background
CTI Clinical Trial and Consulting Services works with U.S. and global pharmaceutical companies specializing in managing trials of breakthrough drugs specifically in the therapeutic areas of transplantation, infectious disease, hepatitis, end-stage organ disease and hematology. In addition to a commitment to these therapeutic disease areas and comprehensive CRO services, CTI has a unique consulting services offering for drug development companies. CTI provides everything from strategic marketing to professional educational services to companies bringing new drugs to the market.
challenge
metaphor partners with CTI on two levels. As a design partner, metaphor is challenged with creating educational materials for CTI’s consulting clients. By evaluating the client and the environment in which the materials will be received, metaphor’s approach must balance educational requirements with friendly, attractive design. Additionally, metaphor works with CTI on corporate brand development and advertising.
solution
Creating educational materials that are appealing for the end-user (physicians, pharmacists, etc.) requires ongoing dialogue between CTI and metaphor. metaphor works to visually represent a drug or device without divulging the discovery or relying upon the nuances of disease. Our communication strategies include creating abstract graphics, finding metaphorical imagery and employing various call-outs to draw attention to pertinent information. metaphor and CTI have developed a strong, collaborative relationship that has resulted in industry-leading educational products, strengthening CTI’s consulting offering to drug companies all over the world.
metaphor helped CTI celebrate its ten year anniversary by developing a print ad that focused upon CTI’s core value - touching and improving lives. The anniversary ad ran in The Cincinnati Enquirer and Business Courier.
metaphor used a similar messaging strategy but different contextual execution for CTI’s CVG airport advertising. As clients, vendors and employees pass through the city’s airport, they see that CTI is the engine behind the development of drugs and devices that save the ones we love.
