Finalist
Increasing Clinical Trial Awareness and Recruitment Via Social Media Campaigns
by Boehringer Ingelheim
Summary of work
Boehringer Ingelheim is developing pipelines in therapy areas new to the organisation. However, when moving into new areas, lack of insights and relationships can present challenges in engagement. In May 2023, a global phase III trial was struggling to recruit due to stringent patient eligibility criteria.
In the UK, about 31% of patients with the relevant condition are managed in the community. Medical Affairs proposed an innovative strategy to develop an omnichannel campaign directed at community-based clinicians to reach beyond traditional trial site secondary care clinicians. Given tight trial recruitment deadlines and limited on-the-ground resources, social media was felt to be an efficient method of achieving the goals of increased trial awareness and potentially aiding trial recruitment.
The campaign was quantifiably successful in raising awareness of Boehringer Ingelheim’s commitment to research in the Mental Health space, and it helped galvanize trial recruitment as part of multiple workstreams initiated collaboratively to increase patient recruitment. The impact of raising trial awareness when moving to a new therapy area cannot be underestimated.
Additionally, this campaign’s innovative but risk-mitigating approach and metrics have provided a blueprint and impetus to overcome traditional reticence in Medical Affairs to engage in innovative strategies in the pre-license setting.
Judges’ comments
Boehringer Ingelheim has produced a nicely-constructed and well-rounded social media campaign that could be transformational for the company. The social targeting was particularly well executed and the panel is excited to see how the campaign progresses. A very promising entry.
