Humanigen propels Covid-19 trial recruitment with AI/ML-based geofenced targeting
The Customer
Humanigen is a US based biopharmaceutical company, with immunology and immuno-oncology portfolio of monoclonal antibodies. Within their broad portfolio, Humanigen was underway with their positive Phase 3 Clinical Trial (LIVE-AIR) for their drug lenzilumab, which was being used in newly hospitalized COVID-19 patients. Humanigen desired to quickly increase trial participants from 300 to 520.
Challenges
- Short time window to increase recruitment of patients for drug trial from 300 to 520
- Identifying relevant trial participants from the high volume of generic website traffic
- Promotion restrictions due to ongoing US election campaigns
- Building credibility with patients and caregivers to participate in the trial
The Solution
We augmented traditional CRO model with digital strategies, AI/ML applications, and medical data mining for precise and effective targeting. Engaging data-driven digital campaigns were deployed for diverse patient recruitment based on geography, demography and interest-based signals.
Hyperlocal campaigns in English and Spanish on search and social platforms with programmatic, lookalike, and re-targeting formats were activated for better reach and engagement among diverse patient and HCP pool. We used our in-house omnichannel CRM platform, built in partnership with Microsoft, for NPI-level HCP outreach geo-fenced within 50 miles of trial sites.
Outcomes
Humanigen was able to achieve higher engagement and enrollments of patients for the trial owing to wider reach, precise targeting, and multi-lingual campaigns.
It received over 17,000 weekly unique visitors to trial landing page and qualified 7% patients through a primary screening process, resulting in 460 participants, qualified for secondary screening
