Can digital patient recruitment be both effective and ethically sound? In a word, yes.
That said, there are a number of challenges that need to be managed. For example, the growing use of social and algorithmic tools in patient recruitment. A study published in 2020 found 22 percent of cancer trials used social media platforms to recruit patients.
Image source: https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2774491
Chances are the use of social media is increasing.
A 2022 study reviewed nearly 100 clinical trials published between 2011 and 2022 found that 45 percent exclusively used social media, 51 percent combined social media and other patient recruitment strategies, and four percent supplied guidelines for social media recruitment. Even as the use of social media and algorithms for clinical trial patient recruitment increases, our strong belief at OpenClinica is that platforms and sponsors can earn trust through ethical design.
Digital Recruitment in Clinical Trials: Power and Risk
Clinical trial patient recruitment is changing.
In addition to the expanding use of social media, search engines and health data are being used for recruitment targeting. Given that nearly 60 percent of US adults used the Internet in one six-month period in 2022 to search for health or medical information, it’s not surprising that this data is being used to recruit patients for clinical trials. Likewise, algorithms that profile users based on behavior and engagement are being deployed to meet recruitment targets.
Image source: https://www.cdc.gov/nchs/products/databriefs/db482.htm
Undoubtedly, the use of social media, search engines, health data and algorithms can go awry. Over-targeting or retargeting is showing and reshowing targeted advertisements to individuals who have previously demonstrated interest in a trial but did not participate or complete the application process. Using tracking technologies like cookies, websites can identify these potential participants, then remind them to enroll by showing them ads across other platforms. Other pitfalls are the exploitation of vulnerable populations such as the elderly or patients with mental health diagnoses, and the absence of transparency around how personal data is used.
Digital Recruitment in Clinical Trials: Where Personalization Becomes Exploitation
Perhaps because FDA guidance for institutional review boards (IRB) on clinical trial advertising dates back more than a quarter century when digital marketing and social media were nascent, some may perceive wiggle room and use recruitment ads that imply diagnosis or target participants based on mental health interests. There can be a fine line between helpful relevance and manipulative targeting. That’s why it is important to remember:
The underlying premise of the FDA’s long-standing position holds true: any advertising that promotes a specific study is considered part of recruitment as the beginning of the informed consent process and therefore must be reviewed by an IRB.”
Digital Recruitment in Clinical Trials: How OpenClinica Approaches Ethical Recruitment
OpenClinica Recruit, our digital patient recruitment solution, was built with compliance and transparency at its heart; intent, consent and clarity are paramount. Our research studies are conducted under strict guidelines and regulations to ensure the privacy, safety, and well-being of participants and we designed our solution to meet GDPR and HIPAA requirements. Hallmarks of our recruitment campaigns are opt-in pathways, pre-screening, sponsor-reviewed content and tracking engagement without compromising autonomy or privacy.
As we frequently discuss with our clients, trust is the best recruitment strategy. Participants are more likely to engage when they feel informed and respected. Ethical recruitment isn’t just “the right thing”—it drives better results and retention. Sponsors and platforms that prioritize transparency build stronger reputations and better outcomes.
At OpenClinica Recruit, we believe that our commitment to ethical recruitment and building trust with clinical trial sponsors and patients is one important reason so many of our clients choose to use us again. In fact, one repeat customer has utilized us for 22 studies and nearly 300 researchers have chosen to use our clinical trial recruitment services for multiple studies and 98 with three or more studies with us. To learn more about why clients favor OpenClinica Recruit, click here.