Campaign of the Week

Bringing attention to the ‘Big Five Fatigue’ of CROs

The campaign from Precision for Medicine shows that there is another option rather than big CROs.

Kyle O'Brien

July 14, 2025

1:18 pm

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There’s a cost to doing business when it comes to clinical trials.

For firms conducting clinical trials for many biopharma companies, this has often meant dealing with the five largest clinical research organizations (CROs).

These are IQVIA, Parexel, ICON plc, Syneos Health and Pharmaceutical Product Development, which is part of Thermo Fisher Scientific.

However, in the face of a crowded market, one company is trying to show that those seeking to conduct clinical trials have other options available.

Precision for Medicine, a biomarker-driven clinical research and development company, recently unveiled its Big Five Fatigue creative campaign.

Anchored by a dedicated webpage, the campaign details the various “symptoms” of Big Five Fatigue — including lethargy, budget creep, start-up inertia, high turnover and lack of flexibility, among others.

The cure — which is featured on the site in the shape of an energy drink can — is choosing the right sized CRO for your business. Since the effort is coming from Precision for Medicine, the organization thinks they’re up to the task for prospective clients.

Brad Epstein, chief marketing officer at Precision for Medicine, says the company has been hearing from many clients that they were getting bogged down in processes that can be slow and inflexible due to working with the Big Five CROs.

“We also know that big CROs are therapeutic agnostic — they go after everything and can spread themselves thin among a wide portfolio of clients,” Epstein says.

He adds that Precision for Medicine has heard from clients of the Big Five CROs that they aren’t getting adequate attention from the right people without making noise — noting their experiences can be exhausting and frustrating.

By rolling out Big Five Fatigue, he suggests Precision for Medicine is taking advantage of an opening to leverage its status as a right-sized, mid-tier CRO with deep expertise in oncology.

Image courtesy Precision for Medicine; used with permission.

“By naming the latent dissatisfaction with the largest CROs through Big Five Fatigue, we knew we had a big idea, grounded in reality,” Epstein says.

The campaign work was accomplished by Brigade Communications, Precision for Medicine’s creative development partner on the campaign.

Aside from the webpage, the campaign has been running on five media outlets, including Endpoints News, Google, LinkedIn and Meta.

In a bid to reach Precision for Medicine’s target audience, the campaign features display ads on Instagram and Facebook.

Additionally, the company produced videos with staff members who used to work at the Big Five and now work at Precision for Medicine — as well as blog posts and even coffee cups at events that ask: “Tired of the big five CROs?”

The creative direction for the campaign intended to stray from the usual scientists in lab coats and biological illustrations, according to Epstein.

The work also incorporates Precision for Medicine’s brand colors and typefaces, then ties in energy drinks, coffee cups and protein shakes to be more visually stimulating.

“We wanted to present ourselves as not just a viable option to the Big Five, but a better option, depending on what you want to get done,” he says.

Given the company’s continued growth effort, he suggests that the campaign is helping attract talent for some of our open positions.

Ultimately, Precision for Medicine wants biotech and pharma innovators to know that the company is a viable alternative to the Big Five CROs.

In Epstein’s mind, he wants clients to remember that they don’t have to use the Big Five to be successful or settle for being a medium-sized fish in a large pond.

“If you’ve ever felt frustrated with the status quo, put Precision for Medicine into the conversation and let us demonstrate that a bigger CRO isn’t always better,” he says. “We want drug developers to know that the Precision CRO is purpose-built for serving the needs of complex trials. We deliver scientific prowess, responsive operations and experienced, kick-ass teams — at a scale that might surprise them.”

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