| [March 28, 2006] |
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ResearchPoint Lampoons the Woes of Clinical Trials Outsourcing and has Drug Companies Asking for a Refill; Humor Hits a Nerve for Selling Serious Clinical Research Services to Pharmaceutical Companies
AUSTIN, Texas --(Business Wire)-- March 28, 2006 -- When deciding how to promote their clinical research services to pharmaceutical companies, contract research organization ResearchPoint pondered the typical business-to-business marketing tools -- trade journal ads, direct mail and a booth at annual R & D conferences. When their ad agency, Door Number 3, suggested a series of viral videos that humorously lampooned the all-too-common side effects of outsourcing, ResearchPoint decided that yes, laughter might just be the best medicine. Today, they launched the 7th in their series of humorous "webisodes" that have been so well received drug companies are making them part of their training sessions. To view, visit: http://www.researchpoint.com/ourconcept/videos.html
The latest video, Lost in the Shuffle, features revolving project managers, a disco party and, well, you name it. Well-known drug development consultant, Dr. John Vogel, observed, "ResearchPoint has taken a novel approach to underscoring the keys to successful drug development outsourcing. These webisodes hold the audience's attention while demonstrating what can, and often does, go wrong when pharmaceutical sponsors and CRO providers fail to define their expectations and manage their business relationship. The scenes remind us of real-life experiences that could have been avoided with better planning."
In an established industry, ResearchPoint found it could be difficult to get past preferred provider gatekeepers. By highlighting the common missteps many commit, they found an appreciative audience and gained access. "We've had prospective pharmaceutical clients call ResearchPoint, invite us to the table and say, 'you wouldn't have gotten in our door if it wasn't for your webisodes,'" said ResearchPoint CEO, John Farinacci. "And a high profile biotech company recently requested to use our webisodes as training for their research team. It's pretty unusual that a company's advertising is used for training with their prospective clients, but we're very happy they find it valuable."
Website hits jump by roughly 15 times upon the release of each new webisode. "A pharmaceutical company recently contacted us in need of a CRO who could provide solutions to their unusual issues," shared Stacey Vesterfelt, ResearchPoint's Associate Director, Marketing & Business Development. "They said these webisodes demonstrated to them that we're a CRO that's able to think differently."
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