Client: SPEC  A leading pharmaceutical company*

Challenge:  SPEC  The pharmaceutical company sponsoring the ABC study has developed a new drug, still under investigation. The research study faces competition from other pharmaceutical companies running similar trials. The challenge is to pique HCP interest using the limited character count of banner ads and encourage HCPs to click through to the HCP landing page.

Solution: SPEC  Since HCPs are aware of breast cancer’s leading role in cancer mortality, I chose to use a serious tone to focus on the need for more research. I pointed out the possibility that the HCP’s patients could be eligible for the ABC study and added brief study details to create interest around the research. I also chose concise CTA’s to encourage click through.

Copy: SPEC (Two message options are provided for banner ads)

Message Option 1/Frame 1: Breast cancer diagnoses continue to top global cancer statistics. Further research is not just necessary, it’s vital.  

Message Option 1/Frame 2: The ABC study is researching a new investigational drug. Adults with hormone receptor (HR)-positive/ human epidermal growth factor receptor (HER2)-negative breast cancer may qualify.

CTA: See Study Criteria

Message Option 2/Frame 1: Patients with hormone receptor (HR)-positive/ human epidermal growth factor receptor (HER2)-negative breast cancer deserve more research.

Message Option 2/Frame 2: Now enrolling: Your patients could qualify for the ABC study of an investigational drug designed with a distinct mode of action for those with HR-positive HER2-negative breast cancer.

CTA: Refer a Patient

*This is a SPEC document created to showcase an HCP-facing ad sample for a clinical trial. While based on an actual disease state and actual pathobiology, the study and study drug are fictitious.