Havas Health & You has launched a specialist clinical trial recruitment agency, and tapped Langland’s former innovation director to run it, the network said on Monday.

U.K.-based Havas Lynx Faze is focused on helping clients design a better patient trial experience, according to a statement. The start-up promises to use data technology and media to reduce the time and cost of finding patients and to give biopharma clients a choice.

“Faze is unique in how they utilize technology and marketing to recruit for clinical trials,” explained Donna Murphy, global CEO, Havas Health & You, in an email. “Most of clinical recruitment has been done with off-the-shelf solutions. This will combine technology and creativity to speed up the time for patient recruitment.”

The agency will be led by Mark Evans, who spent the last six years at Publicis Health agency Langland, where, as the agency’s innovation director, he set up a dedicated clinical trial media team and led investments in patient recruitment focused on digital products and services.

“The plan for Faze is to change the way our sector communicates with trial patients,” Evans said in the statement. “It’s a sector that has been driven by the needs of sites and has missed the fact that patients are not only the main participant, they now also have more studies then ever competing for their attention. We want to work with clients to put the patient at the center of the trial experience.”

See also: 6 steps for increasing patient enrollment in clinical trials

Evans’ past achievements include recruiting patients through Facebook in one of the first fully remote clinical studies, VERKKO, in collaboration with eClinicalHealth and Sanofi; as well as use of gaming to motivate young clinical study participants.

As part of its analytics offering, Faze will use HVH Patient Precision Analytics, the JV Havas formed with Vencore in 2016. HVH, a service offering within Havas, was focused on rare disease and using technology to find known patients.