Bristol-Myers Squibb

Crohn's disease clinical trial

Overview

Continuum Clinical is a sister agency to Blue Chip Marketing Worldwide, focused on marketing campaigns for clinical trials — including full websites reaching both prospective patients and the healthcare professionals who treat them.

This project built the digital home for a Crohn's disease clinical trial, working from print materials patients would already be seeing in their doctor's office.

The Challenge

The real challenge was empathy. This audience was living with Crohn's disease and hadn't yet found a drug on the market that gave them real relief — a site that felt clinical or detached wasn't going to reach them.

To tell that story in a way people would actually recognize themselves in, we built a video around common trigger foods — the specific foods known to flare up the condition — each one branded with a toilet icon and placed into frame one at a time. It was blunt, it was honest, and it was an instant hit with the client, who had been looking for exactly that kind of direct, recognizable way to connect with prospective patients.

My Role

I worked directly with the print and UX designers to bring the printed materials patients would already be seeing in their doctor's office to life on the website. I partnered with the videographer shooting the trigger-food video, helping shape the vision for how it would live on the site, and produced the static images used across the accompanying social media campaign.

The Work

What we delivered to BMS was a landing page and printed material for doctors to share with Crohn's patients who might be a good fit for a pharmaceutical trial.

The key to the digital product was a video clip of food, paired with the headline "Is Crohn's Disease Deciding How You Live Every Day?" Beautiful, isolated single servings — a steak, a piece of salmon, a cup of yogurt, a coffee — each had a toilet carved directly into the dish, layered right into the food itself. It played directly to the audience: someone living with Crohn's disease looks at food and questions, every time, whether it's about to disrupt their body.