A Q&A with Antidote’s Senior Supervisor of Digital Advertising, Sean Irvine


October is Nationwide Well being Literacy Month, a time to concentrate on how we will enhance an individual’s understanding of the well being and medical info shared with them. Antidote’s Senior Supervisor of Digital Advertising, Sean Irvine, shared his ideas on the significance of well being literacy and the way we will create extra patient-first recruitment campaigns. Learn our Q&A session beneath!


A Q&A with Sean 

How can we be certain recruitment campaigns stay patient-centric? 

It’s vital to concentrate on the wants, issues, and experiences of the affected person by way of each step of the recruitment course of. Crafting messaging that resonates with their well being challenges and highlights the potential advantages of scientific trial participation in a means that feels relatable will go a good distance in connecting with sufferers. 

To make sure recruitment campaigns keep patient-focused, some key steps might be taken. First, we will higher perceive affected person wants by conducting surveys or focus teams to find out about sufferers’ experiences and expectations associated to their well being and scientific analysis. Utilizing the data gathered and involving sufferers when creating recruitment supplies ensures they resonate with the viewers. Keep away from business and medical jargon as a lot as potential, and use easy language that’s simple to grasp and addresses frequent affected person issues like security, comfort, and care in the course of the trial. Emphasizing how participation may help sufferers by advancing analysis and offering entry to potential new therapies makes the advantages clear.

Moreover, it is necessary to make it possible for campaigns use each imagery and content material that’s inclusive to all and displays the range of the affected person inhabitants, together with totally different ages, ethnicities, and backgrounds. It’s necessary to make sure the content material feels welcoming to folks from numerous backgrounds, incorporating their experiences and values. Leveraging digital instruments like social media and on-line platforms may help attain sufferers the place they’re and supply partaking, informative content material. Lastly, frequently reviewing recruitment methods and making adjustments based mostly on affected person suggestions and wishes can improve the general effectiveness of the marketing campaign. 

By centering the marketing campaign round affected person views and experiences, organizations can construct belief and encourage larger scientific trial participation.

How necessary is it to indicate empathy when creating promoting content material? What ought to be thought of to do that?

Exhibiting empathy in affected person recruitment promoting is crucial for constructing belief, addressing issues about scientific trials, and inspiring participation. Folks might really feel anxious or unsure about these research, so it’s necessary to acknowledge these feelings within the messaging of our advert content material. Utilizing language that reassures and provides understanding will go a good distance with potential sufferers, as they’re extra prone to interact after they really feel understood and valued.

To create empathetic content material, researching affected person views will present a greater understanding of their ideas, emotions, and experiences concerning scientific trials. Recognizing the emotional and bodily challenges they might face when contemplating participation will assist validate their emotions and guarantee they really feel heard.

October is Well being Literacy Month. People with low well being literacy can have hassle understanding info given to them, which may make it troublesome for them to make educated selections about their well being and participation in analysis. What steps can we take to enhance well being literacy disparities and create content material that’s simpler to grasp?

Most significantly, simplify the language utilized in all promoting supplies; avoiding complicated and complicated medical jargon through the use of clear, on a regular basis language will make the data extra comprehensible. Including visible aids, like infographics and diagrams may also break down complicated ideas into simply digestible information. Content material ought to be concise and to the purpose, with clear directions on what the affected person can count on. It is also necessary to contain sufferers in creating the content material, as their suggestions can spotlight what’s complicated and assist refine the supplies. 

What’s the easiest way to make sure the affected person’s voice is captured in recruitment and promoting supplies? 

One of the simplest ways to make sure the affected person’s voice is captured in recruitment and promoting supplies is to contain sufferers early within the course of. This may be executed through the use of affected person testimonials, case research, or actual affected person tales, which give genuine views that resonate with potential contributors. These parts assist create a way of connection and belief, making the supplies really feel extra relatable to the affected person.

Partaking with affected person advocacy teams and focus teams lets you hear instantly from actual sufferers about their experiences and views. Conducting affected person surveys and gathering suggestions can present useful insights as effectively. Collaborating with sufferers on the creation of supplies additional ensures that their voices are really mirrored within the content material. This method not solely enhances the authenticity of the messaging but in addition creates a deeper reference to the target market.

How necessary is it to really perceive the affected person inhabitants you’re reaching with scientific trial promoting? What ought to we all know or perceive about sufferers to verify outreach supplies resonate with them? 

Understanding your affected person inhabitants helps with creating efficient recruitment campaigns. 

It’s necessary to know their particular well being challenges, motivations, and limitations to participation. This contains understanding their demographics—akin to age, cultural background, schooling degree, and even their most well-liked digital platforms. By tailoring outreach supplies to handle these components, you’ll be able to guarantee they resonate with precise sufferers. This focused method not solely enhances engagement but in addition helps construct belief, making sufferers extra prone to take part in scientific trials.

Some other ideas or strategies for retaining sufferers on the middle of recruitment efforts and scientific analysis?  

To maintain sufferers on the middle of recruitment efforts and scientific analysis, transparency is required. Many sufferers are apprehensive about scientific trials, so being open and sincere with them reveals respect for his or her time and well being. Clearly explaining the trial’s function, procedures, necessities, and potential dangers helps construct belief and encourages participation.

It’s additionally necessary to make the recruitment course of as handy and accessible as potential for the sufferers themselves. Simplifying the steps concerned, offering clear directions, and providing help all through the method may help get rid of limitations. By specializing in transparency and accessibility, we will be certain that sufferers really feel valued and supported of their participation.


In search of extra concepts on find out how to take a extra patient-centric and inclusive method to affected person recruitment? Obtain our free white paper for methods to enhance well being literacy for extra equitable entry to scientific trial analysis.



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