People, Not Just Patients: A Common-Sense approach to Marketing for Clinical Research
By Derek Baker, Patient Engagement & Marketing Director
Clinical trials are the backbone of medical advancement. Without them, innovation in treatments and therapies would stall. Yet, despite their importance, clinical trials often struggle with recruitment, retention, and public perception. Why? Because the industry traditionally has always marketed to “patients”—not people.
At Panthera, our approach to patient engagement isn’t just about finding participants; it’s about fostering a relationship with the wider community. Recognising that behind every statistic is a human being with fears, hopes, and questions. Our goal as clinical research marketers is to educate, engage, and empower—ensuring that individuals see clinical trials not as a last resort but as a viable and accessible healthcare option.
Awareness Through Authenticity
Many people are unaware of clinical research as an option or hold misconceptions about the process. Some fear being “guinea pigs,” while others assume trials are only for those who have exhausted all other medical options. These myths persist because traditional marketing efforts often fail to resonate with real human experiences.
Our approach is different. We emphasise storytelling, patient testimonials, and community-driven outreach to build trust. By showcasing diverse narratives—featuring people from various backgrounds and health journeys—we demonstrate that clinical trials are not just for the critically ill but for anyone looking to contribute to medical progress.
Education as a Cornerstone
Misinformation thrives in an environment of confusion. The complexity of clinical trials can be intimidating, and medical jargon often alienates potential participants. That’s why clear, accessible education is at the heart of our outreach strategy.
We use multiple channels—social media, popular press, community events, and clinic-based materials—to break down the trial process in understandable ways. We empower partnering healthcare providers with the tools to discuss clinical trials confidently with their patients. By prioritising education, we shift perceptions and encourage informed decision-making.
Seeing People as Consumers
In today’s healthcare landscape, people are not just patients—they are consumers who make informed choices about their health. The rise of digital health, wellness trends, personalised medicine, and even parallel markets like eCommerce has empowered individuals to take control of their information, purchasing, and healthcare journey. Clinical trial recruitment must align with this reality.
E-commerce has transformed the way consumers digest information online, guiding their decision-making through personalised experiences, transparent communication, and easy access to relevant information. This constantly evolving consumer experience should be mirrored in how the health industry ethically promotes clinical research opportunities to the public. Just as consumers expect a seamless, informative, and engaging journey when making purchasing decisions, they should encounter the same level of accessibility and clarity when considering clinical trials.
By viewing potential participants as consumers, we emphasise convenience, transparency, and personalised engagement. This means providing clear value propositions, seamless digital experiences, and trial options that fit into people’s lives rather than disrupting them. When we market clinical trials with the same level of sophistication as other consumer-driven industries, we enhance accessibility and appeal, ultimately leading to higher participation rates.
Recruitment: A Two-Way Conversation
Traditional clinical trial recruitment often treats participants as numbers in a quota. We reject that notion. Instead, we foster meaningful conversations. We listen to concerns, answer questions, and provide resources that allow individuals to make the best choices for their health.
Inclusive marketing is a key part of this approach. Representation matters—people need to see themselves in the materials we create. Our campaigns ensure diversity in imagery, language, and outreach efforts to reach historically underrepresented communities. Accessibility is also a priority; we design materials that are culturally sensitive and easy to navigate for all literacy levels.
Building Trust, One Person at a Time
Trust in the healthcare system varies widely. Many communities—particularly those with histories of medical exploitation—harbour scepticism toward clinical trials. Overcoming this requires more than just marketing; it requires sustained engagement, transparency, and a commitment to ethical practices.