Patient engagement. It’s the mantra everyone swears by but often misses the mark on. The industry has been doing the same old dance: patient surveys, inquiry forms, generic outreach, the occasional virtual trial to check the innovation box.
But 2025 demands more. Much more.
Current Approaches: What Works, What Doesn’t
For years, clinical trial stakeholders have leaned on tried-and-true methods of patient engagement. Conventional outreach, structured surveys, patient portals, and periodic reminders have been mainstays. While effective to some extent, these approaches have notable limitations.
What works
Patient portals and text reminders: Efficient in maintaining communication flow, especially for protocol adherence.
Surveys and feedback forms: Useful for gathering structured data on patient satisfaction and protocol comprehension.
Decentralized trials: A commendable attempt (and current work in progress) to improve accessibility and convenience.
What doesn’t
Lack of personalization: Messages that feel generic or automated often miss the mark, failing to resonate with diverse patient populations.
Limited inclusion efforts: Outreach often targets typical demographics, leaving underrepresented communities disengaged.
Disjointed communication channels: Without integrated systems, patients encounter friction points that diminish their overall experience.
The recurring issue is that many of these methods are transactional rather than relational. They facilitate processes but rarely build genuine connections or trust.
And in an increasingly patient-centric industry, this distinction is critical.
From Checkbox to Connection
The reality? True patient engagement isn’t just about nudging people into a trial. It’s about building real, two-way relationships that span the entire clinical trial journey. From awareness to adherence, patients need to feel like more than just subjects. They need to feel valued.
Traditional strategies are starting to look tired. While they’ve served a purpose, patient expectations are evolving, and fast. And the data is backing it up.
A study by CISCRP found that whilst 70% of patients are willing to participate in clinical research, only a fraction ever do.
Why? A lack of awareness, poor communication, complex information, and the persistent feeling that their voices aren’t truly heard.
What Needs to Change
Step one is moving away from the cookie-cutter approach. Engaging patients effectively in 2025 means embracing authenticity, personalization, and above all, active listening.
Leverage technology but intelligently
Technology offers great opportunities for enhanced engagement. But it must be applied thoughtfully. AI-driven tools that predict patient needs or chatbots providing real-time assistance are promising, but the key lies in simplification.
For instance, using AI to tailor outreach messages based on patient preferences or previous interactions can significantly improve engagement metrics, provided it does not overwhelm patients with irrelevant communication.
Diverse, inclusive recruitment
Patient populations are diverse, but outreach often isn’t. Investing in community partnerships and engaging through trusted voices is essential. Moderna, in collaboration with various advocacy groups, notably improved representation by tailoring outreach to underserved communities during the COVID-19 trials.
Inclusion, being critical to trial outcomes, should be foundational, not an afterthought.Rethink trial design with patients in the room
Traditional trial designs that are built in isolation from the patient perspective are increasingly proving ineffective. Sponsors and CROs are beginning to recognize the value of co-creation - incorporating patient insights from the outset through advisory boards and virtual focus groups. This collaborative model improves recruitment rates and also bolsters retention.
The Core of It: Trust and Transparency
Building trust is paramount. Patients require clarity about what they are engaging with (The core problem that led to the founding of Clinials), how their participation contributes to broader outcomes, and why their voices matter.
As an example, PPI (Patient and Public Involvement) leads to direct improvements not only in recruitment but also in retention. Transparency and genuine collaboration are key drivers of success - in most industries but even more so when it comes to health and trials.
Looking Ahead: Action, Not Aspiration
2025 is fast approaching its halfway point, and the industry must progress beyond the talk and evolve beyond outdated approaches. Those who innovate with patients at the center, rather than as an afterthought, will set the standard.
The challenge lies in execution.
The opportunity? ….
Creating engagement strategies that are robust, responsive, and resonant.
Less formality. More humanity. That is how progress truly is made.
