Clinical trial patient recruitment: why social media alone isn’t enough

The clinical trial patient recruitment world is abuzz with excitement about social media. In particular, hopes are riding high that social media can help sponsors and sites significantly speed up the recruitment of participants.

While I believe social media offers real opportunities, there is a danger of over-hyping its potential. And under-stating its complexity.

Before I explain why, it’s worth clarifying what a ‘social media’ campaign is. After all, many of the conversations I hear fail to adequately distinguish the difference between (a) social media campaigns and (b) paid advertising on social media websites.

Putting it simply, a 'social media' campaign involves open, honest conversations between a sponsor and potential study participants (plus their friends, family and doctors). This could take place on Facebook, Twitter or any other website that allows two-way conversation. Importantly, there is generally no media cost associated with these conversations.

In contrast, paid advertising that appears on a social network doesn’t constitute a conversation (although it may be driving traffic to a conversation). It’s a one-way piece of communication that appears because the sponsor has purchased media space.

Needless to say, the current excitement is mainly focused on the conversational bit of social media.

My primary concern here is that some sponsors and sites may be concluding that merely launching a social media conversation will solve their recruitment problems. It won’t.

To maximise effectiveness, an online conversation must be delivered as part of a wider communications program. After all, the various media channels are not interchangeable – they all play different roles.

Therefore, many studies still need to include traditional channels in their communication mix. Those could include radio, print, search engine marketing, study specific websites, etc.

What’s more, as with all communications channels, online conversations will only be as powerful as the quality of the information the sponsor or site provides.

To engage potential subjects, communication about a study must be easy for non-medical people to understand. Amongst other things, that means:

- Explaining complex concepts.

- Avoiding medical jargon (or explaining it when jargon can’t be avoided).

- Providing more rather less information about the study.

- Giving the study a human face.

As with any clinical trial patient recruitment communications activity, a great way to understand how to use online conversation is to observe what consumer brands do. Take a look at Coke, Nike or McDonalds and you’re sure to find some useful ideas for your recruitment campaigns.