MASH  
Clinical Trial  Recruitment Case Study

Metabolic Dysfunction-Associated Steatohepatitis (MASH) represents a significant health challenge affecting an estimated 25% of the population. This progressive form of fatty liver disease lacks approved treatments – making clinical trials crucial for advancing therapeutic options. This customer success story examines how our agency developed and implemented a comprehensive advertising campaign to accelerate patient recruitment for a Phase III MASH clinical trial, addressing one of the most persistent challenges in liver disease research.

The stakes were particularly high given MASH’s growing prevalence and serious health implications. Low disease awareness among both patients and healthcare  providers, combined with non-specific symptoms, makes identification and  recruitment especially challenging. Our client tasked us with developing an  advertising strategy that would generate qualified patient referrals while  educating the public about MASH.

This campaign required us to navigate complex challenges, including low disease awareness, strict regulatory requirements, and the need to reach a specific patient population with multiple comorbid conditions. Our approach combined healthcare marketing expertise with data-driven targeting to connect with  potential trial participants while raising awareness about MASH among both  patients and healthcare providers.

The following case study details our strategic approach and the measurable impact of our campaign on patient recruitment in the evolving field of metabolic liver disease research.

Our campaign objectives balanced immediate trial recruitment needs with long-term patient engagement opportunities:

Drive High-Volume Patient Flow
+  Generate sufficient referral volume to offset anticipated high screen-fail rates
+  Maintain consistent weekly referral targets across limited site locations
+  Ensure steady patient referral flow to all study locations

Maximize Site Network Efficiency
+  Optimize geographic targeting around strategic study locations
+  Balance referral distribution to prevent site over saturation
+  Maintain high referral quality despite limited site footprint
‍
Build Sustainable Patient Database
+  Capture qualified patients beyond current trial needs
+  Create infrastructure for future study recruitment
+  Develop repository of pre-screened MASH patients

Accelerate Timeline Delivery
+  Complete full recruitment cycle within 6-month window
+  Achieve consistent weekly enrollment targets
+  Establish rapid optimization cycles for immediate impact

Our approach leveraged deep insights into MASH prevalence and patient demographics to create a multi-faceted patient recruitment strategy:

Prevalence-Based Media Planning
+  Analyzed epidemiological data to identify high-density MASH population areas
+  Mapped prevalence rates against study site locations to optimize targeting
+  Allocated media dollars based on demographic density and response patterns
‍
Advanced Segment Modeling
+  Developed audience models based on MASH risk factors and comorbidities
+  Created targeting segments using behavioral and demographic indicators
+  Implemented machine learning to refine audience targeting

Hispanic Market Strategy
+  Built dedicated Spanish-language campaign based on high MASH prevalence
+  Developed culturally nuanced creative and messaging
+  Established partnerships with Hispanic healthcare communities
+  Optimized media mix for Spanish-speaking audience consumption patterns

Dual-Purpose Database Building
+  Created infrastructure to capture and qualify leads beyond current trial criteria
+  Implemented permission-based data collection for future trial opportunities
+  Developed nurture programs for patients who didn’t qualify for current trial
+  Built segmented database for rapid activation in future studies

Our highly-targeted media campaign delivered exceptional results that redefined digital recruitment efficiency:

Sustained Weekly Growth
+  Consistently achieved double-digit weekly patient referral targets
+  Consistently averaged 24% week-over-week referral growth
+  Delivered over 800 qualified patient referrals

Industry-Leading Engagement
+  Achieved 6.23% CTR, nearly doubling the health industry benchmark of 3.27%
+  Successfully engaged Spanish-speaking communities (9.85% CTR)
+  Superior website engagement with 27% bounce rate and 68% engagement rate

Cost-Efficient Patient Acquisition
+  Reduced cost per referral by 70% over the course of two months
+  Maximized budget impact: Achieved 90% of goal with full budget utilization
+  Maintained high referral quality while dramatically improving cost efficiency

This breakthrough performance demonstrates how strategic digital marketing  can accelerate MASH clinical trial recruitment while maintaining cost efficiency.  The campaign’s success has established new benchmarks for patient engagement  and referral generation in metabolic liver disease research.

This MASH clinical trial recruitment campaign demonstrates how the right messaging and precision digital strategy can transform patient engagement and redefine industry benchmarks. Our results – a 70% reduction in cost per referral, 24% week-over-week referral growth, and engagement rates nearly double the industry standard – validate the power of our innovative approach.

The campaign’s success extends beyond metrics. By developing culturally nuanced messaging and maintaining a robust Spanish-language campaign, we’ve established a blueprint for inclusive clinical trial recruitment. Our mobile-first approach, achieving 81% mobile engagement, ensures broad accessibility and demonstrates our commitment to meeting patients where they are.

Most significantly, this campaign’s performance proves that efficiency and scale can coexist in clinical trial recruitment. The dramatic decrease in cost per referral, coupled with consistent weekly referral volume of 60–70 qualified candidates, shows how strategic digital marketing can accelerate research while optimizing resources.

Looking ahead, this campaign sets new standards for what’s possible in clinical trial recruitment. The combination of precision targeting, multicultural engagement, and continuous optimization provides a repeatable framework for future trials – not just  in MASH research, but across therapeutic areas where patient identification and engagement present similar challenges.