3 ways to improve your patient recruitment website
To this day, patient recruitment remains one of the biggest challenges in the industry. From lack of awareness, to mistrust in the pharma industry, to financial barriers, there are a number of things that can stop people from taking part in a clinical trial. But did you know that your patient recruitment website could be impacting a patient’s decision to take part as well?
Your website is most likely the first port of call
In general, more and more people are using the internet. And it’s no different when it comes to people when searching for other options to current treatments, such as clinical trials. Did you know:
as many as 43% of patients use a ‘general internet search’ to look for clinical trial information.
8 out of 10 prospective patients begin their journey to care online.
With that in mind, it’s likely that your patient recruitment website is one of the first places that potential patients will go to learn more about your clinical trial. Therefore, not only does your website need to create a positive first impression, but it needs to be easy to use and contain all of the relevant information, to ultimately encourage patients to learn more about the clinical trial and take the first action towards taking part.
The design of your website has a big impact
It’s been found that 94% of patients reject or mistrust healthcare websites due to design factors. These can include:
Complex, busy layout
Lack of navigation aids
Poor web design
Too much text
Difficult to use search facilities/indexes
Essentially, it’s important to avoid these factors to ensure that the design of your website is the best it can be. But that’s not all. There other steps that you should consider, above and beyond the design, to improve your patient recruitment website.
The 3 key steps to improving your patient recruitment website
#1 Consider the patient voice in the design and copy of the website
You might be thinking, “How am I supposed to know what patients will like - or won’t like - when they visit my patient recruitment website?” Well, that’s where patient research comes in. There’s no better way than finding out from the patients themselves! Before creating the website, including the copy that it will contain, you can conduct surveys or interviews to ask for their feedback; asking questions to find out what they’d expect to find on the website, and essentially what they wouldn’t want to see. That way, you can ensure that the patient voice is being heard and you can incorporate this feedback into the design and copy of your website.
#2 Improve search engine optimisation
Having a patient recruitment website is one step, but making sure that the relevant patients visit can actually find your website when they search for clinical trials, is another step. Search engine optimisation (SEO) seeks to increase the quantity and quality of traffic to websites through organic search engine results. In other words, more relevant users will visit a clinical trial website, such as a patient who may have the relevant condition, especially if it appears higher up in search results on search engines. It’s important to consider SEO at the website build stage, by selecting keywords that the patient and/or caregiver are searching for, and incorporating this within the website.
#3 Optimise user experience
Once your website is almost finalised, you need to ensure that you’ve tested the user experience (UX) design. In other words, when a patient visits your website – will the experience be easy for them? Will they feel that the website is credible and trustworthy? These are key questions that need answering before a website can go live, other questions include:
Can users navigate through the website with ease?
Is the journey of the website clear?
Will the user end up where you intend them to be?
Is the order of the information making sense?
Is it clear what the final intention of the website is?
The UX design process is used to create products that provide relevant experiences to users, and considers branding, usability and functionality. Credibility and establishing trust are fundamental within recruitment strategies, and strong UX design is a vital part of this.
Essentially, your patient recruitment website plays an important role in the overall patient recruitment process. That’s why it’s so important to make sure it’s right. If you’re looking to find out more about improving your patient recruitment website, reach out to our experts at https://www.couchhealth.co/contact
As a failed neuroscientist, Ash has sought to bring meaningful change to the healthcare industry ever since by working at some of the biggest agencies in the world, his career spans more than 10 years. His expertise lies in creative communications, patient engagement, diversity & inclusion and patient recruitment strategies for clinical trials – with the ultimate goal in life to make clinical trials more human. When he isn’t doing all that, he’s anticipating the latest movie, expanding that love to screenwriting or trying to be creative.