![]() This gave a much reduced unit cost per interest, at $4.25 (3.17 euros £2.53)– just 14% of the cost per interest of direct mail and 4% of the cost per interest of email outreach.Īs we enter a period of ‘patient-centricity’, in which pharmaceutical companies are desperate to sell themselves as being patient focused, it is unsurprising that the demonstrated benefits of social media for clinical trial recruitment are becoming absorbed. Of these members, 482 responded (13.2%) and 75% of responders showed interest in the trial. ![]() The strategy polled 3657 members during the study period. However, the rate of interest per outreach was very similar at 80%, giving a cost per recruitment interest of $100 (74.51 euros £59.45). At a unit cost of 86 cents ($0.86 0.64 euros £0.51) per direct mail outreach, the cost per person interested was $30 (22.35 euros £17.84).Įmail outreach generated a much lower response rate than direct mail at 0.5% (n= 157) of the 30,000 people approached. Specifically, they identified the proportion of outreach attempts that led to completion of their online survey – considered to represent interest in a clinical trial – and the cost of a single such interest.Īnalysis of the results suggested that direct mail outreach generated a response by 3.6% (n=905) of patients (905/25,000), of whom 78% were interested in enrolling in the clinical trial. Independent tests performed over the last five years now support its credibility as a digital tool that reliably cuts costs, improves timelines and offers further benefits through patient relationships.Įvolution of the approach to recruitment is now following the pattern of commercial marketing to embrace social media, just more slowly.Ī US study, conducted in 2009 and published in 2010, correctly predicted social media’s great potential to facilitate recruitment (Applied Clinical Trials, 2010).ĭuring June, July and August of 2009, the investigators compared the efficacy and cost of three direct outreach approaches to patients with rheumatoid arthritis and multiple sclerosis: direct mail to a third-party contact list, email to a third-party contact list and contact via the social network, an internet-based service for monitoring medication. For decades, we have accepted that patient enrollment is the source of delays with cost implications that can make a trial fail.ġ0 years ago, social media may have seemed too unknown for clinical trial specialists to involve in recruitment.
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