Advances in technology have opened up new ways of engaging with potential patients, enabling sponsors to reach their target audience much more effectively. How can digital marketing be used to maximum effect, and what are the challenges that need addressing?
Before the advent of the internet and digital platforms, clinical trials relied on recruitment through print advertisements and referrals from healthcare professions which necessitated a time-consuming recruitment process with limited and unpredictable results.
Digital marketing has changed all that by enabling healthcare companies to be far more targeted and effective in the way they recruit. Digital platforms can be used to do everything from raise awareness and generate interest in a clinical trial to recruit patients, monitor progress and even build a long-term community. They enable sponsors and clinical research organisations to develop a cohesive visual identity for their trial, using eye-catching imagery and design which appeals to the target audience.
In the initial stages of trial recruitment, online platforms can be used to clearly communicate the reasons for the study and the potential benefits this medical research could bring. Using videos and interactive elements such as surveys and live chats, you can tell the story behind the study in a meaningful way, inspiring potential patients to want to get involved, as well as clearly communicating what will be required of participants.
Social media platforms are a major part of most digital marketing recruitment campaigns because they have an unrivalled reach: Facebook and Instagram have nearly 5 billion active users1 each month between them. Paid ads on these and other platforms allow you to connect with people who meet specific criteria by targeting ads at an audience based on factors like age, location and interests. In addition, social media groups enable ongoing engagement with participants, creating a supportive community of participants who can share their experiences.
As digital marketing facilitates the collection of data in real time, sponsors can track the effectiveness of different platforms and creative treatments in prompting engagement, and make any adjustments necessary to improve participation. They can also monitor participants’ progress remotely – for example in decentralised or hybrid trials – and address any emerging issues promptly, encouraging high rates of participation retention.
Digital marketing clearly brings challenges as well as opportunities. Robust data privacy and security measures are vital to mitigate risk and build trust among potential participants, while sponsors need to work within strict ethical and regulatory restrictions. It is also important to take into account that not all potential participants have reliable internet connectivity or the technological literacy to engage with digital platforms – and this can be a particular problem with certain demographics and minorities. Ensuring inclusivity and representation across the population means taking a holistic approach which might include a combination of digital and non-digital strategies.
By taking a creative and flexible approach, and maximising use of digital platforms throughout the recruitment process, you can raise awareness, inspire participation, recruit patients and – ultimately – accelerate the pace of medical research.
