In 2015 Orbital Research pioneered an award-winning methodology for gathering medical Real World Evidence that was successfully conveyed into new or reinforced OTC product claims, at the fraction of the time and price of a full scale clinical trial.

How does Orbital Media’s Medical Real World Evidence method work?

Our digital RWE process works by asking users in the real world academically supported questions, via social media as well as other digital marketing channels owned by the brand.

On completion of the data collection process, just as in a clinical trial, the study findings are published within relevant medical journals, where they are academically peer reviewed. At this stage, we also discuss and agree the findings with regulators, to see what new claims can be stated in future product marketing.

Who is Real World Evidence best suited to?

Digital Real World Evidence is best suited to consumer healthcare brands and services, and in particular, medically licensed Over The Counter products.

Why do products need to make new claims?

In an ever-competitive market, brand managers need every edge, and new product claims can not only revitalise a brand and remain current in the consumers eyes, but provide a healthy competitive edge that can be shared across all marketing materials, be it above or below the line.

Where does Real World Evidence data come from?

The data for these studies comes from existing users of your product, who voluntarily answer questions on a bespoke platform. As required by the medical protocol for our studies, we are upfront to users as to why we are running the study and we explain to them how this data is used. All data collected is anonymous and cannot be tracked back to an individual. We do not “mine” data through user’s social profiles, collect personal information or rack up data collected through user online tracking.

How much does a RWE study cost?

Our Real World Evidence methodology offers an extensive cost saving alternative to clinical trials (RCTs) where data is need to reinforce product marketing claims, or where new ones are needed – typically at less than 10% of the costs of these trials.

What are the advantages of the Real World Evidence method?

Aside from being a far cheaper cost than a clinical trial, this method also has several other significant advantages:

  • Data is collected on a large scale, enabling detailed / granular analysis without the need for a full research audit
  • Studies can be conducted into areas where conventional healthcare research is not possible, or difficult
  • The data collection process is not governed by standard clinical trial regulations, offering greater control
  • Our studies are often completed in just 6-9 months.

How long does a digital Real World Evidence project take?

From initial discussions to understand the new and refreshed claims you are looking to make, through to project completion can take between 6-12 months, but this is dependent upon many factors established early on.

Can you guarantee success in generating new claims?

Nothing can ever be guaranteed, however our experience and knowledge will help us define likely outcomes at an early stage of the study.

What if my brand doesn’t have social media channels, can you still complete the study?

We have a range of strategies for collecting your customer’s data that don’t necessarily involve digital channels.

Do I have to publish the results like with a clinical trial (RCT)?

Unlike a clinical trial (RCT), with our digital RWE methodology the results will not be published if you don’t wish them to be.

Do your digital RWE projects have any other uses other than generating new claims?

Our studies are massively insightful when exploring your consumer’s behavior and the opportunities for NPD. In fact, we’ve saved over £1m of market research fees for our clients to date.


80-year-old superbrand, Sudocrem Antiseptic Healing Cream, wanted to reaffirm its place in the market as the No.1 nappy rash brand, but without the cost and time restraints of a new RCT.

Orbital and its partners designed a study that achieved this in just 6 months and at a fraction of the cost of a RCT. 10x new claims were generated around the product’s ability to heal nappy rash.

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Whilst being the UK’s leading Infant Colic treatment, Infacol was being challenged for market share from emerging and existing alternatives. What’s more, the brand was undergoing a total refresh and some new product claims could add weight to this investment.

Orbital and its partners created a study that achieved x10 new claims around its treatment of infant colic, and in just 6 months. This was something the brand has never been able to achieve in its 35-year history. The ICORE claims now lie central to the brands marketing, and has seen sales surge as well as online sentiment.

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