Marketing and Recruiting: Different or the same?
by Jacqueline Stader

This can be a tough question to answer, but in fact the answer is dependent on the way you feel about marketing and recruiting, let’s review both.

Marketing – simply stated encompasses a plan of action that is put into place to publicize, promote or sell a product.

Recruiting – is the process of enrolling human subjects into a clinical research study.

When viewed by these definitions marketing and recruiting would appear to be different. Yet the truth is, when the actions of both are applied together they are almost one in the same. The question must be asked, “Could the lack of a marketing plan be a component of poor clinical research recruitment?” You bet!

To be successful in recruiting one needs to have a good marketing plan of action in place that will help the recruiting process. This is true for the sponsor as well as the site. It’s really a joint effort.

Too often this is overlooked. Most sites feel the responsibility for advertising the study falls on the shoulders of the sponsor, while the sponsor feels the sites should be more adept at recruiting, leaving us in the stale-mate position of stalled recruitment, and no one wins. So how can we change this scenario and increase recruitment?

It’s easy! Have a multi-layered marketing plan of action in place BEFORE the study starts. Sales statistics tell us that the average buyer needs 7 exposures to the product before they’re comfortable enough to buy. If we put that theory into the scheme of recruiting, how many times are you broadcasting (advertising) clinical research (the product) to your patients (the buyer) BEFORE you enter the recruitment phase?

How many different forms of broadcasting are you currently using? Better yet…are they working?

Face to face exposure is really the closing of the sale, so to speak. The six exposure efforts that are put in place up to that point are the ones we frequently fall short on, which is reflected in our poor recruiting results. In order to turn around our recruiting numbers we need to alter our marketing efforts.

This plan of action doesn’t have to be an expensive attempt, or even a burden on the site or sponsor, but a plan of action has to be implemented by both the sponsor and the site in order to increase recruitment numbers. It can even be established if you are currently in the recruiting period. Remember, it’s never too late to apply the actions that will ensure success!

Buyers (patients) are becoming savvy shoppers, using the Internet for information about their medical conditions and possible treatments. Do you have a presence on the web? Are you currently available 24/7 to provide information? Or are you unconsciously sending them to the sites that are broadcasting clinical research studies as a potential treatment options for their condition?

Buyers (patients) may only visit your office 2 or less times a year, are you reaching them in between visits with an office newsletter or another form of connection?

Many times we don’t give these simple action plans a thought until we fall short of our recruiting goals and then it’s too little too late.

With the aid of a multi-layered marketing/recruiting plan of action that’s easily put in place and the support of the sponsor, a little excitement in the office about clinical research and in no time you’ll see your recruiting numbers increase.

Keep in mind, if you increase your efforts and you’ll increase your results.

For information on how Ophthalmic Research Training Services can help with these efforts please contact us at 866-773-6787 or email:

Copyright © 2007, by Jacqueline Stader. All rights reserved.

Jacqueline Stader is a Clinical Research Lecturer and Trainer. She supports clinical research personnel by sharing proven techniques, strategies, information and tips that inform and educate.