Blue Chip Launches New Patient Recruitment Division With Marketing Program for BioSante Pharmaceuticals

June 17, 2010

Company News Release

Blue Chip, an independent, full-service global marketing agency, announced the launch of Blue Chip Patient Recruitment (BCPR), a division dedicated to serving pharmaceutical and biotech clients with clinical trial recruitment marketing. BCPR's first client is BioSante Pharmaceuticals, Inc.

"We are pleased to launch the new division with an integrated program for BioSante," said Blue Chip Chairman and CEO Stanton Kawer. "Our track record to date has included conducting nearly 600 clinical trials with a 90 percent success rate, making the launch of Blue Chip Patient Recruitment a natural evolution of our business."

BCPR uses a scientific and tested approach to clinical trial marketing that combines proprietary predictive modeling tools with original patient acquisition strategies and continuous evaluation. It leverages Blue Chip's ability to develop the appropriate media and buying mix with firsthand experience in helping physicians effectively manage the site recruitment process to deliver maximum results.

BioSante Pharmaceuticals is an Illinois-based pharmaceutical company focused on developing products for female sexual health and oncology. BCPR is conducting a centrally-managed patient recruitment marketing program for its Phase 3 clinical trial called the Bloom Study. It investigates the safety and efficacy of LibiGel®, an investigational medication for the treatment of Hypoactive Sexual Desire Disorder (HSDD).

"Blue Chip Patient Recruitment is executing a comprehensive and creative marketing campaign, including a web-based solution that is critical to the success of the overall program," said Bill Milling, Senior Director of Operations, BioSante Pharmaceuticals.

At the outset, the Bloom Study presented several unique patient recruitment challenges: a very narrow patient population, multiple study protocols and a patient population difficult to reach through mass media. BCPR overcame these challenges by focusing on cost-effective, results-oriented strategies including a digital marketing component. The digital program incorporated behavioral and contextual retargeting strategies and tracking and analysis of thousands of pre-qualified leads.

In addition to BioSante Pharmaceuticals, Blue Chip has developed patient recruitment programs for Novartis, Johnson & Johnson, Pfizer, AstraZeneca, Abbott and Takeda, among others.