Crowley Webb has won a Global Award for creative excellence in healthcare marketing communications for the fourth year in a row. The award-winning direct mail campaign – a series of four record albums from a fictitious rock group – was chosen from creative work submitted by agencies in 36 countries. The work was done for our client, Praxis, who specializes in patient recruitment for clinical research studies.
The stars of the direct mail campaign were “The Researchers”– a fictitious group of four clinical research professionals who hired Praxis to find patients for their clinical trials. The results of this speculative partnership were so good that The Researchers were catapulted to “Clinical Research Rock Star” status. The story of their meteoric rise was told through a series of direct mail pieces that took the form of actual, full-size, old school album covers.
Each piece evoked a different era of pop music history. The first, Meet the Researchers, introduced the concept and recalled the early days of the British Invasion. It was followed by Good Site Relation Vibrations, a colorful psychedelic depiction of the superior study coordination services offered by Praxis.
These were followed by Visions of the Recruited, a Zeppelin-esque portrayal of Praxis’ almost mystic targeted recruitment services, and, finally, the double “album” Study Data Live, which celebrated the capabilities of Praxis’ proprietary real-time reporting software.
“We tried to make a campaign that had a simple, immediate message but that also rewarded close attention,” explained Pete Reiling, who art-directed the campaign. “We wanted people to spend time with these and went to great lengths to get the details right. It was also a chance for me to fulfill my lifelong ambition of designing an iron-on decal for a 1970s concert t-shirt.”
