How to use AI in clinical trial marketing
Artificial intelligence, most commonly known as AI, has become a buzzword across many industries. While it is most commonly used in relation to art generators or web searches, AI has many practical applications beyond these uses — especially within the clinical trial marketing space. The global market size of AI-based clinical trial marketing is expected to reach nearly 8 billion by 2031, mainly due to the extensive advancements in the medical field.
Because this technology is still fairly new, many industry professionals aim to understand how to best implement AI into their clinical trial recruitment strategy — and as with any new technology, weighing the costs and benefits is a key component of implementation. Below, we share introductory tips for making the most of this powerful tool. Not only can this help organizations better reach the right patients for medical research, but can also serve as a good starting point to test the impact of AI while more product-specific uses are being considered.
Ways to incorporate AI when advertising clinical trials
Identify and segment a target audience
When recruiting for clinical trials, finding the right audience is a key component of a successful outreach campaign — and the use of AI makes it possible to do this more effectively. By employing AI to identify and segment target audiences accurately, it is possible to ensure marketing efforts are being sent to the right people, reducing wasted ad spend and focusing most efforts on individuals likely to convert.
Personalize and optimize email marketing campaigns
Many email marketing tools already incorporate AI to enable clinical trial marketers to email their audiences more efficiently. AI can determine the best time to send emails, enhance the relevance and personalization of each recipient’s messages, and provide detailed insight into which elements of an email campaign are performing the best.
Optimize and A/B test in real-time
Through algorithms available to marketers on ad platforms, AI can enable outreach campaigns to be optimized in real-time based on A/B test results. This continual optimization means that advertisers get the highest possible return on investment and minimizes the guesswork when improving and iterating upon patient recruitment strategies.
Generate engaging images and copy
Using AI to create visual content and write copy can reduce the time and effort required to set up a campaign, resulting in a faster launch time. This also allows clinical trial marketers to quickly scale content production so demands can be met across multiple platforms without a corresponding increase in time or overhead.
Employ the use of chatbots and virtual assistants
One of the most familiar AI functions, chatbots and virtual assistants can provide resources to patients quickly and efficiently while providing around-the-clock service. This can increase patient satisfaction, reduce the call center and site level burden, and potentially increase randomization rates.
At Antidote, we keep track of the latest clinical trial marketing trends to ensure patient recruitment happens effectively. When you’re ready to start recruiting for your research studies, get in touch to see how we can help.
