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PDL BioPharma

Clinical Trial Recruitment (URGENT I and URGENT II)

The Challenge:
To help expedite patient enrollment into a congestive heart failure trial by ensuring appropriate identification of trial candidates in the ER and raising trial awareness among healthcare professionals and the general public.

The Solution:
The trial was given an ownable identity by employing the name URGENT, an acronym for ULARITIDE GLOBAL EVALUATION IN ACUTE DECOMPENSATED HEART FAILURE. This name, and simple-yet-scientific tactics utilizing “U” as the word “you” and tying into the trial (URGENT) and the investigational drug (ularitide) names, worked to focus attention on the urgency of the condition/need for treatment and to reinforce the trial’s timeliness and importance.