6 Ways To Increase Patient Enrollment In The Digital Age
By Ed Miseta, Chief Editor, Clinical Leader
If you are reading this article, it is no doubt because you, like many other pharma professionals working on clinical trials, are struggling with patient recruitment. While many new technologies entering the market have grandiose promises of increasing both recruitment and retention, few actually seem to be in operation and contributing to your patient totals.
In fact, if you’re like most patient recruitment professionals, the words you likely utter most often are challenging, time-consuming, and expensive. Like it or not, those are the words that most often come to mind when contemplating the patient recruitment process for clinical trials. Of course, the problem is not confined to trials. According to Dian Griesel, Ph.D., CEO and president of Dian Griesel International, the challenge of recruiting patients is felt across the entire life sciences industry.
"Most trials still rely primarily on investigators to find patients as well as traditional, old-media avenues to spread the word,” she says. “But in today’s digital age, these tactics simply are not as effective as they should be. If you are in charge of recruiting patients for clinical trials and you aren't harnessing the power of social media and the web, you are compromising your trial's recruitment goals and, ultimately, the success of the trial itself. Considering the cost of most of today’s Phase 3 trials, that is a mistake most sponsor companies cannot afford to make."
Many of Griesel’s clients are now seeking advice on how to best use the new tools available technology and the Internet. Although most companies are aware these technologies offer great potential to reach patients, not all are aware of the best methods to engage them. According to Griesel, there are six methods to better engage patients in the digital age. All companies need to be aware of these tips regarding the use of digital media and social platforms.
- Make Better Use Of Search Engines
According to Griesel, there are now medical-oriented websites that will target almost any patient population. While pharma executives may not be aware of all of these sites, they are capable of better utilizing search engines to find the sites targeted patients are most likely to visit. Once these sites are located, place notices on them announcing your efforts to recruit for a specific trial. The notices should get across the key messages about the trial and instruct potential patients where to go for more information. Make sure the information you provide is clear and easy to follow. Oftentimes patients do not enlist in trials simply because they are not aware the trial even exists. Just getting your message out is oftentimes the first hurdle you have to clear.
- Create A Podcast or Public Service Announcement
When recruiting patients, it is always a good idea to make them aware of the goals of your trial. Griesel believes one of the easiest ways to do this is via a free podcast or public service announcement (PSA). Podcasts and PSAs are relatively easy to produce and are effective media outlets to reach large numbers of patients who might be interested in trial participation. “Another option would be to host and record a video conference,” she states. “That conference could then live on your website, allowing the researchers to discuss the aims and other details of the trial that you want to have reach patients.”
- Connect With Key Bloggers
Bloggers are an important resource that should not be overlooked. Griesel notes the industry has many influential bloggers with interests in specific medical conditions. Most of these bloggers are widely followed by patient populations and are sympathetic about upcoming clinical trials. Griesel’s advice? Contact these bloggers and see if they would be willing to post information about your trial. The outreach requires effort, but the coverage is free, and the recommendation of the blogger could even add credibility to your trial via the trust they have generated with the patient population. Also, if they support your recruitment effort, be sure to send them a note of thanks. It will assist you the next time you need to reach out to them for help.
- Simplify Your Website
This tip seems relatively simple, but it is not always adhered to by many sponsor companies. Griesel notes she has, on numerous occasions, visited a sponsor’s site looking for information on a specific trial. The information can often be very difficult to locate. “Make your website as functional, neat, clean and informative as possible,” she recommends. “All trial information should be located on the site and easy for patients, investigators, and other visitors (such as family members) to access. The website could also include an interactive screening tool to allow patients to determine if they are eligible for participation. This will help to make patients aware of the trial, and even speed the entire screening process. Best of all, it shows patients your website is there to assist them, and not simply to promote the company.”
- Write About It!
Most pharma companies have a marketing team in-house, or outside PR professionals they employ. All of these folks have extensive writing experience. Promoting your trial is a great way to put that experience to use. Griesel advises composing a series of short articles that feature engaging and informative information about the medical condition your trial is investigating. In the last paragraph of each, highlight your upcoming trial and tell readers who to contact for more information about recruitment. Once the article is complete, it can be posted on your website and shared online via the wire services.
- Be More Effective In Your Use Of Twitter
Many pharma companies are finally beginning to use social media to enhance their recruitment efforts. Unfortunately, not all of them are making the most of those efforts. On Twitter, remember that you can create any hashtag you like or use an existing one and tweet it alongside a link to your trial recruitment web page. This is a quick and easy way to reach any patients, physicians, or investigators who might be following those hashtags.
"The digital era is here to stay, and the future of effective patient recruitment lies online," adds Griesel. "Keep some of these insights in mind, and you will be doing the absolute best to prepare for the patient recruitment phase of your next clinical trial."