Nestor L Lopez-Duran, PhD Associate Professor, University of Michigan

Best Practices in Research Participant Recruitment

Disclosure

Nestor Lopez-Duran is one of the founders of Ripple Science, which will be mentioned frequently in this workshop.

Poor participant recruitment is the#1 reason why clinical trials fail

80% of trialsdo not meet recruitment targets

The Problem

56%44%

Reasons for Premature Termination of Clinical Trials

Recruitment All Otherhttps://doi.org/10.1371/journal.pone.0127242.t001

The Problem

Recruitment is a complex marketing challenge and recruitment teams are unprepared and unequipped to

address the challenge

Team Inexperience

Poor Community Engagement

Ineffective Methods

Inadequate Analytics

Poor Conversion and Retention

https://doi.org/10.1111/j.1365-2702.2009.03041.x https://doi.org/10.1186/1745-6215-10-52

Identified causes of poor patient accrual

Source Identification

Strategy Matching

Message Creation

A-BTesting

Lead Tracking Performance Analytics

Follow Up Automation

The Lifecycle of an Effective Recruitment Campaign

Efficient and Effective Clinical Trial Recruitment Planning

2. Identify participant locations based on where participants may seek treatment.

1. Identify all stakeholders and partners.

3. Develop and test tailored messages.

4. Develop creative material and select appropriate channels for delivery.

5. Develop a realistic communication budget.

6. Monitor and evaluate both the recruitment process and performance with meaningful metrics.

7. Develop a structured lead tracking process.

The Problem

Source Identification

Strategy Matching

Message Creation

A-BTesting

Lead Tracking Performance Analytics

Follow Up Automation

The Lifecycle of an Effective Recruitment Campaign

The Problem

Sources vs. SitesCase: Study recruiting 12-16 kids at familial risk for depression

WHO IS YOUR TARGET?

Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches

Sites:§ Facebook§ Instagram§ Snap Chat§ Tumblr§ YouTube§ Lab Website

The Problem

Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches

Sites:§ Ann Arbor IHA§ Dr. Mary Ballard§ Dr. Thomas Brent§ UMHS - Westside§ UMHS - Briarwood

Contact :§ Name§ Address§ History§ Notes

Sources vs. SitesCase: Study recruiting 12-16 kids at familial risk for depression

WHO IS YOUR TARGET?

The Problem Recruitment Source Management

ßSou

rces

ßSite

s

The Problem Recruitment Source Management

The Problem

What are the core sources for your target sample?

The Problem

Strategy MatchingCase: Study recruiting 12-16 kids at familial risk for depression

WHO IS YOUR TARGET?

Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches

Sites:§ Facebook§ Instagram§ Snap Chat§ Tumblr§ YouTube§ Lab Website

Strategy:§ PPC§ Sponsored Posts§ Group Announcements§ Content Marketing

The Problem

Case: Study recruiting 12-16 kids at familial risk for depressionWHO IS YOUR TARGET?

Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches

Sites:§ Ann Arbor IHA§ Dr. Mary Ballard§ Dr. Thomas Brent§ UMHS - Westside§ UMHS - Briarwood

Strategy:§ Waiting Room Brochures§ Welcome Package§ Social Work Collaboration§ Outside Info Table

Strategy Matching

The Problem Recruitment Strategy Management

ßStrategy

ß Tasks & AB Tests

The Problem

Select 2-3 Sources and Identify Strategies Beyond Flyers

The Problem

Message Creation

A lesson at the dentist:“Looking for parents of teens to participate in a research study”

The Problem

Message Creation

Looking for children to participate in a research study. If you or someone you know has a child with autism, you may qualify for our research study. If you are interested, please call 555-555-5555 or email crappy.ad@notachance.com

§ Who is the study’s target?§ Who is the ad’s target?§ Why should I care?§ What will I be asked to do?§ Who Are You?§ Why should I trust you?

The Problem

Does your child have autism? Help us understand how kids with autism manage their routines! A study at the University of Michigan is exploring daily routines in kids with autism by having parents keep a daily diary for 2 weeks. Compensation provided. If you are interested please call 555-555-5555 or email better.ad@achance.com

BUT WHAT ABOUT ADVERTISING $$$$$$?

§ Who is the study’s target?§ Who is the ad’s target?§ Why should I care?§ What will I be asked to do?§ Who Are You?§ Why should I trust you?

Message Creation

The Problem

Standardizing Lead Tracking

ENROLLED

Screen Fail Follow Up Fail

The Problem

Standardizing Lead TrackingBest Practices:1. Categorize lead by their status

1. To Contact2. Contacted – In Progress3. Scheduled4. Screen Failed5. Follow Up Failed

2. Create a standardized follow up process1. Follow up via email AND phone2. The first 24 hours3. Structured cadence for next 7 days4. Have formal scripts

https://ripplescience.com/get-more-participants-with-better-leads/

The Problem

https://ripplescience.com/get-more-participants-with-better-leads/

First 24 hour (day 1 and day 2): Reply via email and phone call immediately after receiving the lead and for the rest of the day following this schedule: 9am, 12:30pm, 4pm, 7pm (only leave a message the first time you call).

Day 3: Call at 9amDay 4: Call at 12pm Leave messageDay 5: Email. Call at 7pmDay 6: Call at 11amDay 7: Email. Call at 6pm

Week 2-6: Call and email once. Week 7: Move to loss to follow up.

LEAD CADENCE

Standardizing Lead Tracking

The ProblemPotential Participant Management

Manage Lead Flow

The Problem

Tracking Performance Analytics

Think about your current recruitment:

§ What is your conversion rate?§ Are you on track? – What does this mean?§ When will you finish recruitment?§ How many participant will you really have by the time

you are supposed to finish?§ What works and what does not?

The Problem

https://ripplescience.com/improving-participant-recruitment-analytics/

Expected

Actual

(Goal /Tot W) * W

Actual

(100 /52) x 35

32

Data 8/31/18Start Date 1/1/18End Date 12/31/18

Goal = 100. Recruited: 32Tot W = Total Weeks = 52W = Weeks since start of campaign = 35

On Target Performance67

3248%

Projected Completion Date Sep 6, 2019

= Start Date + Projected Number of weeks at current rate1

1Projected Weeks = Goal / weekly rate2 = 100 / 1.09 = 912Weekly rate = W / Actual = 35 /32 = 1.09

Projected Sample Size 50 Actual + Weekly Rate * W Left = 32 + 1.09 * 17 = 50

The ProblemReal Time Site-Specific Analytics and Projections

The ProblemReal Time Site-Specific Analytics and Projections

The Problem

Automate Follow Up to Increase Retention

The calculation of dates for future appointments and notification should be automated.

The Problem

Automate Follow Up to Increase Retention

The Problem

Source Identification

Strategy Matching

Message Creation

A-BTesting

Lead Tracking Performance Analytics

Follow Up Automation

The Lifecycle of an Effective Recruitment Campaign

1. Recruitment campaigns are more than distributing flyers2. Understand your target and craft the right message for the right target3. Standardize your leads tracking4. Track your performance and projections5. Automate your follow up

Nestor L Lopez-Duran, PhD Founder, Ripple Science

Associate Professor, University of MichiganNestorL@umich.edu & Nestor@ripplescience.com

www.ripplescience.com

THANK YOU