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Targeted Online Marketing in Patient Recruitment



The numbers have been studied for years: approximately 86% of clinical trials fail to meet enrolment deadlines, with study timelines often extended to double their original duration to meet enrolment targets. Participant recruitment for clinical trials has been called “the most difficult and challenging aspect of clinical trials”, with flaws in recruitment identified as one of the main reasons for the failure of clinical studies. There are a multitude of reasons why a study may be slow to enrol, but most come back to two main reasons: a shortage of potential subjects or a site not having the resources to process these subjects. Targeted online marketing teamed with a technology-based recruitment platform, if done correctly, can be used to cost-effectively and strategically alleviate two of these common challenges in clinical trial patient recruitment.

In this digital age of smartphones providing high-speed, real-time access to any information we desire, patients are more informed than ever before. They research their conditions, fact check sources, and change their behaviours on a whim. As our patients grow and adapt, so must our recruitment strategies. Patients are online researching their conditions, and that’s where we need to be – a simple click away. Virtually all patients are online; 80% of patients use the internet for health-related information and 87% of the developed world’s population has access to the internet. Whether these patients are on Facebook, Instagram, YouTube, Google, or health-related websites, there is an ability to target them online in real time.

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About the author

Bethany Bray, BSc, MRes, MBA, is the CEO and Co-Founder of AutoCruitment, a global industry leader in online clinical trial patient recruitment for pharma and biotechnology companies and CROs. In her role as CEO, Bethany leads strategic client relationships for AutoCruitment and is a recognised thought leader in the pharma industry. Bethany brings over a decade of deep expertise optimising AutoCruitment’s proprietary technology platform and algorithms to accelerate online clinical trial patient recruitment while decreasing recruitment timelines to patient randomisation. Bethany holds a BSc in Pharmacology, a Masters in Translational Medicine and Neuroscience from Imperial College London, UK, and an MBA from the Georgia Institute of Technology, US, with a concentration in entrepreneurship and technology innovation. Bethany was hand selected into the elite TI:GER (Technology Innovation: Generating Economic Results) programme while serving as an oncology research specialist at the Winship Cancer Institute of Emory University Hospital prior to founding AutoCruitment.

bethanybray@autocruitment.com
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