How clin­i­cal tri­al ad­ver­tis­ing went from old-school tac­tics to splashy strate­gies to com­pete in a fierce mar­ket

Ear­ly in his ca­reer, Vlad Coric re­mem­bers tack­ing up fly­ers on col­lege cam­pus­es to re­cruit par­tic­i­pants for clin­i­cal tri­als. Stu­dents could tear off a pa­per tab at the bot­tom of the sheet for a phone num­ber to call the Yale Neu­ro­science Re­search Unit, where Coric was an as­sis­tant clin­i­cal pro­fes­sor, to find out if they might qual­i­fy for a study.

Fast for­ward to to­day, and Coric, now CEO of Bio­haven, is run­ning a na­tion­al clin­i­cal tri­al ad­ver­tis­ing cam­paign for its ob­ses­sive-com­pul­sive dis­or­der can­di­date that in­cludes na­tion­al TV com­mer­cials, dig­i­tal me­dia and ra­dio ads.

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