Direct-to-patient, or direct-to-problem? The challenge of using social media to recruit for clinical trials

Patient recruitment remains one of the toughest hurdles in clinical research. Approximately 85% of clinical trials fail to recruit enough participants, with 80% experiencing costly delays as a result.¹

In response, many trial sponsors are now embracing direct-to-patient (DTP) social media campaigns – tapping into platforms with billions of active users worldwide, in the hopes of accelerating recruitment.² However, despite the potential reach, the engagement from patients is often underwhelming. Unclear messaging, technology missteps, and most crucially, a deep-rooted lack of patient trust, all contribute to the disappointing outcomes of social media-based DTP recruitment.³

To unlock the true potential of DTP social media recruitment, it is essential to understand where these efforts fall short, and how a more patient-centric, strategic approach could turn things around.

Common reasons patient recruitment campaigns fail

Broad targeting

A powerful message has little impact if it reaches the wrong audience, and misses the intended one. Campaigns often cast the net too wide, generating leads, but often resulting in high screen failure rates.³ Furthermore, not all social media platforms are popular with all patient groups and ineffective platform selection, alongside changes to ad-targeting policies, makes it harder to reach the right audience and decreases overall visibility.⁴

Messaging that misses the mark

What you say, and how you say it, matters. Many campaigns fail to connect with their target audience because of overly technical or unclear messaging, which can alienate and confuse patients.⁴ Equally, a lack of emotional resonance with what matters to the target audience, such as quality of life, family, and risk, can also lead to a failure to connect and engage.⁵

Afterall, social media is built for conversations. And those campaigns that focus on broadcast-only messaging, rather than a space for dialogue, prevent meaningful engagement.⁵

Challenges with compliance

Navigating regulatory and cultural challenges can sometimes be underestimated by sponsors. With varying ethics approvals, advertising rules and privacy laws making global consistency difficult, poor global engagement is inevitable.⁴  Successful diverse recruitment means striking the right message for a global campaign with sensitivity to local values, social norms and expectations.

The trust gap

Without trust, even the most well-targeted and well-funded recruitment campaigns will struggle to succeed. Moreover, many individuals, particularly those in underserved communities, remain sceptical about participating in clinical studies due to historical unethical practices and misinformation.³ Actively building trust is a mandatory and vital requirement for all practices associated with clinical trials, and needs to be consistent through all communications. In the context of social media recruitment campaigns, openly acknowledging concerns and addressing them through respectful communication and timely, thoughtful follow-ups is a must.6 Authentic genuine conversations marked by honesty and empathy can, in turn, build rapport, strengthen relationships and ultimately foster greater patient confidence and engagement.⁶

Operational missteps

Even the best strategies can fall short without the right operational foundations, and many falter due to limited budgets and a lack of investment in the necessary resources required for success, such as people, tools, and technology.⁷

With the rise of social media DTP recruitment, an over-reliance on campaign success can mean that other patient recruitment methods are overlooked, ultimately risking delays in enrolment and impacting recruitment of enough suitable participants.⁸ Therefore, failure to monitor the performance of recruitment strategies can lead to wasted budget, time and missed opportunities to reach their target audience.⁵

What then, can we do, to increase the impact of DTP social media campaigns?

To overcome these challenges, it's essential to recognise that despite the existing obstacles, social media can still be a successful and valuable part of the broader recruitment strategy. However, this requires not only a shift in mindset about its role but also a thoughtful adjustment in the methods and approaches used to implement it effectively.

• Adopt a patient-first approach: Begin by understanding patients’ behaviours, concerns and preferences. Building recruitment strategies that genuinely reflect patients’ needs and expectations can lead to improved patient engagement, faster enrolment and higher retention rates in clinical trials
• Prioritise trust: This will take time, but developing honest, human and transparent communications helps to build trust. As does avoiding jargon and focusing on empathy to help create a strong connection to the audience. Participants want to feel reassured and remembered – ongoing updates and communications can help them to feel part of something bigger
• Combine digital with human support: Utilise the potential reach of social media but combine it with real, human-led support teams, through online chats or study site phonelines that can guide and reassure patients. This helps patients to feel valued and supported
• Collaborate for credibility: Patient advocacy groups already offer an invaluable range of support and services for individuals and families with health conditions. Building genuine, long-term relationships with these groups opens up the opportunity for impactful conversations, and the development of authentic partnerships that, in time, can boost credibility and confidence among potential participants

For a successful DTP social media campaign, organisations should be leading with a thoughtful and well-considered patient-first approach. Understanding the target audience’s priorities, communication preferences and the barriers they face is key to success, as not only does it promote connection and understanding, but also demonstrates deep and meaningful empathy that is reflected with improved engagement. Engagement absolutely needs to focus on building trust; addressing fears, providing education, offering reassurance, and providing a platform to be heard.

When using social media to recruit, it is important to combine advanced technology with the warmth of human support, to guide and support individuals with meaningful follow-ups beyond that first click. Real conversations can improve trust, leaving patients feeling more confident and comfortable joining a study. Building genuine relationships with patient advocacy groups and leveraging their already established support and guidance for patients, can enhance credibility and widen your reach for recruitment in meaningful ways.

Ultimately, effective recruitment isn’t just about reaching more people, it’s about reaching the right people, and helping them to feel seen, supported, and genuinely valued, every step of the way.

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References

1. OpenClinica. Clinical Trial Patient Recruitment: Two Case Studies. Available here. (Accessed May 2025).
2. Antidote. Clinical Trial Patient Recruitment and Social Media: 5 Common Mistakes. Available here. (Accessed May 2025).
3. Antidote. Overcoming Patient Recruitment Challenges: Why Traditional Strategies No longer Work. Available here. (Accessed May 2025).
4. Anju. Social Medial for Clinical Trial Recruitment. Available here. (Accessed May 2025).
5. Biospace. Harnessing Social Media for Clinical Trial Recruitment. Available here. (Accessed May 2025).
6. Kwame A, and Petrucka PM. BMC Nursing. 2021;20(1):158.
7. WCG. Clinical Research Site Challenges Survey Report. Available here. (Accessed May 2025).
8. Antidote. The Wrong Way to Use Social Medical for Clinical Trial Recruitment. Available here. (Accessed May 2025).

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