15 May 2003

Northbank develops novel strategies to support CAT's patient recruitment programme and business development

Posters to support patient recruitment; mailer to promote CAT's new lead optimisation service

Northbank Communications' creative team has been called upon again to put their ideas into practice to create a series of five posters as a novel strategy to support patient recruitment and to design a mailer to promote a new lead optimisation service, both for leading monoclonal antibody company, Cambridge Antibody Technology (CAT).

One of the potential problems in recruiting for clinical studies is the length of time taken to recruit patients. In addition patient recruitment is not always the clinician's number one priority. To help remind clinicans to look for patient recruits, CAT commissioned Northbank to create and produce a series of five posters to be placed on the notice boards in the clinician's workplace. CAT decided on a series of eyecatching posters that could be easily refreshed and rotated.

The Lead Optimisation mailer, by contrast, was designed to publicise a new service from CAT and is initially to be aimed at the Pharmaceutical and Biotech communities who have already invested in antibody technology but have been unable to develop antibodies of required specification. Northbank used this brief to creatively design a flyer to attract clients to CAT.

"Direct mail is an under utilised technique to support business development" said Peter Colley, Director at Northbank and Account Director for CAT, "We are delighted to be working with CAT on more projects, having worked with them for many years. These projects, as well as being fun to work on, have extended our range of capabilities into clinical trials support and utilises our existing skills in direct mail".

Rowena Gardner, Director of Corporate Communications at CAT commented "We were delighted with the themes created by Northbank for the posters and the mailer. Northbank has developed and produced all five posters and we are really pleased with the outcome of the mailer. We look forward to working with them on future projects".

Northbank also designed and printed the report covers and patient recruitment holders for CAT's clinical study programme.

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