Women's Health

Venus Study

Vulvovaginal Atrophy

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The goal here was to randomize 690 postmenopausal women across 75 sites within a five-month period. Recruitment faced a multitude of challenges, including the competition of prescription and OTC treatment options, a protocol requiring up to two endometrial biopsies, recent negative press regarding estrogen therapy, and a placebo arm.


Our centralized recruitment campaign included radio, online and social media advertising, WebMD sponsorships, brochures, a website, and site tools. We delivered 32,000 unique visitors to the website and 3,000 inquiries to the call center. In the end, the study randomized 722 patients, with 21% of patients being direct Praxis referrals – providing the sponsor with a $310,242 return on investment. The Venus Study campaign was also recognized as one of the best campaigns of 2011 by Pharmaceutical Executive, which honors creative excellence in healthcare advertising.

At a Glance