Motivations that matter: Understanding clinical trial participation to create better research

What makes someone say ‘yes’ to a clinical trial?

For many, it’s not just about medicine, it’s about meaning and being part of something bigger. From seeking hope when faced with illness, to a desire to help others, the reasons people take part are as diverse as the people themselves. In a world where clinical breakthroughs depend on participation — understanding these motivations isn’t just important, it’s essential.

Driven by purpose

Knowing that their participation may advance medical knowledge and potentially help future generations, altruism can be a strong motivator for many patients. Many participants take part in a trial hoping to benefit others, even if their own condition may not improve.1 In a recent survey, 34% of respondents chose altruism as the main reason for taking part.2  This option was also particularly popular among patients with chronic conditions.2

Hope for a longer or better life

Another strong motivator for many patients is the potential to improve their own health.3 Many participants are drawn to the opportunity to access potentially life-changing treatments, improve their quality of life, or achieve better health outcomes. Improving their quality of life was the number one reason for 33% of respondents, compared with 12% saying this was not a factor.3  

For those with life-threatening conditions, the possibility of extending their life was even more significant. 55% of oncology participants reported life extension as the main reason for taking part, compared with just 8.8% of chronic/acute patients and 11.1% of chronic disease patients.3

Trusted voices

Doctors, community leaders, including faith leaders, local advocates, and cultural influencers, often hold significant sway, especially within underserved or historically marginalised populations. By partnering with these trusted figures and educating them on what motivates people to join a clinical trial, sponsors can bridge gaps in trust and awareness, fostering greater participation among diverse communities.1,4

Access to quality and affordable care

Whilst clinical trials can offer the opportunity to receive new treatments before they are widely available,5 many participants may be influenced by the affordable or free care. 25% of respondents highlighted access to cutting-edge therapies without high costs as a key motivator.3 This concern was consistent across socioeconomic groups, indicating access to affordable care is a universal concern.3

Similarly, financial compensation may be a determining factor. In one survey, 94.7% of patients who were in phase 1 studies identified financial compensation as a motivator for joining the trial.6

Making it work for the patient

Logistics often play a significant role when patients are deciding whether to participate. Patients weigh up practical elements such as the time required, distance to trial sites, and the potential financial impact. In one study, 65% of patients said the required 8 visits over 16 weeks might stop them from participating. Many called it “difficult,” “inconvenient,” or “too much.”7 Reducing patient burden could help patients with practical concerns take part.

Desire for more information and control

Some patients are curious to learn more about their condition and can view clinical trials as empowering. When patients are presented with clear, understandable information, they feel more confident in joining. Knowing the associated potential risks, benefits and their rights, including how their participation is voluntary, can encourage enrolment.8 However too much, or complex information may increase worries.1

Putting patients at the heart of research

To truly engage patients and create trust in clinical trials, recruitment strategies must move beyond basic outreach and reflect what matters most to participants.

• Highlight personal and community impact
  Show participants how their involvement contributes both to their own health journey and to medical progress for others — especially within their own communities.
• Facilitate transparent, two-way communication
  Make space for honest conversations about risks, benefits, and commitments. Avoid jargon, and prioritise empathy, clarity, and listening just as much as informing.
• Address safety concerns head-on
  Build trust by proactively discussing potential side effects and safety protocols in language that patients can easily understand. Reassure participants with transparent data and provide continuous updates.
• Partner with trusted messengers
  Involve healthcare professionals and community leaders to communicate the value of trials in culturally relevant and personally trusted ways.
• Offer flexible participation options
  Recognise the realities of people’s lives by minimising logistical barriers, including travel, frequent visits, or rigid scheduling, by using remote monitoring tools, local trial sites, or hybrid models.
• Design with inclusion from the start
  Engage diverse voices during the trial design phase. Work to create patient advisory panels, community consultations, or co-creation sessions. Always ensure trials reflect real-world needs.

When we listen to what truly matters to patients — their hopes, their fears, their realities — we don’t just improve recruitment. We build trials that reflect real lives, foster trust, and accelerate discoveries that save them. That’s why working this way isn’t optional — it’s the future of research. And it starts with how we recruit for tomorrow’s trials, today.

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References

1. Sheridan R, et al. Trials. 2022;21(1):259.
2. CISCRP. 2017 Perceptions and Insights Study. Available here. (Accessed April 2025).
3. Antidote. Portrait of the clinical trial participant. Available here. (Accessed April 2025).
4. DIA Global Forum. Advancing Clinical Trial Diversity Throught Community Engagement. Available here. (Accessed April 2025).
5. National Heart, Lung, and Blood Institute. Clinical Trial: Benefits, Risks and Safety Measures. Available here. (Accessed April 2025)
6. Nappo SA, et al.  BMC Public Health. 2013;13:19.
7. Carroll R, et al. Clin Trials. 2012;9(3):348–357.
8. Antidote. 25+ useful clinical trial recruitment statistics for better results. Available here. (Accessed April 2025).

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