Social Marketing and Patient Recruitment Trials
Image by Todd Coats
Healthcare
10.19.2009
In:
Social Media
That's part of the reason that enrolling patients in U.S. clinical trials is an ongoing challenge. Depending on the type of product and stage of development, investigators generally seek healthy volunteers, patients with a specific condition or both. Attracting healthy volunteers is proving to be harder than enrolling patients with specific ailments, but both groups play a critical role in the advancement of medicine.
Why aren't people inclined to participate in trials that could help change the future of medicine? Could our communication strategies be a part of the problem? Traditionally, patient recruitment has relied heavily on radio, TV and newspaper advertisements. These ads typically include a straightforward listing of qualifications, compensation, contact information and legal points. No reminder as to why the trial is important; no call to action. People aren't moved to help.
Everyone is quick to extend a hand in times of need and most of us have a natural desire to do good. But when it comes to advancing medicine, there is a greater reluctance to get involved. Most of us are busy with our day-to-day lives, keeping our focus on the here and now. Could social marketing - using marketing principles to address social and health problems - be the key to convince patients and volunteers that participating in trials is time well spent?
A more compelling argument about the important role of clinical trials in medical advancement is needed. Researchers seeking to broaden participating in trials need to tap into existing knowledge about what types of communications get people's attention and really motivate them to participate in trials. Perhaps it is this point: in no other way can the average person contribute more significantly to the discovery of new cures and treatments than by participating in a clinical study. Isn't advancing the frontier of medical knowledge worth a few hours of your time?
Patient recruitment should take into account what demographic information tells us about the tone, channel and theme most likely to move a targeted group. But messaging to all potential participants should tell a broader story of the vital role these trials play in advancing the health of the community. Information about financial compensation, an important motivating factor, is fine. But outreach to potential trial participants must also elicit real passion if it is to attract sufficient numbers of healthy individuals.
The next time you hear about a clinical trial, think about this. One day, your life or that of a friend or loved one, may depend on a new drug or treatment. Clinical trials are a chance to "pay it forward" and play an active role in medical advancement.
