Clinical trials bridge the gap between clinical research and available medicines. They are how Regeneron translates science to medicine. Without clinical trials, there would be no new medicines. However, research has shown that awareness of and appreciation for how clinical trials advance science and medicine are lacking among the public.
We sought to create an impactful campaign that uses powerful, emotive storytelling to educate and shift perception of clinical trials. To help people better understand clinical trials, we show why these exist in the first place. Through clinical trials, we can answer more questions, develop more potential treatments and discover more possibilities
“What’s Your Legacy?” is Regeneron’s first-ever therapeutic agnostic clinical trial awareness campaign strategically focused around one bold belief: clinical trials don’t have to feel clinical. They can be human, moving and memorable.
Our objective was threefold:
Expand awareness among patients, caregivers and HCPs
Elevate Regeneron as a trusted clinical trial sponsor
Drive qualified traffic to both its core clinical trials website and new campaign landing page
To achieve our goals, we developed a multi-channel, multi-phase, strategic communications campaign across video, social, media and more. Our success was defined across three key metrics:
Reach and awareness (impressions and engagement)
Performance benchmarks (clickthrough and video view rates)
Behavioral outcomes (increased site visits and time on page)
Considering the significant role digital media plays in how people seek and share health information, the “What’s Your Legacy?” campaign leveraged creative storytelling, with a video centerpiece on Regeneron’s clinical trials website.
Regeneron’s digital strategy was purpose-built for Meta (Facebook/Instagram), LinkedIn and YouTube based on their unique strengths and audience behavior. Messaging and creative were customized down to audience segment — patients, caregivers and HCPs — making every impression count.
More than 75 bespoke assets were created to educate and inspire action across a diverse set of audiences and digital ecosystems to maximize engagement. For example:
Meta: Community-centered creative emphasized caregiving and shared experience
LinkedIn: Positioned clinical research as a space for innovation and HCP impact
YouTube: Delivered dynamic, high-attention storytelling
Campaign rollout was agile and iterative. We activated in waves, allowing content to evolve based on real-time engagement. Our playbook emphasized precision, agility and insights-driven optimization:
A/B tested copy, video lengths, visuals and formats to optimize engagement and conversion
Shifted budget mid-flight when YouTube began outperforming expectations early on
Strategic deployment of vertical formats (Reels/Stories) to match channel-native behavior
Activated multiple formats — carousels, short-form video, animations — for versatility and impact
Everything from sequencing to spend was built to move fast and learn faster. We embedded a test-and-learn approach throughout. Real-time performance data wasn’t just observed — it was acted on. When vertical placements started delivering a surprising lift, we scaled them immediately. This agility became one of the campaign’s strongest assets.
Our execution showed that lean budgets can still deliver meaningful impact and transform social media from a brand awareness tool into a proven driver of trial participation and public trust. With the right creative, targeting and flexibility, even a first-time clinical trial campaign can cut through and set a new bar for what’s possible in digital health storytelling.
To extend reach beyond social and connect with a broader consumer audience, we partnered with USA Today, bringing the campaign to 1 in 2 American adults through a custom article and promotional ads across their digital and social platforms — including a homepage feature on USAToday.com. Later, we expanded our media footprint with The New York Times, further amplifying website traffic and awareness for clinical trials among a highly engaged science-aware readership through a sponsored article, sponsored newsletters and customized ad drivers.
But the true differentiator was our willingness to show up differently: warm, bold and unapologetically human. Regeneron demonstrated that clinical research isn’t just a process — it’s part of a legacy. And that legacy belongs to all of us.
Regeneron’s “What’s Your Legacy?” campaign surpassed all expectations to redefine what’s possible in clinical trial awareness on social media.
Since launch, the social campaign generated:
14M+ total impressions
2.5M+ engaged video views
152K+ link clicks
Key performance metrics included a clickthrough rate (CTR) of 3.19% across Meta, nearly 4x the industry average of 0.83%, a clear signal that our message and creative resonated deeply with a hard-to-reach audience.
We didn’t just earn attention, we shifted behavior. Since the campaign launched, Regeneron’s clinical trials website has seen an average 49.8% increase in sessions and 50.4% increase in total users since launch. The campaign moved people from curiosity to consideration, signaling a meaningful shift in public perception.
Through sponsored activations with USA Today and The New York Times, those combined results generated:
21.3M total impressions
67K+ link clicks
We didn’t just hit KPIs — we shifted mindset. “What’s Your Legacy?” is a lasting impact, proving a campaign can do more than raise awareness — it can build trust, drive action and change the future of clinical trials.