Top 3 things to avoid when digitally recruiting patients

As the clinical trial industry becomes more accustomed to patient recruitment through the use of digital marketing, there are many variables to consider when attempting to get the most out of your recruitment campaign. However, there are also some things we at Clinrol recommend you avoid. What follows are three of those things that come to mind.

DON’T put all your eggs in one basket

When most people hear the term ‘digital marketing’, they immediately think of tools such as Facebook ads or SEO. However, in this increasingly digital age, there are several platforms that could play a useful part in your patient recruitment efforts. Of course, Facebook is a very powerful tool for patient recruitment in clinical trials, but when you’re exploring the different mediums offered in the world of digital marketing, Facebook is just one avenue.

Other mediums include Quora, Instagram, LinkedIn and of course, Google’s advertising products such as AdWords and the Display Network. Each medium has its own strength and by embracing them, you can put yourself in a far better position to reach your enrolment targets and then some.

DON’T be generic

Although digital marketing offers advertising tools far more cost-effective than traditional forms of media, this has meant the online space has become saturated. As such, many organisations are running marketing campaigns with basic copy and imagery.

In order to appeal to your target audience, you need to ensure that the creative elements of your ads are customized and aligned with the types of patients you want to recruit. For example, you’d be better served using an image depicting a younger male population if you were attempting to recruit men below the age of 40. This will allow for greater engagement with your ads.

DON’T snub your patients

In order to optimise your campaigns, you must gather and respond to feedback. Prospective patients may comment on your social posts or send you direct messages to either find out more information or simply provide their thoughts.

Rather than creating an ad and allowing it to run unmonitored, you should make sure you engage with your potential patients by responding to messages and comments. You then use whatever data you’ve gathered to optimise your campaign, again and again.

This not only establishes rapport with your audience and builds your brand but ultimately ensures you locate the patients you’re searching for.

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