Synthesizing Online Patient Recruitment with Community Outreach: Part 2: Relatability

Now that we’ve introduced the interplay between online recruitment and community outreach, it’s time to discuss best practices. We’ll review a few do’s and don’ts that will ensure your recruitment efforts as effective as possible. While some may be seemingly simple, all are important to understand on both a conceptual and tactical level.

Today’s blog will review the importance of relatability. Understand your target audience and craft a message that will be accessible and relatable to them. A timely example of this would be creating and distributing ‘Back-to-School’ health brochures in the upcoming months. Patients interested in health-related information will be more likely to read a brochure or blog with relevant health tips than a brochure describing your site’s research history. Think of this as a foot in the door. Relatable content opens the door for more clinical content in the future.

Relating to your target population shows an understanding of and a compassion for the needs of your potential patients. How can you communicate a relatable “we care” attitude?

1. Avoid using medical jargon.

While the clinical name for a condition may be “Diabetic Macular Edema’, recognize that many patients may refer to their condition as “Diabetic Eye Disease”.

2. Provide a service.

Understanding your community’s needs can also translate into offering services to meet those needs. Offer ‘free’ health screenings. We’ve worked with sites to develop free memory screenings, free blood pressure screenings, and other such measures that allow site staff to interact directly with potential patients while meeting a community need. As a bonus, site staff can also use this opportunity to identify patients who may be a potential fit for an ongoing study.

3. Give back.

Participate in local charities and fundraisers relevant to your therapeutic focus. If you don’t have the time to attend, donate or sponsor events. Showing a sincere interest and investment in your community not only demonstrates your local commitment, but also increases your visibility.


Bonus tip: Not sure how to relate to your audience? Put together a quick survey to find out what’s important to your patients, and use this information to inform your outreach.


Want to learn more about relating to your potential patients? Keep an eye out for our next blog, which will feature a case study example. Or, click the button below to connect with a member of our patient recruitment team who will be able to answer any questions you have.

ClinEdge Staff

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