In clinical-trial recruitment, consumers prefer longer social-media messaging

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

A recent study providing real-world insights into the effectiveness of digital advertising for clinical trial recruitment shows that what works for traditional social-media marketing does not necessarily work in this more specialized endeavor.

The “Content that Clicks: Effective Social Marketing for Clinical Trial Recruitment” study was conducted online in September 2018 by Syneos Health (formerly inVentiv Health), the Raleigh, North Carolina-based multinational clinical-studies contract research organization.

Lead author Michael Pearlman explained that the aim of the study – which included 432 patients in the US with epilepsy and migraines, two conditions with active late-phase pipelines – was to help...

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