Clinical trial recruitment has long been treated as a numbers game. Get as many eligible patients in the door as possible and call it a win. But getting participants in is only a small part of the story. Here’s the part we tend to skip over: the real challenge is keeping them engaged, supported, and confident throughout the entire clinical trial experience. And even then, that’s not the full story. The WHY is the critical thing folks often forget about: that successful participation and adherence to the protocol’s requirements is the ultimate driver.
Forward-thinking sponsors and sites who see the first click, call, or visit not as the finish line, but as the opening sprint, are starting to see this shift pay off. Patients who feel heard and informed are more likely to show up for every visit, complete the study, and tell others about their experience in a positive light. In other words, recruitment is the spark, but it is the participant experience that keeps the flame alive throughout the trial.
Here are three pillars I recommend incorporating as a recruitment strategy.
1. The “Welcome Experience” is More Than a Handshake
Getting someone to click “Learn More” is one thing. What happens next can make or break their decision to move forward. A warm, highly organized first interaction sets the tone for the entire trial. Participants should leave that first touchpoint knowing exactly what to expect, what to do next, and where to turn for help. The best programs treat this step like VIP onboarding with clarity, respect, easy-to-use resources, and a personal connection.
💡 Read what leaders from Pfizer, Merck, AstraZeneca, and Gilead shared about clarity and the patient experience during recruitment.
2. Social Media and Engaging Content Define the New Waiting Room
Traditional advertising still has a role, but there has been a shift toward hyper-local trust. On platforms like Facebook, Instagram, and TikTok, communities swap recommendations, share updates, and amplify trusted voices. Savvy recruitment programs are tapping into micro-influencers, patient advocates, and neighborhood-specific targeting. The goal is to make recruitment feel less like an ad and more like a conversation. Bolster that with engaging content that goes beyond the cold, hard details of the study worth sharing, and you have all the makings of a waiting room that fosters trust.
3. Keep the Momentum and Education Up Between Visits
Much like how consent doesn’t end with the consent form, enrolling a participant is not the end of recruitment. If there is an awkward gap in communication, interest and trust can fade quickly. Enter our digital tools: visit-specific reminders, progress updates, and plain-language bespoke resources to keep participants on track and confident, while reducing the burden on the site to do this. At ProofPilot, we have seen firsthand how participant-first portals reduce confusion and improve overall satisfaction, which is a win for everyone. As a bonus, when participants have easy access to the right information and resources, they’re less likely to turn to Google, Reddit, or even ChatGPT to learn about their clinical trial.
💡Discover how one big pharma company partnered with ProofPilot to improve patient engagement and compliance.
TL/DR: Recruitment is the spark, and what happens after that is the flame. In today’s competitive clinical trial environment, the teams that master both will not just meet their numbers--they will create lasting trust with the participants who make the research possible.