Get the patient-facing materials in clinical trials lowdown here
There are so many different ways to effectively reach target patient populations, and a successful approach covers numerous bases. Let’s dive into the various channels you can use to reach patients.
First up, types of digital materials
Digital materials are great as they enable you to monitor and analyse their effectiveness, identify well-performing areas, and make changes along the way to correct and optimise your patient recruitment strategy. Here’s a few examples of what you can do with digital advertising.
Digital patient recruitment ads
One of the most common approaches to patient recruitment. Most digital ads sit on social media platforms like Facebook or Instagram. And with over 2 billion daily users, demographic-targeting features, and numerous ad types, Facebook is a great way to reach a large audience. However, it isn’t possible to use targeted personal attributes in your ad copy, so it’s likely that you will reach a large number of people that aren’t going to be interested in or eligible for your clinical trial.
Having a great website for your clinical trial is essential. Your clinical trial website is the first place patients will go when looking for more information about your trial, so it’s important it’s designed with the user experience in mind. Make sure patients can find everything they need to know in a concise, clear manner, and make sure it’s easy to navigate too. If patients have a hard time navigating your website, they won’t enrol onto your trial.
Something that isn’t often considered with patient-facing materials is that people digest information in different ways. Having the option to watch an informative video explaining the purpose of a trial, what it entails, and how to take part could be a game-changer for some patients. Why not make a video to sit on your easily navigable website? Like this example.
Types of print materials
Despite many forms of online advertising being popular, print materials definitely still have their place in patient recruitment strategies. Here are a few great ways to use print materials in your patient recruitment campaign.
Patient information posters
The classic print material for patient recruitment. Expertly designed posters grab the reader’s attention, while giving patients a short, comprehensive idea of the clinical trial, and whether or not they can take part.
Patient information leaflets
These leaflets can be partnered with a great poster, but leaflets can give more in-depth information about the clinical trial, the aims, the procedures involved, and how the patient can learn more. It could also have links to the trial’s website.
Physician information materials
While not technically patient-facing, leaflets geared specifically for physicians can help boost your patient recruitment. One of the pitfalls of digital patient recruitment is that many people don’t necessarily trust ads on Facebook, but patients do trust their doctors. If you give site staff and HCPs the necessary information about your clinical trial in a more concise format than the study protocol, it’s likely that they will be able to talk about and recommend your clinical trial to patients much more easily.
What should be included in patient-facing materials?
All patient-facing materials should contain the right information. We’ve created this handy checklist to help you along the way.
A clear statement that participants are recruited for research, not treatment
Content that implies a guarantee of a favourable outcome
Where the study is taking place
Content that is coercive in nature
When the study is taking place
Images that give false hope
Inclusion and exclusion criteria
Descriptions of any reimbursement or payment as a prominent feature
What the study is for
Claims that the drug is safe or effective
Why the patient should take part
Claims that the drug is superior to other drugs
The time commitments needed from the participants
Terms such as ‘new treatment’, ‘new medication’, or ‘new drug’, without explaining that the drug is experimental
Who to contact for further information
Coupons for a discount on the product once it has been approved for marketing
Want some help with your patient recruitment strategy
We specialise in creating engaging, informative patient-facing materials that are co-created with patients, helping you to ensure your patient recruitment strategy is successful. Get in touch today to learn more about our creative services at firstname.lastname@example.org. Alternatively, if you’d like some more tips and tricks for patient recruitment and retention, take a look at some of our other resources around our website.
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.