Achieving diversity in clinical trials is vital to the development of safe and effective treatments. We explore the key strategies being used by major healthcare players to target underrepresented audiences.
Historically, clinical trials have lacked adequate representation from diverse populations, leading to gaps in understanding how medical interventions may affect different groups, and this problem persists today.
In the US, only 20 percent of FDA approvals between 2014 and 2021 were based on clinical trial data that included treatment benefits and side effects for black patients. This is a major problem because different demographic groups may respond differently to medical interventions due to genetic, cultural or environmental factors. Trials which do not represent the population deepen health disparities for underrepresented communities and can contribute to poor health, a lack of trust and premature deaths.
Regulators are increasingly requiring post-marketing trials to cover racial and ethnic populations who have been underrepresented, while market uptake and future innovation are also at risk from findings that cannot be generalised.
So why are underrepresented groups not taking part in clinical trials? A literature review by BMC found that the main barriers are language and communication, lack of trust, access to trials, eligibility criteria, attitudes and beliefs, lack of knowledge around clinical trials, and logistical and practical issues1.
Global pharmaceutical companies and other healthcare sector organisations are now focused on trying to ensure more diverse, inclusive trials. GSK recently outlined its recommendations2 which include recruiting research staff from under-served groups and establishing a diverse advisory panel to guide the research process. Another recommendation by GSK is to improve cultural sensitivity among all clinical staff through training and ongoing personal development.
Marketing has an important role to play in building awareness and trust in clinical trials. Targeting specific groups with education messages and engaging with patient advocacy groups can be highly effective. It is also vital that marketing content is designed to engage these audiences and that the language used is as inclusive as possible to remove perceived barriers and encourage participation.
At Absolutely Health, we prioritise comprehensive preliminary inquiries to ensure all equality, diversity, and inclusion (EDI) requirements are thoroughly addressed from the outset. This approach informs our strategy, enabling us to target potential volunteers on platforms they trust and perceive as high-quality. Our strategies are meticulously designed to resonate with the target audience while integrating seamlessly with the platforms, avoiding any perception of a hard sell. Although this requires substantial input from our clients during the initial stages, this in-depth understanding ensures that our recommendations are relevant, appropriate, and effective.
