In the US, the average person spends a staggering 7 hours and 3 minutes on screens daily, with 2 hours and 14 minutes of that time spent on social media. Globally, this number is even higher, with users spending an average of 2 hours and 23 minutes on social platforms. This makes patient recruitment using social media an effective tool for reaching a large number of potential candidates.
Choosing which platform is best for your trial depends largely on the target group you wish to reach. Each social media platform has its unique strengths and attracts different demographics and age groups. Knowing which platform(s) to use for your specific trial is a great first step towards a successful recruitment campaign. Learn more about picking the right social media platform for clinical trial ads.
Depending on the size of the trial, rarity of the condition being studied, and the strictness of the eligibility criteria – organic advertising can be enough to find enough participants. In most cases organic advertising must be supplemented with paid advertising to meet enrollment goals. This list will include tips that are relevant for both types of advertising - organic and paid.
Regardless of the platforms you choose or whether you opt for organic or paid advertising, these 7 tips will help you create successful social media clinical trial recruitment ads that stand out and drive results.
7 Tips for Social Media Clinical Trial Recruitment
1. Use Relatable and High-Quality Images
The first impression of your clinical trial ad will often be determined by the image. While using images is not necessary on all platforms, studies have shown that ads with images perform better than text-only ads. For instance, posts with images or videos on Facebook generate 2.3 times more engagement. For potential participants scrolling through their social media feeds, a visually appealing, relevant image can be the difference between them engaging with your ad or scrolling past it.
High-quality, professional images resonate more with audiences, helping to establish credibility and trust. Creating trustworthy clinical trial ads are key in an industry that heavily depends on the trust of participants. For this reason, investing in high-quality photos can be well worth it.
Consider using images that are directly related to the condition or disease being studied. For example, if your trial focuses on diabetes, showcasing a person using a glucose meter could effectively capture the attention of individuals living with diabetes. Ideally, the image should not only be relevant but also evoke an emotional connection. Showcasing relatable scenarios can significantly increase engagement and improve the effectiveness of your social media clinical trial recruitment efforts.
2. Create Professional-Looking Ads
Credibility is key when it comes to clinical trial recruitment. Clinical trials often deal with sensitive issues, and potential participants need to trust that the study is legitimate and will be handled professionally. A poorly designed ad can cause skepticism, leading potential participants to avoid engaging with the trial.
Investing in well-crafted, professional-looking ads will not only boost credibility but also demonstrate the seriousness of the clinical trial. This is particularly important if your trial involves a complex medical condition or requires participants to commit to a long-term study.
Make sure your clinical trial ads feature clear, concise information about the trial, including for instance eligibility criteria, compensation, and benefits. Make sure that the ad layout is clean and easy to follow. Especially highlighting eligibility criteria will help you minimize wasted ad spend on ineligible participants when using paid ads.
A professional design does not mean the ad has to be overly polished or stiff. In fact, authenticity is important, so ensure that the visual elements align with your trial’s values and message. Simple design elements like a well-organized layout, easy-to-read fonts, and a cohesive color scheme can go a long way in making your ad look professional.
3. Include Location Information
One of the best ways to enhance the relevance and effectiveness of your clinical trial ads is to include the specific locations where the trial is being conducted. Including city names or region-specific information in your ad not only makes it more relevant to the target audience but also adds credibility. When individuals see that the trial is being conducted near them, they are more likely to engage and express interest in participating.
Moreover, including information on the research site locations will help you avoid wasting ad spend by targeting users outside the trial’s geographical reach. Most social media platforms allow for highly targeted location-based advertising, so take advantage of these features to ensure your ads reach the right people in the right places.
4. Make Eye-Catching Clinical Trial Ads
Today, the average social media user scrolls 300 feet worth of social media feed. On top of this, social media users’ attention spans are shrinking and they are more selective than ever about the content they interact with. This highlights the need for clinical trial ads that are eye-catching and grabs the attention of potential candidates.
To make your ads eye-catching, use bold colors and dynamic designs to capture attention as users scroll. Bright colors like red, blue, and green can grab the viewer’s eye, but be sure not to overuse them, as this can make your ad look overwhelming, cluttered or potentially unprofessional and untrustworthy. Test out different colours and see what resonates best with your target audience.
It is also important to ensure that your clinical trial ads are compelling and easy to understand. Focus on concise messaging that speaks directly to the potential participant’s needs and concerns. In clinical trial ads, clarity is crucial – people should immediately understand what the trial is about and what is expected of them.
5. Test Different Images and Messaging
It’s important not to rely solely on intuition when creating social media clinical trial recruitment ads. What you think will be successful may not always work as expected.
To truly understand what resonates with your target audience, it’s essential to run multiple versions of your ads with varying images and messaging. Testing out different designs will also help you cut down advertising costs in the long run if the trial is recruiting over an extended period of time.
A/B testing is an effective way to experiment with different combinations of images, messaging, and copy. Monitor the performance of each ad to see which elements are driving the best results, and use this data to optimize future campaigns.
6. Leverage the Power of Algorithms for Ad-Text
Social media platforms like Facebook, Instagram, and TikTok have highly sophisticated algorithms that allow you to target specific audiences based on interests, behaviors, and demographics. These algorithms are designed to help you optimize your ads and get your ads in front of the most relevant users.
Not only can they help you figure out which visual elements work best but they are also highly effective at figuring out which texts resonate the best with your target group. For instance, on Facebook, text elements include Primary Text, Headline, Description and Call to action – all of which Facebook continuously tracks. For this reason, adding variations of texts can help you find the most effective texts down to the smallest details.
It is important to remember that digital advertising is a dynamic process. Once your ads start running, monitor their performance regularly, and be prepared to make adjustments as needed. The more you test, the better you will understand what works for your specific trial.
7. Adapt Ads to Regional Differences
Clinical trial recruitment often involves participants from various geographical areas - whether different states within a country or entirely different countries. These different regions may respond differently to the same ad. Differences in culture, language, and even healthcare awareness can all impact how your ads are received.
To ensure that your ads resonate with diverse audiences, test and adapt them based on local differences. If your trial is running in different regions, create customized ads that speak to the unique characteristics of each area. For example, if your trial is running in multiple countries, consider adjusting the language, imagery and messaging to align with local cultural norms and healthcare.
In the U.S., consider creating an English version as well as a Spanish version. With more than 65 million Hispanics living in the US, Hispanics are the largest minority in the U.S. making up 19,5% of the total population. According to a Pew Research Center study, around 34% of Hispanics consume social media content in Spanish, while 35% said they consume it equally in Spanish and English.
English terms like ‘clinical trial’ may be difficult for them to understand, so adapting the language to something that is more familiar can be beneficial and help you get your message across more effectively.
Final Thoughts on Social Media Clinical Trial Recruitment
Social media offers a wealth of opportunities for clinical trial recruitment. By applying these tips, you can ensure that your clinical trial ads reach the right people and encourage them to take the next step in participating. We hope this list has given you some actionable ideas for how you can leverage social media advertising to successfully enroll participants for your trials.
At Patiro, we have helped companies in over 44 countries and across 2,000 diseases successfully recruit patients using social media and digital platforms. With our expertise, we have learned what works and what does not when it comes to clinical trial recruitment. If you believe Patiro could be a good fit to help with patient recruitment for your trial, schedule a demo.
