CRO Recruitment: 3 Steps to Attracting Patients to Clinical Trails
Patients are busy these days. They have a lot of priorities in their life that pull them in all directions, so it’s no surprise that it can be difficult for clinical research organizations (CROs) to convince them to participate in clinical trials. Emails, letters and phone calls can only do so much when the communications aren’t appealing enough to convince them.
That’s when it’s time to think outside the box and try psychographic segmentation.
What is Psychographic Segmentation?
PatientBond uses a segmentation model, known as psychographic segmentation, that differentiates people based on their values, ideals, etc. By appealing to these characteristics, marketers can motivate people to take action, or in this case, motivate healthcare consumers (patients) to take action on their health by paying their bills, scheduling an appointment or getting a shot.
Under the PatientBond model, these segments are divided into five groups:
Always striving to reach their goals, Self Achievers are the most proactive of the segments. They are typically on top of their health and are willing to invest in it.
Balance Seekers are wellness-oriented individuals who like to pursue their own options when it comes to their health. Their doctor isn’t their top source and they like to find what health means to them.
Family is the top priority for Priority Jugglers and they will make sure they get the care they need. But when it comes to their own health, the result is much more reactive.
Direction Takers are very committed to their doctors and find them to be the most credible resource. They may not always follow their advice though because they struggle to do it.
As the least proactive segment, Willful Endurers are often focused on living in the moment, but that doesn’t mean they aren’t healthy. However, they only go to the doctor if they have to.
By using this model, CROs can recruit patients in three steps.
How to use it to Recruit Patients
1. Appeal to Their Psychographic Segment
Start off by identifying the patient’s psychographic segment using our quick patient classifier. This is important to do before moving on to the next step. The classifier is over 91% accurate, but if the patients are not a “captured audience” that can easily take a survey, PatientBond has statistically projected the five segments across all adults age 18+ in the U.S. for easy targeting and prospecting.
2. Communicate Effectively
After determining the patient’s segments, CROs can then use that knowledge to adjust communications for each patient. Depending on the segment, the messages can be written in ways that resonate and motivate action, be sent at certain times, and be on specific communications channels preferred by each, individual patient.
3. Integrate Data
By following the first two steps, CROs can already get better results, but to take it to the next level, try the PatientBond Insights Accelerator™. It allows organizations to look at psychographic data and other data from across the country, including heat maps that show which areas have more of a specific psychographic segment, demographic, etc. When a clinical trial depends on that, this type of resource is vital for trial recruitment.
By following these steps, CROs can attract healthcare consumers to clinical trials in no time.
Want to learn more about how to use psychographics for clinical trial recruitment? Explore PatientBond’s approach by downloading our case study.