The BLAZE PAIN Study
for Interstitial Cystitis/Painful Bladder Syndrome

Challenge

  • Study challenges: Rare/under-diagnosed chronic pain condition. Across different countries terminology for the condition varied. Sites did not have these patients in their database.
  • Site challenges: Transitioning sites from traditional advertising methods to accepting an eMarketing approach.
  • Population challenges: Low prevalence rate, complex diagnosis, site travel distance

Solutions

  • Project analysis conducted throughout the study directed all strategies using multiple approaches:
  • Recruitment materials were based on field testing with patients
  • Collaborative approach to supporting study sites
  • eMarketing campaigns hyper-targeted to each study site location and the patient population
  • Global advocacy initiatives and eMarketing to reach the highly-active online patient community: Collaborate with leading advocacy group encompassing 40,000+ members
  • Postings listed on IC related message boards/forums
  • Press releases to online news sources
  • e-Marketing campaign incorporating keyword and banner advertising
  • Patient pre-screening by nurses for high quality referrals.

Result

  • Overwhelming response to targeted advertising and advocacy
  • Online advocacy yielded a conversion rate of 47% eligible participants
  • eMarketing yielded a conversion of 36% eligible participants
  • These rates resulted in MediciGlobal exceeding recruitment projections.

Project Scope: Global recruitment-retention campaign for Interstitial Cystitis (painful bladder syndrome). This study involved 330 randomized patients across 160 global sites encompassing the US, Eastern/Western Europe, Asia and South Africa. The program entailed study awareness materials, micro-targeted recruitment advertising, site support, patient advocacy, retention and ongoing campaign tracking and analysis.

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