7 clinical trial advertising tips for research sites

clinical trial advertising tips for sites

If it's time to start creating a clinical trial patient recruitment plan, it's important to note that 80% of clinical trials are delayed because of recruitment problems — and that can make the process daunting. In addition to reaching out to patients in the site's database, it is also wise to experiment with clinical trial advertising. These tips can help position sites to meet their enrollment goals and give patients a positive experience, starting from when they share their interest in a trial.

Clinical trial advertising tips for research sites

1. Understand the patient population before choosing outreach channels.

Before doing any outreach, it is crucial to research the target patient population for the study. A few questions to consider include:

  • How common is the condition? Does it affect some demographics more than others?
  • How might the inclusion and exclusion criteria for the trial reduce the number of patients eligible to participate?
  • What are the most challenging parts of living with the condition? How could this trial help?
  • What barriers to participation may exist for this trial? How can sites help mitigate them?

From there, outreach materials can be developed to submit to the Institutional Review Board (IRB) and the best outreach channels (Facebook, Google Ads, display ads, etc.) can be chosen.

2. Mention the site location.

This simple tip can make a big difference in the success of clinical trial advertisements. Knowing the trial location is one of the most essential factors in a patient's decision to participate in a trial, so highlighting the name of the site or other location indicators can help with engagement. If nothing else, mention the city's name in the ad copy so potential participants know the ad is relevant to them.

3. Use geotargeting tools through Facebook and Google AdWords.

Choosing suitable locations for ads is one of the most critical parts of setting up effective trial advertising. Precise geo-targeting can reach the right patients and save money, too. Most ad platforms, such as Facebook and Google, allow advertisers to choose a radius around a particular city or location. Consider how far patients in your area might be willing to travel for a trial. If the trial is for a rare disease or a condition with few treatment options, patients may be willing to travel farther. Patients in rural areas may also be more likely to drive an hour or two to a site than patients in more urban areas.

4. Connect with local organizations.

Local patient organizations in your area can also help spread the word about clinical trial opportunities. If working with a patient recruitment agency, ask if they have relationships with organizations or patient advocacy groups relevant to a condition area. Some organizations may also be willing to promote your trial through their own channels, often for a fee.

5. Maintain an online presence.

Keeping up a website for the site can help attract sponsor interest and patients for trials. To help build trust from patients who may search for the site online after seeing an ad, include biographies for the investigators or doctors, including their medical credentials and prior research experience. If there are testimonials from patients who have received care or participated in a trial at the site, include those, too. Stories from patients can help encourage others to participate in research and make potential participants feel more comfortable with the study volunteering process.

6. Make every interaction count.

Starting with the recruitment process, interactions with patients should be as positive and helpful as possible. Ensure staff is available to answer questions left as comments on Facebook ads, and to answer phone calls. It's also wise to reach out to patients via phone and email to share the next steps of the trial with them so patients can get in touch at their convenience.

7. Consider working with a recruitment company.

If you don't have a dedicated marketing team, it may be helpful to consider enlisting a clinical trial recruitment company. A recruitment company may be able to connect you with a database of patients or run ads to connect you with patients in the area. We put together a guide on working with a patient recruitment agency for help getting started, including what questions to ask and how to ensure your projects run smoothly.

Need help finding patients for your trial? Download our case studies to learn how we work with patient organizations to connect your site with engaged patients.