What Went Wrong? Why Your Recruitment Strategy Might Not Be Working

Recruitment is often a great tool to gauge the success of a trial early on. Recruitment issues may prompt more difficulties later on, so it’s important to know you are recruiting trial patients to the best of your ability. If you are noticing that your recruitment could be better, or that it has been giving you a lower ROI more recently, then here are some common reasons research organizations have ineffective recruitment.

Timeline Issues

If you are trying to operate on a condensed timeline, your recruitment will suffer. Especially within a budget, there’s only so much recruitment effort that can be done in a short amount of time. Potential patients need time to weigh pros and cons amongst themselves, and a message also needs to be displayed for some time in order to maximize the number of viewers. When recruiting, ensure you have an agreed upon timeline that maximizes your ability to effectively enroll patients.

Weak Audience Understanding

You really need to understand how each audience for a trial behaves. Using demographic and therapeutic information for an ideal trial patient will help you determine the habits and preferences of your target audience, which will help you solve the next two potential issues.

Wrong Message

Many patients may be motivated to enroll in a trial for money, but not all patients think this way. Depending on their financial status, they may be looking to use a trial as a method of treatment. Depending on their condition, patients may be looking for leading-edge treatments. Once you understand your audience, you can craft the right message and make your recruitment more effective.

Wrong Channels

Again, if you don’t know your target audience well, you may be reaching out to them via the wrong marketing channels. Based on demographic data, some audiences may prefer print ads to digital ads and social media may be the best way to reach out to some other types of audiences. Also, don’t forget that, for some targets, parents, children, or physicians may be the actual target audience for trial information.

Budgetary Constraints

If you know your audience, you can better determine your expected recruitment costs. If you’re operating with a budget that’s too small, you won’t be able to effectively make your enrollment goals. Understanding this, you can use your knowledge to negotiate a better recruitment budget.

To learn more about these ideas, check out “Can Anybody Out There Hear Me? 3 Basic Marketing Tips to Improve Enrollment.

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