Best Practices for a Patient-first Approach to Clinical Trial Advertising: A Q&A with Antidote’s Senior Manager of Digital Marketing, Sean Irvine

October is National Health Literacy Month, a time to focus on how we can improve a person’s understanding of the health and medical information shared with them. Antidote’s Senior Manager of Digital Marketing, Sean Irvine, shared his thoughts on the importance of health literacy and how we can create more patient-first recruitment campaigns. Read our Q&A session below!

A Q&A with Sean 

How can we make sure recruitment campaigns remain patient-centric? 

It's critical to focus on the needs, concerns, and experiences of the patient through every step of the recruitment process. Crafting messaging that resonates with their health challenges and highlights the potential benefits of clinical trial participation in a way that feels relatable will go a long way in connecting with patients. 

To ensure recruitment campaigns stay patient-focused, some key steps can be taken. First, we can better understand patient needs by conducting surveys or focus groups to learn about patients' experiences and expectations related to their health and clinical research. Using the information gathered and involving patients when creating recruitment materials ensures they resonate with the audience. Avoid industry and medical jargon as much as possible, and use simple language that is easy to understand and addresses common patient concerns like safety, convenience, and care during the trial. Emphasizing how participation can help patients by advancing research and providing access to potential new treatments makes the benefits clear.

Additionally, it's important to make sure that campaigns use both imagery and content that is inclusive to all and reflects the diversity of the patient population, including different ages, ethnicities, and backgrounds. It’s important to ensure the content feels welcoming to people from various backgrounds, incorporating their experiences and values. Leveraging digital tools like social media and online platforms can help reach patients where they are and provide engaging, informative content. Finally, regularly reviewing recruitment strategies and making changes based on patient feedback and needs can enhance the overall effectiveness of the campaign. 

By centering the campaign around patient perspectives and experiences, organizations can build trust and encourage greater clinical trial participation.

How important is it to show empathy when creating advertising content? What should be considered to do this?

Showing empathy in patient recruitment advertising is essential for building trust, addressing concerns about clinical trials, and encouraging participation. People may feel anxious or uncertain about these studies, so it’s important to acknowledge these emotions in the messaging of our ad content. Using language that reassures and offers understanding will go a long way with potential patients, as they are more likely to engage when they feel understood and valued.

To create empathetic content, researching patient perspectives will provide a better understanding of their thoughts, feelings, and experiences regarding clinical trials. Recognizing the emotional and physical challenges they may face when considering participation will help validate their feelings and ensure they feel heard.

October is Health Literacy Month. Individuals with low health literacy can have trouble understanding information given to them, which can make it difficult for them to make educated decisions about their health and participation in research. What steps can we take to improve health literacy disparities and create content that is easier to understand?

Most importantly, simplify the language used in all advertising materials; avoiding complex and confusing medical jargon by using clear, everyday language will make the information more understandable. Adding visual aids, like infographics and diagrams can also break down complex concepts into easily digestible info. Content should be concise and to the point, with clear instructions on what the patient can expect. It's also important to involve patients in creating the content, as their feedback can highlight what’s confusing and help refine the materials. 

What is the best way to ensure the patient’s voice is captured in recruitment and advertising materials? 

The best way to ensure the patient’s voice is captured in recruitment and advertising materials is to involve patients early in the process. This can be done by using patient testimonials, case studies, or real patient stories, which provide authentic perspectives that resonate with potential participants. These elements help create a sense of connection and trust, making the materials feel more relatable to the patient.

Engaging with patient advocacy groups and focus groups allows you to hear directly from real patients about their experiences and perspectives. Conducting patient surveys and gathering feedback can provide valuable insights as well. Collaborating with patients on the creation of materials further ensures that their voices are truly reflected in the content. This approach not only enhances the authenticity of the messaging but also creates a deeper connection with the target audience.

How important is it to truly understand the patient population you’re reaching with clinical trial advertising? What should we know or understand about patients to make sure outreach materials resonate with them? 

Understanding your patient population helps with creating effective recruitment campaigns. 

It’s important to know their specific health challenges, motivations, and barriers to participation. This includes understanding their demographics—such as age, cultural background, education level, and even their preferred digital platforms. By tailoring outreach materials to address these factors, you can ensure they resonate with actual patients. This targeted approach not only enhances engagement but also helps build trust, making patients more likely to participate in clinical trials.

Any other thoughts or suggestions for keeping patients at the center of recruitment efforts and clinical research?  

To keep patients at the center of recruitment efforts and clinical research, transparency is needed. Many patients are apprehensive about clinical trials, so being open and honest with them shows respect for their time and health. Clearly explaining the trial's purpose, procedures, requirements, and potential risks helps build trust and encourages participation.

It’s also important to make the recruitment process as convenient and accessible as possible for the patients themselves. Simplifying the steps involved, providing clear instructions, and offering support throughout the process can help eliminate barriers. By focusing on transparency and accessibility, we can ensure that patients feel valued and supported in their participation.

Looking for more ideas on how to take a more patient-centric and inclusive approach to patient recruitment? Download our free white paper for ways to improve health literacy for more equitable access to clinical trial research.