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 for this particular trial and to encourage HCPs to refer their patients.
Solution: SPEC I started with an inviting subject line followed by an echo that spoke personally to the HCP regarding her/his patients. The purpose in mentioning patients in the subject line is to remind HCPs of the concern and compassion they feel for the patients in their care. In the email body, since HCPs are already aware of breast cancer’s leading role in diagnoses, I chose a grave tone to, once again, invoke an emotional response from the reader. In addition I included death statistics to emphasize the urgency for continued research. To distinguish the trial, I pointed out the study drug’s novel mode of action.
Copy: SPEC
Subject Line A Your patients with breast cancer could be hoping for new research
Subject Line B Reminder: There’s new research for your patients with breast cancer (echo)
Prehead Your patients could be eligible for new breast cancer research
Hero Time is of the essence for those diagnosed with breast cancer
Copy
Dear [Healthcare Professional]
As you already know, breast cancer dominates cancer diagnoses in the United States and
accounts for over half a million deaths each year, worldwide. Of these, the majority of cases are
attributed to hormone receptor (HR)-positive/ human epidermal growth factor receptor (HER2)-
negative breast cancer, the most common subtype.
With such a substantial proportion of the global cancer burden falling on HR-positive HER2-
negative breast cancer, research is not only necessary, it is crucial.
The ABC study is a phase-3 trial evaluating XYZ study drug.
XYZ is:
~ Designed to bind the receptors of cyclin-dependent kinases 4 and 6 (CDK4/6)
~ Aimed at interrupting the cyclin D1/CDK4/6 complex pathway using a novel mechanism of
action that minimizes cytotoxicity
Primary CTA Review Study Drug
Copy ABC is:
~ A randomized, placebo-controlled, double-blind study
~ Now enrolling adult participants diagnosed with HR-positive HER2-negative breast cancer
Secondary CTA See Study Details
Copy Reference
1. Sung H., Siegel R.L., Laversanne M., et. al. Global cancer statistics 2020: GLOBOCAN
estimates of incidence and mortality worldwide for 36 cancers in 185 countries. CA A Cancer J
Clin. 2021;71:209-249.
*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.