A race to the marketplace

Posted by Des Brown, Account Director, RLA Group

Tricky business, pharmaceuticals. Quite apart from the huge complexities of concocting and manufacturing lotion, potions and pills is the need to ensure they’re properly tested for widespread use before hitting the market. And the difference between a matter of days can have enormous financial impact.

In these cuddly creature–friendly times, ethical trials of necessary drugs are often tested on willing and able human participants instead of our furry friends, but getting the message out to suitable applicants can be tricky.

BioKinetic are a company that helps pharma–giants such as GlaxoSmithKline and others to find people that will provide essential feedback on whether a product can safely be brought to market. And after research into the target market, our Belfast team identified radio as the ideal medium to communicate to the desired audience.

Reactive, quick–off–the–mark radio ads were created in conjunction with BioKinetic as a call to arms for anyone interested, and were run periodically depending on the numbers of applicants and trials with fulfilled numbers. Close analysis of the campaigns is ongoing, and costs per response and effects of the ads are continuously monitored to ensure maximum effectiveness – and ultimately, a speedier route to market for the pharmaceuticals.