New Relief for Knee Pain: A Clinical Trial Recruitment Campaign
Millions of people live with knee pain so severe it affects their job or prevents them from doing the things they love, and they have not been able to alleviate their pain through surgery or other therapies. Active Implants developed the NUsurface Meniscus Implant, the first "artificial meniscus" that was evaluated in two clinical trials as a treatment option to help reduce knee pain from a damaged or deteriorated meniscus. Merryman Communications led a nearly three-year integrated marketing and public relations campaign to increase self-referrals to 21 clinical trial sites nationwide.
Leveraging the Firsts Our campaign strategy leveraged the "firsts" – the NUsurface Meniscus Implant as the first "artificial meniscus" and first-in-market patients to receive the implant. We used an awareness-building and click-generating integrated strategy that included paid, earned, shared and owned (PESO) tactics: