HEALTHCARE / BIODEXA PHARMACEUTICALS

REVEALING A NEW PATH TO A REVOLUTIONARY TREATMENT

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The Brief

Biodexa Pharmaceuticals develop pioneering treatments for aggressive brain cancers and Type 1 Diabetes – and we were asked to enhance a recruitment drive for one of their Phase 1 clinical trials.


The study was called MAGIC-G1, and its aim was to research a revolutionary new treatment for Recurrent Glioblastoma (an aggressive brain tumour). However, not only did this highly experimental treatment involve complex and invasive surgery, but selection was also quite narrow. Therefore the messaging we would create had to be easily understood by vulnerable patients, their carers, and healthcare professionals.


Additionally, it had to be approved by the appropriate ethical standards committee, especially since the audience included patients and carers. Given the trials were to be conducted in the US, we also had to adhere to strict HIPAA (Health Insurance Portability and Accountability Act of 1996) compliance regulations across multiple channels, including a microsite, event materials, social media and film.

FINDING A NEW PATH TO INSPIRATION. The treatment on trial administered a chemotherapy drug from a small pump in the patient's abdomen, via a catheter surgically implanted under the skin and directly into the brain tumour. Despite the complexity of this new treatment, it offered a more targeted alternative to conventional chemotherapy (which ordinarily has to contend with the blood-brain barrier). 

a collage of screens with one that says break the mold in the plastics manufacturing industry

In coming up with our creative solution, we actively leaned into this ‘direct approach’, and so the concept of Explore a New Path to Targeted Treatment was conceived. 


To reinforce this creative platform, we looked to the inspiring true story of the first patient who participated in the MAGIC-G1 trials. Thanks to this pioneering treatment from Biodexa, this patient could resume her love of hiking.

a collage of screens with one that says break the mold in the plastics manufacturing industry

VENTURING A FIRST STEP – THE MAGIC-G1 MICROSITE. We were briefed to engage three audiences, namely:


  • Patients – Awareness of the trial and a simplified explanation of the procedure/selection criteria was crucial. We also had to encourage patients to talk to their doctor about taking part.
  • Healthcare Professionals – For this audience, we had to provide enough information about MAGIC-G1 to help identify and advise potential candidates. 
  • Carers – Our aim with carers was to drive awareness of the trials, which would subsequently prompt them to inform their patients and associated health professionals. 


At the heart of talking to all three of these audiences, we created resolvetrials.org – a resource hub for MAGIC-G1 and any other future clinical trials sponsored by Biodexa. Here clear and easy-to-understand information was disseminated, alongside directions on how to take part in the trials. 

Two roll up banners with a man standing on top of a mountain.
Two boxes of little steps to a healthier mindset cards
Two blue bags and a pin with the words let 's blaze a new path forward
A brochure is sitting on top of a table next to a book.

HIGHLIGHTING THE MANY POINTS OF INTEREST. Working under a unified creative umbrella we also employed multiple channels to increase interest. Part of this included support materials for related events such as the American Brain Tumour Association’s National Conference – abta.org

A FRIENDLY, ANIMATED WALK-THROUGH. To make our core messaging for the recruitment campaign easier to understand, we also animated a simple explainer video (in both English and Spanish). The film was inspired by the true story of the first patient who had participated in the MAGIC-G1 trial. In other words, it clearly signalled Biodexa’s ambition for a new and more direct alternative to combatting Glioblastoma. 


The result was a highly accessible, ‘step-by-step’ guide that could be used across various occasions, including events, online, or anywhere equipped with an audio-visual setup.

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