Here at TreatmentTrials, we firmly believe that patient recruitment advertising works best when it features real people. Like your Principle Investigator and Study Coordinator.

That's because, in the mind of the patient, they're far more credible than actors and models. Or plain text on a webpage.

You can feel the impact of an authentic voice in this superb video for Chicago suit maker, Oxxford Clothes.

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Air New Zealand has found a brilliant way to get bored passengers focused on safety.

The airline has launched an in-flight safety video that dispenses with the usual yawn-fest. In its place is a piece of content that powerfully captures people's attention. And ensures that they're able to understand a number of complex messages - despite being a lay audience.

The video is so good at engaging people that it’s had over 500,000 YouTube views in its first four weeks.

Why is it relevant to your patient recruitment? Because it shows how good communications make a difference when explaining complex things to lay people - in your case, when explaining clinical trials.

As a patient recruiter, your key take out is this: apply smart communication techniques when promoting your study to patients and you'll stand a good chance of:

•    Making them aware of your clinical trial
•    Having them understand its complexities
•    Getting them enthusiastic about participation.

Needless to say, I don’t think comedy is the right tool for promoting a clinical trial. Luckily, you don’t need it to be effective. What you do need is to understand the principles of good communication.

 

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