Marketers answer the question: How can marketers use AI, marketing tech, and sophisticated analytics to help find participants for clinical research?

Chris Cullmann

Head of innovation, 
Guidemark Health

Large-scale data analysis, even for rare diseases, is going to provide a complete change for clinical trial recruitment. By leveraging modern computing power, studies can be scaled for analysis against similar rare diseases, patient populations, and therapies.

A key area of evolution will come from the consumer DNA test market: Companies such as 23andMe and AncestryDNA will allow scientists to compare DNA samples of patient populations. The analysis of DNA and identifying the attributes that result in a specific condition require the kind of computer power available only recently at scale.

ChrisCullmann

The pivotal change for the clinical researcher has to do with the modern perception of privacy and the public’s “philanthropy” of its healthcare data. By allowing better opt-in and specific privacy controls, the companies offering DNA analysis can provide a better data source to clinical trial recruitment scientists and organizations.


Sandra Shpilberg

Founder and president, 
Seeker Health

Finding and engaging qualified participants provides significant value in accelerating trial timelines. Here are three key areas of immediate high impact, all of which can be adopted now, to accelerate clinical trial enrollment.

First, the creation of a digital media campaign, placed on optimizable channels, such as Facebook and Google, to reach patients with rare diseases using precise targeting based on behavior and search data. Second, the use of an online pre-screening tool to qualify participants, within a clinical trial website that offers engaging and actionable patient education. 

SandraShpilberg

And third, the use of a patient lead management system that connects qualified patients to trial sites, sends automated, approved text and email messages, and tracks status toward enrollment.

The time is finally right for digital clinical trial enrollment platforms to provide this type of end-to-end digital enrollment.


Chuck Hemann

Managing director, analytics, 
W2O

Recruiting patients with rare diseases to participate in clinical trials is not unlike the challenges faced by tech brands trying to reach niche audiences. There are three tasks these teams can do to reach patients.

First, the marketing stack must be optimized to collect first-party data in a compliant way. Your owned properties and the backend tech supporting it provide a potential goldmine of data to find and target a niche audience.

Chuck_Hemann_Chicago_BW

Second, diversify your analytics approach. We use advanced linguistic techniques to identify audiences who could be a patient but don’t self-identify. Come up with a game plan that utilizes first- and third-party data sources to learn about these patients.

Lastly, embrace a test-and-learn mindset. Marketing tech tools exist that make testing, learning, and then testing again seamless.