Business Challenge: Ignyta was offering no-cost diagnostic testing for patients to determine eligibility for their phase 2 entrectinib clinical trial, STARTRK-2, but many oncologists were completely unaware of both the importance of molecular testing, and it’s influence on available clinical studies.
Solution: KPI created a study-specific website with supporting materials, and a robust cross-channel media campaign to drive oncologists to the site. The full site included pre-qualification surveys, 3D MOA animations, a downloadable doctor discussion guide (to help oncologists determine if the study was right for their patient), an interactive study center location map, a media coverage page, a research hub for scientific data and news, information for advocacy groups, a testing order form, and numerous other features.
Result: A 688% increase in patient lead referrals and over 2,800 qualified website submissions. Ignyta met their enrollment goals and closed the Phase 2 study early, eventually leading to the biotech startup being bought by Roche/Genentech for $1.7B.