Building Bridges: Combining Traditional and Modern Methods to Recruit Diverse Clinical Research Volunteers

In this age of social media, it's easy to overlook the value of traditional advertising methods like community print ads and late-night cable commercials. However, when it comes to recruiting a diverse pool of volunteers for clinical research, combining these "old school" techniques with modern social media strategies can create a comprehensive approach that reaches a broader audience.

Traditional Advertising: Tried and True

Community focused print advertising has long been a reliable method for reaching local populations. Local newspapers, community bulletins, and flyers placed in high-traffic areas can effectively reach demographics that may not be as active online, or are simply “captive”, like when standing in line to pick up your favorite morning coffee. This method ensures that older adults, rural residents, or those who may not engage with digital media are informed about clinical research opportunities. For instance, community outreach programs like those at Stony Brook University emphasize the importance of local volunteer involvement to advance medical research and ensure diverse participation.(1) Late-night cable advertising is another traditional method that shouldn't be dismissed. These commercials can capture the attention of insomniacs, shift workers, night owls, or care givers who might not be reached through other means. The familiarity and trust associated with television ads can also be a powerful tool in encouraging volunteer participation.

Community print advertising and late-night cable have the added advantage of being very inexpensive.

Modern Advertising: Digital Outreach

On the other hand, social media and digital advertising offer unparalleled reach and targeting capabilities. Platforms like Facebook, X, and Instagram allow for precise demographic targeting and engagement with potential volunteers. Using relevant hashtags such as #clinicaltrials, #researchopportunities, and #volunteerforresearch can increase visibility and engagement.(2) Moreover, digital platforms provide analytics tools that can help track the effectiveness of recruitment campaigns, allowing for real-time adjustments and optimization. One effective strategy is to create “A/B” (and “C” and “D” and . . . ) campaigns, using different phone numbers or email addresses in each to track which ads are more effective with specific demographics. This method allows researchers to determine which advertising strategies resonate best with various segments of the population, leading to more efficient and targeted recruitment efforts.(3)

Combining Both Worlds for Maximum Impact

Integrating both traditional and modern methods can significantly enhance the reach and effectiveness of recruitment efforts. A multi-channel strategy ensures that messages about clinical research opportunities are accessible to all segments of the population, regardless of their media consumption habits. For instance, a study by the University of Iowa highlighted the importance of community volunteers in advancing medical research and how a mixed approach can ensure a more comprehensive and diverse volunteer pool.(4) Similarly, the Mayo Clinic emphasizes the need for both traditional and digital methods to ensure robust volunteer recruitment, addressing various motivations and accessibility needs of potential participants.(5)

Take Action

If you aren’t already, try blending the reliability of traditional advertising with the expansive reach of digital platforms. If you are unsure of what community print media opportunities are available, visit a few local restaurants or coffee shops and look for media racks.? You may be surprised to find a wide variety, many of which are free to pickup and peruse.? ?Clinical research sites can effectively engage a diverse array of potential volunteers through these publications. This hybrid approach not only enhances recruitment efforts but also contributes to more inclusive and representative clinical research.

What combinations have you tried?? Share your experience, helping other sites to accelerate their enrollment too.

#ClinicalResearch #PatientRecruiting #SavingAndImprovingLives #AcceleratingResearch

The title of this article is based on the song “Love Can Build a Bridge” by The Judds. RCA Nashville, 1990.

Endnotes:

1. Stony Brook University. "Community Outreach for Research." Stony Brook University, 2023. https://www.stonybrook.edu/research-community-outreach/

2. Navazon Digital. "Maximizing Clinical Trial Recruitment with Digital Strategies." Navazon Digital, 2024. https://navazondigital.com

3. Navazon Digital. "Maximizing Clinical Trial Recruitment with Digital Strategies." Navazon Digital, 2024. https://navazondigital.com

4. University of Iowa. "Volunteer for Research." University of Iowa Clinical Research and Trials, 2024. https://clinicaltrials.uihealthcare.org/volunteer-research

5. Mayo Clinic. "Volunteering - Clinical Trials." Mayo Clinic Research, 2024. https://www.mayo.edu/research/volunteer-clinical-trials