How Healthcare Providers Can Raise Awareness About the Advantages of Integrating Clinical Research into Their Practice
Clinical trials have experienced something close to mainstream awareness in society today. Considering the fact that successful COVID-19 vaccine trials meant society could return back to some state of “normal” saw many who were historically research naive suddenly aware of the clinical process and associated timelines until an approved therapy could be accessed by all. Many people have heard about them, but the COVID-19 clinical trials have put a spotlight on the industry itself, and it’s helping healthcare consumers understand the options that are out there for them, their families and anytime the standard of care isn’t good enough.
In 2022, there are already 10,000 registered clinical trials and the number continues to climb each year with the biggest numbers in 2020 and 2021. The increase in clinical trial interest has introduced new and more convenient types of trials including at-home flu tests and mRNA therapies while others that had been pushed back are returning. With so much going on, it’s easy to get lost in the noise. But there are ways healthcare providers can get in front of healthcare consumers with the right clinical trials.
Studies have shown that better health literacy can increase the likelihood that a patient will take more control of their health or their family member’s health resulting in better care and better savings. And if a patient had a better understanding of their health condition, they may be more interested in trying new methods to improve their well-being, like a clinical trial that pushes the current standard of care to a better state for the condition. Whether that results in a more liveable condition or steps towards eradicating it altogether, research is the tried and true path to moving beyond the current status quo. And the best part is that regular, everyday people are the gold standard for evaluating the efficacy and safety of the new therapy. The farther one moves down the stages from 1 to 4, in general, the more efficacious and safe the therapy has already been proven to be.
A great way to tackle this head-on is by communicating with patients about their health conditions, how to manage them and what treatment options are available. We’ll get deeper into this in the next section, but as the saying goes, knowledge is power.
Digital Patient Communications
Providers can send messages to patients about a clinical trial that may be of interest to them based on their demographics and medical condition. Psychographic segmentation, which is used by PatientBond using a quick classifier survey, allows providers to engage consumers based on their values, ideals and more to draw on their motivations for behavior activation.
In healthcare, PatientBond uses this segmentation model to motivate healthcare consumers to improve their health, engage with their providers and even pay their medical bills. These communications can all be done using a digital health platform through channels like text messaging, apps, email and interactive voice response (IVR). For providers, this concept is an ideal solution for clinical trial recruitment.
Healthcare Consumer Metrics
On top of psychographic segmentation, providers can also use other engagement metrics that are pulled from healthcare consumers. Many providers are starting to use healthcare consumer metrics through artificial intelligence to determine which patients are eligible for clinical trials based on EHR information.
PatientBond Insights Accelerator™ enhances this by providing insights from recent PatientBond healthcare consumer studies that identify those consumer types who are most likely to volunteer for clinical trials, and also offers heat-mapping data from across the country so that providers get a localized understanding of their audience and where to find clinical research candidates.
Once providers have a better understanding of the audience they’re targeting, they can create an even better-targeted awareness campaign through community engagement, focused advertising and again, specialized patient communications. A small clinical trial pool could become much larger thanks to insights from the PatientBond Insights Accelerator™ tool.
Need help personalizing the right message about a clinical trial to your patients? Learn more about how we helped Resound Health Research do this in our case study.