Cedra Clinical Research, an overnight clinical research company based in Austin, TX, launched getyourdrugon.com earlier this summer. Users can create drugs to prescribe, and send, to friends.

While it mostly went out to friends and family then, Cedra is preparing an official kickoff on September 24 to coincide with a fall campaign.

The message is build awareness about patient recruitment for clinical trials, says Prentice Howe, creative director at Door Number 3, a branding agency also based in Austin. He notes that it's a "very friendly way" to encourage participation.

"It softens what can be a very intimidating topic," he told PRWeek.