Situation.
The challenge was to recruit women age 26–55 for a study examining a vaccine for HPV, the leading cause of cervical cancer. Psychographic research found that women in this age group rate issues of commitment, respect, and service to others significantly above personal goals. Therefore, the message was developed to appeal to this sense of service, letting women know that joining the study to fight cervical cancer would mean doing something good for all women.
Results.
Using a centralized multimedia campaign that included site materials, direct mail, targeted email, a refer-a-friend program, and an educational website, the program generated a huge response. 23% of all women referred to the sites enrolled in the study. By recruiting this trial 12 weeks ahead of schedule, we were able to deliver a significant return on investment for our sponsor, in a vaccine market projected to achieve multi-billion-dollar sales annually.
