We were charged with recruiting men and women ages 55 and older who had been diagnosed with painful diabetic neuropathy, a type of nerve damage that can cause severe extremity pain and numbness. We were also tasked with developing a pilot advertising program for a select group of 13 sites in eight markets.
At a Glance
Social listening told us just how patients with painful diabetic neuropathy feel. We turned what we learned into powerful visuals that were part of our integrated campaign for the Rhapsody Study –including floor mats at doctors’ offices featuring hot coals, pins, and broken glass.
Our recruitment tactics included campaign posters; brochures; a dedicated study website; and radio, television, direct mail, and online advertising. In the end, the campaign generated more than 1,159 inquiries and 365 prequalified referrals for the study.