Enhancing Patient Recruitment: Social Media

Social media is an ever-increasing medium for sites and other research organizations to recruit patients. While some organizations may be able to recruit social media followers, this post will focus on using social media outlets’ paid advertising availability. If your organization uses, or is looking to use, social media as a channel to find patients for your trials, here’s a few tips you can use to ensure you get the most out of what you spend.

Short, Effective Messaging

Whether advertising on Twitter, Facebook or LinkedIn, you will have a very limited space to craft your message. It’s important to ensure your message is as effective as possible by making sure you include a call to action. By including messaging that invites a reader to “click here” to do something or to “sign up” will vastly increase the likelihood a user will click your ad. Don’t focus on a wealth of information on these ads. As long as readers know what the ad is for and what clicking will get them, they’ll have all they need to move to the next step.

Proper Segmentation

Social media advertising isn’t worth your time if you don’t properly segment. Every study requires a different ideal patient. While social media can’t provide you the depth of patient information that can be found in your CTMS (if you use a CTMS…), it can still get you in the ballpark. For example, here are a few demographics you should always be using to narrow down your advertising reach:

  • Gender
  • Age
  • Geographic range
  • Interests (ex: anything related to your therapies – not always effective)

Proper Budgeting and Time

When building your program, it’s important to set an effective budget and ample timeline. Without these, your ads may not be displayed for long, or they might not receive optimal placement. It is important to also ensure your ads span your recruitment window to ensure maximum reach within your selected audience.