SubjectWell, founded in 2012 to connect patients with clinical trials, now positions itself as a global Patient Experience Platform serving sponsors, contract research organizations (CROs), and research sites. Its recent strategic rebrand goes beyond a visual refresh to reshape how it presents its role in the clinical development ecosystem.
By unifying multiple acquired entities under a single, differentiated value proposition; shifting from a transactional recruitment focus to a partnership-based model; and placing diversity, trust, and access at the center of its narrative, SubjectWell has demonstrated how a carefully executed rebrand can support a stronger market position. The impact is reflected in a marked increase in visibility and engagement, supported by defined measurement and a close link between the brand narrative and the company’s OneView patient recruitment portal.
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SubjectWell’s comprehensive rebranding efforts led to its recognition with the Marketing award for Strategic Rebranding in the 2025 Clinical Trials Arena Excellence Awards.
Strategic brand unification in a changing clinical research environment
SubjectWell’s rebrand addressed the challenge of consolidating multiple brands and expanded capabilities into a coherent market identity while maintaining clarity on its offering. Following two strategic acquisitions within 12 months, SubjectWell had evolved from a single-brand organization into a multi-entity business with overlapping services. At the same time, its work had expanded from traditional patient recruitment into a broader patient journey, encompassing identification, pre-screening, consent, engagement, retention, and reactivation.
Rather than maintaining separate brands or layering new visual identities on top of existing structures, SubjectWell unified its offerings under an expanded mission to “power global clinical research through a seamless Patient Experience Platform.” This repositioning reframed the company’s core value proposition: instead of being perceived primarily as a source of trial participants, it presented itself as a partner enabling more predictable and efficient delivery across the enrollment and retention lifecycle. The revised messaging emphasizes how SubjectWell supports sponsors, CROs, and sites by helping them de-risk enrollment, strengthen study performance, and improve predictability in execution.
A core element of this unification was aligning the brand story with OneView, its new patient recruitment portal. OneView is positioned not as a standalone tool, but as a key component within the broader Patient Experience Platform. The narrative links awareness-building activities, patient communication, and site coordination directly to the portal, creating a consistent journey from initial interest through to ongoing engagement. As a result, clients encounter a cohesive value story across marketing, the website, sales materials, and digital experiences, reducing fragmentation and reinforcing SubjectWell’s identity as a single, integrated partner rather than a collection of loosely connected services.
The execution timeline further highlights the planning behind the rebrand. Working with one contracted creative director and an internal team of five, SubjectWell had only four months to integrate three brands, redefine its positioning, and prepare for a public debut at the SCOPE Summit. During this period, the team updated the website, sales decks, social media, signage, templates, ads, HR materials, and other touchpoints to reflect the new identity. Internal efforts included workshops and training to align employees around the new messaging and tone of voice, aiming to reduce the gap between strategy and day-to-day interactions with patients, sites, and sponsors. The creative team included Suzanne Harris, Traci Hafner, Pamela Golafshar, Allison Kindel, Mia Scioscia, and Tamara Dower.
Patient-centered positioning with diversity, trust, and access at its core
SubjectWell’s rebrand moves patient experience, diversity, and access from the margins of communication to the center of the brand. In clinical research, these themes are frequently acknowledged but not always integrated into core value propositions. SubjectWell’s updated identity treats them as foundational to its proposition, rather than as secondary messages.
The visual language reflects real-world patient diversity in age, race, gender, and background, moving away from generic or overly sanitized imagery. This aligns with the company’s objective of helping sponsors and CROs increase representation in clinical trials and generate data that better reflects the populations who will ultimately use new therapies. The messaging emphasizes accessibility and trustworthiness as strategic advantages – elements that can contribute to more reliable enrollment, improved retention, and, ultimately, stronger study outcomes.
The tone of voice plays a critical role in this repositioning. SubjectWell deliberately moved away from jargon-heavy language toward communication that is clear and approachable for patients while still addressing the needs of industry professionals. Patients are addressed as people rather than “subjects,” and the language acknowledges their need for information, support, and agency as they consider participation in clinical research. At the same time, the company maintains a level of specificity and professionalism appropriate for sponsors, CROs, and sites, avoiding the overly consumer-like tone that can undermine credibility in a regulated environment.
By centering its story on the full patient journey, SubjectWell positions its platform as a means to improve the continuity of engagement rather than focusing solely on initial enrollment. This framing reflects the reality that complex therapeutic areas, such as oncology and neurology, require ongoing support and communication to keep participants engaged over longer and more demanding protocols. The rebrand therefore aligns the company’s visual identity, messaging pillars, and solution statements with a patient-first perspective that is presented as both empathetic and operationally meaningful.
Measurable impact and strengthened market presence
The impact of the rebrand is reflected in both its strategic narrative and its measurable outcomes. SubjectWell tracked the impact of the new brand using defined methodologies for engagement metrics, lead quality, conversion rates, employee alignment, and feedback from sponsors and sites. The results indicate a substantial shift in SubjectWell’s competitive visibility.
Between January and April 2024, SubjectWell’s share of voice stood at 1.4%, the lowest among its competitors. For the same period in 2025, this figure rose to 39.4%, the highest in its competitive set. This move from the lowest to the highest share of voice suggests that the rebrand significantly increased SubjectWell’s presence in industry conversations and channels.
Digital performance metrics further illustrate the change. Comparing Q1 2025 with Q4 2024, SubjectWell recorded a 121% increase in impressions, a 194% increase in reactions, a 143% increase in page views, a 169% increase in unique visitors, and a 120% increase in new followers. The growth indicates improved awareness of the brand and increased engagement with the company’s content and channels.
Internally, the rebrand helped align employees around a shared mission and identity. Workshops with leadership and staff, along with training on the new messaging, brand values, and tone of voice, were used to bring internal culture into line with the external narrative.
By closely linking its brand story to its Patient Experience Platform and OneView portal, SubjectWell has built an identity that goes beyond a cosmetic update. Instead, the rebrand is used to clarify the company’s role in addressing sector challenges such as growing trial complexity, the need for improved diversity in enrollment, and increasing expectations for speed and efficiency in bringing therapies to patients.
“This rebrand reflects the progression of SubjectWell — a company that combines data, science, strategy, patient-centricity, and creativity to solve some of the hardest challenges in clinical trials patient recruitment, patient engagement and patient retention. The same creative rigor recognized by this award is what we apply every day to clinical study creatives: translating complex protocols into patient-centric messaging that drives awareness, enrollment, and retention.”
– Fred Martin, CEO, SubjectWell
Company Profile
As the premier global Patient Experience Platform, SubjectWell drives predictable trial enrollment and improves retention by enhancing the patient journey from protocol design through study completion. Powered by technology, global reach, full-service creative, science, and a suite of services, SubjectWell drives intelligence and efficiency for sponsors and CROs. From protocol development through recruitment, enrollment, retention, and post-trial real-world evidence studies, SubjectWell supports the entire clinical lifecycle. To learn more, visit https://www.subjectwell.com/.
Contact Details
Suzanne Harris, SVP Marketing & Communications
suzanne.harris@subjectwell.com
Links
Website: https://subjectwell.com/
