The Approach

We began by interviewing clinicians and potential study participants in the greater Pittsburgh area to define the challenges and opportunities inherent in creating a regional culture around clinical research. Our findings (called an Ecology Model) became the basis for designing the Pitt+Me brand and campaign.

Pitt+Me consists of three main parts: [1] a public awareness campaign to increase participation in research and clinical trials; [2] a series of new tools and processes, including an improved web platform to enhance internal/external communications and operations related to study recruitment and retention; and [3] an internal, investigator-centric campaign to bring more researchers on board to use these tools.