Clinical trial patient recruitment and retention practices are constantly advancing thanks to technological innovations, patient expectations, the rise of Artificial Intelligence (AI) and the increased, and much-needed, spotlight on diversity and inclusion. At the same time however, clinical trial patient recruitment remains as challenging as ever.
At Innovative Trials, we spend every day supporting our clients to accelerate patient access to life-changing treatments through our best-in-class clinical trial patient recruitment and retention support.
It’s not always easy, but we like a challenge, and we’ve found through our years of experience that there’s no hurdle too high that stops us doing what’s best for sponsors, sites and, most importantly, patients.
Major clinical trial patient recruitment challenges
Drug development is rarely a smooth and easy process, and clinical trial patient recruitment and retention has, and continues to be, one of the biggest obstacles sponsors face in getting their treatments to market.
Key challenges include:
- Diversity and inclusion. Increasing patient diversity so that the entire patient population is represented in each clinical trial has been a decades-long challenge for the pharmaceutical industry. This is vital to make sure treatments are safe and effective for everyone who needs them.
- Mistrust and anti-science sentiment. Mistrust in the pharmaceutical industry has existed for many years, but became more pronounced after the COVID-19 pandemic. This is likely to be linked to the increased spread of misinformation, particularly on social media platforms.
- Technology over-reliance. The growth of digital technology has opened new avenues for clinical trial patient recruitment, but it also comes with challenges. There is a risk that those who are unable to get online or are not used to digital devices could be left behind, exacerbating the diversity and inclusion challenge further.
- The use of AI. AI offers exciting possibilities for streamlining recruitment, but it is not without its issues. Maintaining ethical standards is key and pivotal to this will be extensive oversight to ensure data accuracy and quality, maintain data integrity and reduce the risk of bias.
- Professional burnout. Many clinical research sites carry a large administrative burden and often struggle to find the time to execute all their tasks effectively. We know staff can find it difficult to manage workload. If this isn’t properly addressed, it risks them burning out.
Five strategies to boost clinical trial patient recruitment
Embed empathy into all clinical trial patient recruitment activity
Never underestimate the importance of empathy in clinical trial patient recruitment and retention. Empathy is a gateway to building trust and establishing meaningful relationships with patients because it allows them to feel heard, respected and valued.
Actively listening to patients’ concerns, addressing their questions with care, and acknowledging their unique experiences can go a long way towards breaking down enrolment barriers. This human-centred approach enhances patient engagement and ensures recruitment efforts are inclusive and respectful, ultimately leading to better outcomes.
Our Patient Support Centre, for example, liaises directly with patients to answer any questions they may have, help them with any study-related issues, remind them of important appointments and is there to listen when participants just want someone to talk to. It’s a highly rated service by patients and sites alike.
Patient education to demystify clinical research
In this online age, more channels than ever allow information to be shared widely and quickly. Sadly, not all information is accurate. Sometimes it can be deliberately misleading.
This rise of dis- and mis-information has fuelled public cynicism. Combined with the fact that clinical research has always been somewhat shrouded by a veil of obscurity to the general population, it can be difficult to gain people’s trust and help them understand what clinical trials are and why they are so important.
Raising public awareness about clinical trials and tackling online dis- and mis-information is essential for long-term recruitment success. It’s why we have launched the Innovative Trials Academy, to increase public awareness of clinical research, challenge the myths that exist and make sure they feel educated and confident about what it involves and why it’s so important.
We’re working with the entire clinical research industry to meet people where they live, learn and gather. We’re going into schools, colleges and universities. Giving talks to youth groups and at community events.
“We’re taking clinical research into communities, creating a generation of people who understand what clinical trials are before they are ever asked to participate in one.” – Eloise Moffett, Vice President of Commercial for Innovative Trials
We’re also working with companies through our ITA Education Partners programme to invest in other educational campaigns and initiatives, on- and off-line. Together, we can demystify clinical research, build trust, support patients and their families and carers to make informed decisions, and encourage the next generation of clinical research leaders.
Invest in community outreach to increase diversity
One of the most pressing challenges for clinical trial patient recruitment continues to be the underrepresentation of diverse populations in clinical trials. As we all know, diversity helps ensure that clinical trial data reflects the real-world population for that particular treatment. This helps inform dosage recommendations and understand potential side-effects.
There is no quick fix to solving the challenge of diversity in clinical trial patient recruitment; the barriers to participation are, in many cases, ingrained and longstanding. However, one of the most effective ways to start tackling these is through local, in-country activity. A one-size-fits-all global approach does not work; sponsors must instead prioritise building relationships with local organisations and advocacy groups, especially those who work with and are based in underrepresented communities.
Here at Innovative Trials, our 1:1 In-country Recruitment Coaching and Site Support is perfectly placed to support this work. We have clinical trial patient recruitment experts based in more than 70 countries, each one from a clinical research background and with a thorough understanding of local healthcare systems, cultures and languages. Our Clinical Enrolment Managers (CEMs) work with each site to create bespoke diversity plans and wider recruitment strategies, and will support them every step of the way to make sure processes are optimised and working well.
Sponsors must also be aware that patient diversity in clinical trials is a ‘long game’ and invest in ongoing and long-term engagement initiatives.
Leverage digital technology strategically
Technology plays an increasingly significant role in modern clinical trial patient recruitment strategies. Digital advertising campaigns can target and reach specific demographics to increase the pool of potential study participants. Meanwhile, AI offers exciting possibilities for improving trial accessibility and streamlining recruitment, making digital solutions attractive and cost-effective options for sponsors and sites. And wearable tech makes health monitoring easier and more convenient for people.
But there is a darker side to such technology - an over-reliance can ultimately make recruitment harder, not easier, as it risks widening the ‘digital divide’. Not everyone has the financial or physical means to access the internet or online-connected devices. Others may not possess the necessary knowledge to navigate or use online platforms or advanced technology.
We firmly believe the key to keeping clinical trials accessible is to combine traditional recruitment methods with innovative technologies. We bring both worlds together, building engaging digital campaigns as part of a wider recruitment mix involving materials in other formats and the opportunity for potential participants to speak to someone human, to make sure no-one is left behind. This promotes inclusion and contributes to a more positive relationship between patient and site.
Support research sites to avoid burnout
Burnout is a very real concern in healthcare. Research shows healthcare professionals can be prone to it due to the intense nature of their jobs, and we know clinical trial support staff can also experience symptoms, such as extreme emotional exhaustion.
Sites are very often time and resource poor yet their workload remains high. It can be an impossible juggle. For patients, it can reduce the quality of care or attention they receive. For site staff, it can impact their mental and physical health. For sponsors, it can result in sometimes lengthy delays.
To avoid burnout, it’s crucial sponsors recognise this issue and put in place additional support. Consider commissioning a third-party vendor like ourselves. We understand the challenges that everyone faces in clinical research and can use our expertise to take the weight off the shoulders of site staff. Our ‘human first’ approach makes sure patients feel heard, valued and respected. And that means trials work more efficiently, benefitting sponsors.
A future vision for clinical trial patient recruitment
So, what is the future for clinical trial patient recruitment? At Innovative Trials, we believe in a ‘blended’ approach. Technology and AI have the potential to streamline processes, reduce site burden and make clinical trials more inclusive and accessible, but this will mean nothing without the ‘human touch’.
Empathy will remain a key element of patient engagement, and its authenticity lies in human relationships. Local, in-country community outreach, and patient and site support will always be much more effective at tackling public distrust and dismantling barriers to participation than remote or digital initiatives.
We are also committed to educating patients, their families and carers, and the wider public about clinical trials. Making sure potential study participants and their loved ones have the knowledge they need to make informed decisions based on accurate and truthful information is crucial to successful clinical trial patient recruitment and retention.
As a leading global force in clinical trial patient recruitment and retention, we are the only such company to provide in-country support to 70-plus countries. We work closely with our clients to accelerate patient recruitment and boost retention, benefiting sponsors, sites and patients. Find out more about how our work is helping accelerate patient access to potentially life-changing new treatments.