New report, The participation equation, uncovers key drivers of patient engagement in clinical trials

CAMBRIDGE, UK – October 16, 2025 – Healthcare communications agency Cuttsy+Cuttsy, in collaboration with the International Society for Patient Engagement Professionals (ISPEP), today announced the release of The participation equation, a comprehensive report exploring what drives participant engagement in modern clinical trials. The research offers a fresh, 360-degree perspective by combining quantitative data from 700 clinical trial participants, alongside in-depth qualitative interviews and industry leader insights.

The report reveals a significant shift in how people discover clinical trials, with 45% of survey respondents learning about opportunities through social media. This highlights a growing reliance on patients to find trials independently, rather than through healthcare professionals. The findings suggest that while patients are taking charge of their health decisions, more can be done to create proactive and supportive pathways to trial participation.

The participation equation also establishes a clear link between a participant's trial experience and their likelihood of completing that trial. The data shows that trial completion rates increase in line with positive experience scores. A key factor in this is the level of support felt from the trial healthcare team; participants who said they ‘definitely’ felt supported had a 92% trial completion rate. The report further emphasises that ongoing and empathetic human connection in combination with high-quality and supportive resources are vital for retention.

“This report brings forward the experiences of patients who have recently participated in modern trials reflective of today’s research landscape and the growing complexity in the trials landscape” says Alexandra Charge, CEO & Co-Founder of ISPEP. “Their insights go beyond ‘what happened’ to reveal ‘why it mattered’, highlighting where trial processes supported them and where gaps remain.”

The research provides actionable insights for the industry, by providing credible evidence sources that are aligned with participant preferences to support and improve recruitment, retention, and data quality. By understanding how participants weigh burdens against benefits and what support they truly need, sponsors can move from patient-informed trials to truly patient-ready ones. The report is a call to action for the clinical research community to operationalise patient preference into trial design and delivery.

Download The participation equation to learn more about the evolving landscape of patient engagement and discover how to better align trial processes with patient needs.

The full report is available to download here.