Synexus. Patient recruitment across 9 countries.
Multilingual paid media and landing pages compliant with medical regulations across 9 markets at once.
In clinical trials, creative doesn’t go live until it clears a bioethics committee. Across nine countries that’s nine committees, each with its own meeting calendar.
A constraint, not a problem
The standard “test, measure, improve” cycle doesn’t work here. Changing a headline means going through approval again. You have to plan a dozen-plus variants upfront and get them all signed off in one submission.
What we built
- A library of pre-approved creative, twelve variants per market
- A landing page template with swappable blocks: consents, legal footer and site details swapped in without touching the approved copy
- A recruitment dashboard showing progress toward target per site, not per campaign
What we didn’t do
We didn’t launch campaigns in two markets, despite having the budget. Local regulations didn’t allow patient-directed advertising in any form that would make cost sense. Better to say so at the planning stage than after half the budget is spent.
The result
Recruitment target hit in seven out of seven active markets, seven weeks ahead of schedule on average.
Takeaway
In a regulated environment, speed comes from preparation, not from how fast you can push through changes.