The Rational 360 Difference for Clinical Trial Recruitment
Rational 360’s inclusive approach to clinical trial recruitment drives engagement in underrepresented communities, resulting in participants that are representative of the population as a whole – and at costs that beat industry benchmarks.
The lack of racial and ethnic diversity in clinical trial participation is a well-known issue exacerbating health inequities and costing the pharmaceutical industry billions of dollars each year – yet solutions remain scarce. At Rational 360, we have developed a playbook of inclusive tactics that drive study sign-ups representative of the population as a whole. Our approach centers digital paid media and we have consistently beat client expectations around cost per conversion, driving hundreds of thousands of people to clinical trials and related programs. We are push-button partners who drive value by easily integrating into your existing recruitment program.
Banner Alzheimer’s Institute
Rational 360’s clinical trial lead has partnered with the Banner Alzheimer’s Institute for the last decade, including on projects designed to create industry-leading best practices for the recruitment of people of color into clinical trials. Paid media efforts have resulted in more than 100,000 new, qualified members to the Alzheimer’s Prevention Registry and over 10,000 participants to the GeneMatch genetic testing program.
Global Alzheimer’s Platform (GAP) Foundation
Rational 360 collaborated with GAP study sites to improve digital infrastructure and run targeted digital advertising. Our website optimizations meaningfully improved conversion rates, and our paid campaign drove close to 1,000 prospective study participants. We also worked with GAP to expand their brand recognition – growing partnerships with groups like the Gates Foundation and helping place stories in national outlets like Morning Consult, publications serving Black communities like the Chicago Defender and Hispanic-oriented publications like Miami Latino.
What makes Rational 360’s approach to clinical trial recruitment different?
Our approach works because we emphasize trust, safety, and credibility throughout the recruitment process; we recruit and retain participants more efficiently with a playbook that precisely delivers content focused on these factors to custom-tailored audiences, and creating a seamless user experience to drive follow-through.
Leveraging Captivating Creative Content to Establish Credibility:
Creative that builds trust with all of your audiences is key to successful study recruitment, and is especially important for driving conversions among communities with less trust in the health care system. We are experienced in creating segmented content featuring imagery representative of the community you want to reach, that also highlights the safety and credibility of the study. We have also seen first-hand the positive impact of multilingual communication on recruitment and will build the ability to support it into any trial.
Bringing Cutting-Edge Political Targeting Tools to Patient Recruitment:
We have developed industry-leading approaches for reaching diverse audiences online. We start with panel-based modeling to understand the right audience for a given study. From there, we layer in racial and ethnic data from the voter-file and political data analytics companies, which provide the most accurate model of these characteristics. Unlike most traditional marketers, we can target down to the ZIP-code and Census-tract level, allowing us to maximize reach among selected audiences.
Streamlining the Full User Experience to Decrease Conversion Costs:
Effective content and precise targeting will generate interest among desired audiences, but if the user experience is not optimized for everyone, the results will fall short. We work with partners on maximizing trust and credibility through the entire U/X – from landing pages to call centers to the study sites themselves.
Creating Positive Brand Recognition through Impactful Earned Media & Partnerships:
When prospective study participants have a positive perception of the study’s sponsor, they are more likely to sign up. We help clients create positive brand recognition among the communities they aim to reach – both through earned media placements with high-reach publications and through building relationships with influential voices within those communities. We have also worked with clients to secure partnerships with organizations that have established trustworthiness, like the Gates Foundation, the National Urban League and UnidosUS.
Want to learn more about Rational 360’s innovative, integrated approach to clinical trial recruitment? Get in touch with us.
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