Allergan “Not a Clinical Trial” Campaign

Should all patients be treated like clinical trial patients? Or as real people living in the real world?

Allergan’s “Not a Clinical Trial” campaign brought awareness to the discrepancy in efficacy between clinical trial data and real-world trends
in the treatment of wet age-related macular degeneration. It encouraged physicians to think about patients not as those who were part of
clinical trials who got treatments every 4-6 weeks, but as real people living in the real world, and who were more likely getting treatments
every 8-10 or 12 weeks instead. We wanted them to consider whether or not patients’ real world injection schedules resulted in that same
efficacy reported in clinical trials, because there is actual data that suggests the contrary.

The campaign was launched at the American Academy of Ophthalmology conference in 2019 with a striking black booth amidst a sea of
white. The provocative headline over authentic photography and giant video wall made the bold statement Allergan intended. The physical
interactive panels on both sides of the video told the story in deeper detail.