Clinical Trial Branding: Why is it so Important?
Let's imagine two different scenarios:
A: You're sitting in a doctor's office, and you see a poster for ACN-053-2414, a clinical trial testing medication for acne in adults.
B: You're sitting in a doctor's office, and you see a poster for the Face It Acne Research Study, a clinical trial testing medication for acne in adults.
You leave your visit, and you head home wanting to learn more about this study. When you sit down to look up more information online, which version of the poster do you remember: ACN-053-2414 or Face It Acne Research Study?
Chances are Face It was easier to remember. Giving a clinical trial a brand identity increases memorability with audiences who come across study recruitment materials or who hear about the study through word of mouth. But this isn't the only reason study branding is so important.
Branding helps a clinical trial stand out in a crowd.
There are thousands of studies currently enrolling, all competing for the attention of the same target audience. The stronger your brand identity, the more your study breaks away from the rest.
Branded trials speak to the target audience.
Every study brand should relate back to the study's target population: age, gender, and race, among many other things. Developing a creative brief before starting the branding and development of recruitment materials ensures you keep your study participants' needs top of mind.
Study branding encourages trust.
The way a study is presented to the public says a lot. Having a cohesive look among all study materials can convey a sense of professionalism, honesty, and legitimacy. Patients will ask for more information about a clinical trial if they feel like it's coming from a trusted source.
By developing a name and look for your trial, you are increasing your chances of a patient signing up. Interested in learning more about how branding would benefit your studies? Reach out to us at info@CSSiEnroll.com .