Are you looking at Patient Recruitment from a long term perspective?
Recently, I have been encountered with the question by many people asking how they can increase enrollment quickly for patient recruitment. The question I ask them is have they been building a trust and a following on their social media sites so they can reach out to all followers for study notification. The answer I continually receive is no or a little… This is where one needs to consider the process of marketing and the trust building process then, ultimately leading to the lifetime value of that patient or possible patient recruitment. CRO’s and Pharmaceutical companies need to be actively building lists of engaged followers to be able to instantly reach out to these avenues when subjects are needed.
You can make the analogy of a bank saving account. Those who are consistent with saving will have the money when it is needed. Same goes for clinical research. Those that actively build “engaged email lists” and “qualified” social media followers will be able to reach out to those lists when needed. In this type of marketing, it is all about the lifetime value of that contact. What I have seen time and time again is subjects will sign up 2 months, 6 months, or even 1 year prior to actually joining a clinical trial. The best part is, the people that started following an organization long before they actually sign up for a study went through an educational process and a trust building process. Then when a need arose from the sponsor or CRO for a study, the subject was already eager and waiting to join the study because they understood what a clinical trial is and had an established relationship with the organization. This is perhaps the ideal situation when it comes to clinical trial patient recruitment.
So how do you keep these list engaged even though there are no studies for them to join at the present time? This is where good, fresh, and valuable content comes into play. Every piece of information you send them does not have to be an advertisement for study notification. Send them a message about some success in an area of research or some good educational content about clinical research or drug development. Give them something that builds a stronger trust and following. If you stick to this process, you will see a significant change in the amount of response you receive from your list. That does bring me back to the importance of establishing patient Lists.