Our challenge to recruit healthy women between the ages of 26 to 55 was motivating them to participate in a study on a disease they did not have. Psychographic research found that women in this age group rate issues of commitment, respect, and service to others significantly above personal goals. Therefore, we believed the message that joining the study to fight cervical cancer could mean doing something good for all women would resonate.
Using a centralized multimedia campaign that included site materials, direct mail, targeted email, a refer-a-friend program, and an educational website, 23% of all women referred to the sites enrolled in the study. By recruiting this trial 11 weeks ahead of schedule, we were able to deliver a more than $10 million return on investment for our sponsor, in a vaccine market projected to achieve multibillion-dollar sales annually.
At a Glance