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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