The most effective clinical trials blend virtual elements with onsite visits, empowering patients to customize their experiences.
Public expectations for healthcare are evolving, and clinical trials must adapt to meet these changing needs. A report by NTT DATA Services found that 59% of patients want their digital healthcare experiences to mirror their digital retail experiences.
Greater personalization in clinical trials can help overcome recruitment and retention challenges. Common obstacles include the time commitment and travel required. A survey revealed that 42% of patients cited travel inconvenience as a reason for not participating in clinical trials.
By incorporating patient feedback and digital technology, sponsors and CROs can create more efficient, patient-centric experiences, boosting participation and compliance while reducing dropout rates.
How to Personalize Clinical Trials
Digital technologies like telemedicine and remote monitoring are transforming patient and provider interactions. However, fully virtual clinical trials present their own challenges and may not appeal to all participants. The optimal approach often combines digital technology with traditional methods, allowing patients to tailor their experiences to their schedules and comfort levels.
Personalized clinical trials focus on individual needs, enabling patients to choose their treatment options when possible. Virtual visits via telehealth are a convenient supplement to in-person visits, allowing healthcare providers to check in without requiring patients to travel. Additional patient-centric measures, such as wearable devices, reduce the burden of participation and enhance the patient experience.
Digital technology is also a cost-effective and user-friendly way to boost compliance and collect valuable data. Wearable devices can track vitals more comprehensively than brief visits to a research center, and ingestible sensors can monitor drug dosages and treatment responses.
Personalization and the Online Experience
Personalization is also transforming clinical trial marketing. Sponsors and CROs can use digital ads to target specific patient groups, appealing to their unique needs. PPC and social media advertising allow precise targeting based on age, location, gender, and interests, attracting patients actively seeking treatment.
Trial websites should be informative, aesthetically pleasing, and easy to navigate. Optimizing sites for both desktop and mobile ensures patients can quickly request additional materials or enroll online.
Opportunities for personalization exist at every stage of the clinical trial process, from recruitment to day-to-day engagement. Sponsors and CROs should remember that patients seek simple, straightforward interactions that provide relevant information and allow them to choose their experiences. By meeting patients’ needs both online and in-person, clinical trials can enhance visibility and improve recruitment and retention.
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