I’ve spent my entire adult life immersed in media, marketing, and advertising, long enough to remember the days before digital advertising in clinical trials took over. For patient recruitment, sponsors and CROs had little more to rely on than local newspapers and radio stations.
They would earmark a modest budget, typically $2,000 to $3,000, and sites would collaborate with local media advertising representatives to place ads. Targeting meant placing an ad in the sports section for male participants or, to cast a wider net, running an ad on a country music station.
Newspapers and radio stations were (and still are) a practical way to reach many people, but today, more options exist.
Enter Digital Advertising: The Game Changer
Digital advertising revolutionized patient recruitment. Here’s why it’s such a great tool for digital advertising in clinical trials:
- Precision Targeting: Ads can reach select ages, genders, locations, and even specific health conditions—the exact people sponsors and CROs want to engage. Digital platforms are especially effective for zeroing in on distinct demographics.
- Cost Efficiency: Pay-per-click models mean advertisers pay only when someone responds. Plus, campaigns can be tweaked on the fly without breaking the bank.
- Speed and Scalability: Need to launch a campaign quickly? No problem. Need to expand the reach? This can be done easily.
- User-Friendly Platforms: Step-by-step tools simplify setting up campaigns on popular platforms like Google and Facebook.
Best Practices for Digital Advertising in Clinical Trials
Yes, advertising has changed a lot over the years, but some of today’s best practices are timeless and predate the digital age:
- Create Compelling Content
Speak directly to potential participants with empathy and clarity. - Use Visuals and Video
Bright, engaging visuals and compelling videos grab attention and help explain complex ideas. - Optimize Landing Pages
A clear call to action is crucial. Make that step simple, like clicking on a clearly visible button to fill out a short pre-screener containing basic inclusion criteria. - Leverage Analytics
Regularly review click-through rates, conversions, and performance metrics. Test and tweak until you find what works. - Adhere to Regulations
Work closely with your legal and regulatory teams to stay compliant. This includes platform-specific rules, which can sometimes feel like solving a Rubik’s Cube blindfolded.
But There’s a Twist
All the fancy targeting, visuals, and optimizations won’t mean a thing without one crucial ingredient… follow-up.
That’s right. Follow-up is crucial… you could call it the secret sauce.
Imagine this scenario: You see an ad for a clinical trial. It sparks your interest, so you click through and complete a pre-screening questionnaire. Afterward, you’re informed that you qualify, and someone will contact you soon. How long should that take? Ideally, less than 24 hours. Realistically, no more than 48. But in actual practice? The average time for sites to follow up with referrals is often much longer.
On a major phase 3 trial, our team worked to support dozens of sites with a robust digital advertising budget. Everyone was committed to enrollment. However, we found it took sites an average of six days to respond to potential participants who expressed interest in joining the study. That’s just too long. By this time, too many potential participants had moved on—mentally, emotionally, or both. Site teams are busy, there’s no denying that. It’s important to look for ways to reallocate resources to ensure a timelier response.
Digital advertising in clinical trials is a powerful tool, but it’s just the start. To truly succeed, participants must know they are appreciated, and first impressions are lasting.
A prompt follow-up isn’t just good manners; it’s essential to enrollment success. Because at the end of the day, digital ads might get someone to click, but it’s the personal connection that helps inspire them to commit.
The Imperial Advantage
Everything I’ve described are resources we can create for your trial. Traditional print tools like recruitment brochures, mini protocols, and physician letters are proven ways to connect with patients, sites, and medical professionals. Digital marketing expands the reach significantly and cannot be ignored. Contact us now to talk about how we can help with your study.