FINDING A NEW PATH TO INSPIRATION. The treatment on trial administered a chemotherapy drug from a small pump in the patient's abdomen, via a catheter surgically implanted under the skin and directly into the brain tumour. Despite the complexity of this new treatment, it offered a more targeted alternative to conventional chemotherapy (which ordinarily has to contend with the blood-brain barrier).
In coming up with our creative solution, we actively leaned into this ‘direct approach’, and so the concept of Explore a New Path to Targeted Treatment was conceived.
To reinforce this creative platform, we looked to the inspiring true story of the first patient who participated in the MAGIC-G1 trials. Thanks to this pioneering treatment from Biodexa, this patient could resume her love of hiking.
VENTURING A FIRST STEP – THE MAGIC-G1 MICROSITE. We were briefed to engage three audiences, namely:
- Patients – Awareness of the trial and a simplified explanation of the procedure/selection criteria was crucial. We also had to encourage patients to talk to their doctor about taking part.
- Healthcare Professionals – For this audience, we had to provide enough information about MAGIC-G1 to help identify and advise potential candidates.
- Carers – Our aim with carers was to drive awareness of the trials, which would subsequently prompt them to inform their patients and associated health professionals.
At the heart of talking to all three of these audiences, we created
resolvetrials.org – a resource hub for MAGIC-G1 and any other future clinical trials sponsored by Biodexa. Here clear and easy-to-understand information was disseminated, alongside directions on how to take part in the trials.
HIGHLIGHTING THE MANY POINTS OF INTEREST. Working under a unified creative umbrella we also employed multiple channels to increase interest. Part of this included support materials for related events such as the American Brain Tumour Association’s National Conference – abta.org
A FRIENDLY, ANIMATED WALK-THROUGH. To make our core messaging for the recruitment campaign easier to understand, we also animated a simple explainer video (in both English and Spanish). The film was inspired by the true story of the first patient who had participated in the MAGIC-G1 trial. In other words, it clearly signalled Biodexa’s ambition for a new and more direct alternative to combatting Glioblastoma.
The result was a highly accessible, ‘step-by-step’ guide that could be used across various occasions, including events, online, or anywhere equipped with an audio-visual setup.
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