In today’s world, consumers expect seamless, engaging experiences at every touchpoint – from discovery to decision. Yet, when it comes to recruiting patients for clinical trials, the process often feels disconnected and complex. Despite being highly active online, potential participants find trial opportunities hard to spot, let alone connect with. In an era where brands deliver personalised, frictionless experiences, why do clinical trials still struggle to capture attention and earn trust?

Deciding to join a clinical trial is a deeply personal and often complex choice, yet current recruitment strategies too often miss the mark. They rely on outdated, one-size-fits-all tactics that overlook the emotional and individual needs of potential participants. Far too often, clinical trials are presented in a way that feels cold and disconnected –  heavy on jargon, technical details, and statistics, but light on the human touch. This impersonal approach can fail to resonate with patients, ignoring their real-world experiences and the competitive environment shaped by today’s consumer-savvy brands. The result? A missed opportunity to engage the 90% of patients who don’t even see clinical trials as a viable treatment option.

Mark Evans

Managing Director

“ Patients aren’t just looking for facts – they’re looking for something they can relate to. ”

With sponsors losing an estimated $8 million for every day a drug is delayed¹, the need for change couldn’t be clearer. Success hinges on creating patient recruitment strategies that truly meet the moment – designed around the real-world needs, understanding, and expectations of today’s patients and the general public. After all, patients are consumers first, and they’ve come to expect the same personalisation, transparency and relevance in healthcare that they experience everywhere else in their lives.

So how do we make patient recruitment more relevant in today’s world?

Lead with emotion, follow with function

While clinical trials are often rooted in science, the message doesn’t have to be. At Havas Faze, we conduct audience research to uncover how people live with a condition and how it affects their lives. These insights enable us to create advertising that truly reflects the emotional and practical hurdles patients encounter. We also stay in tune with cultural movements and industry trends, ensuring our messaging strikes a chord and drives action.

“ When clinical trials are framed as a chance to improve lives – through empathy, transparency, and human connection – they will attract the participation and trust they need to succeed. ”

Angelina Radjenovic

Head of Strategy

Connect with influencers to be part of culture

Today’s patients are active on social media, watching YouTube videos, participating in Reddit discussions, and turning to TikTok as their go-to source for healthcare information. Sponsors need to adopt an omni-channel approach, creating content tailored to these platforms. Whether it’s through social media campaigns, interactive videos, or partnerships with influencers trusted by their communities, we’ve seen great success when blending these channels. By collaborating with diverse influencers who resonate with our target audience and offering them authentic, relevant content, we build trust and raise awareness about clinical trials.

Conversion is an art, not an afterthought

Effective advertising alone isn’t enough to convert interest into trial participation. The journey from seeing an ad to enrolling in a trial is rarely straightforward – it’s often long, complex and filled with numerous steps. That’s why it’s essential to focus on the emotional experience and guide individuals with care at every stage. At Havas Faze, we prioritise creating a seamless experience, starting with a user-friendly website where patients can easily find the information they need to make informed decisions. We also ensure that potential participants are contacted within an hour of registering their interest, when motivation is at its peak. Our contact rates are 300% higher when the first call is made within an hour. Timely follow-up is crucial for maintaining trust and keeping patients engaged from start to finish. These steps are key to nurturing leads and ensuring sustained engagement throughout the entire process.

As you can see, there’s much more to patient recruitment than simply promoting a trial – it’s about connecting with patients at the right time, in the right place, and with the right message. If sponsors and patient recruitment companies can take a few lessons from the world of consumer brands, they might just find the right formula for success.

References

1. Johnson O. An evidence-based approach to conducting clinical trial feasibility assessments. Clin Invest. 2015;5(5):491–499. doi: 10.4155/cli.14.139.