Latest / Innovating Clinical Trials
ICT Ep 2.31: Steve Wimmer on Why Storytelling Is What Sponsors Keep Getting Wrong (Part 1/3)
Liam and Ted sit down with Steve Wimmer, who brings seven years of direct-to-patient recruitment advertising experience. They discuss why storytelling in clinical trial recruitment isn't about writing something clever, it's about connecting an ad, a landing page, and a first site visit to something a real person can recognize as their own life
The conversation also tackles a myth sponsors carry into every IRB submission: that regulators are the ones saying no. Steve's experience says otherwise and the story of the "silly dinosaur image" that outperformed every carefully considered alternative…
The skinny
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