ICT Ep 2.31: Steve Wimmer on Why Storytelling Is What Sponsors Keep Getting Wrong (Part 1/3)

Liam and Ted sit down with Steve Wimmer, who brings seven years of direct-to-patient recruitment advertising experience. They discuss why storytelling in clinical trial recruitment isn't about writing something clever, it's about connecting an ad, a landing page, and a first site visit to something a real person can recognize as their own life The conversation also tackles a myth sponsors carry into every IRB submission: that regulators are the ones saying no. Steve's experience says otherwise and the story of the "silly dinosaur image" that outperformed every carefully considered alternative in the portfolio makes the case better than any deck could.