Clinical trials play a pivotal role in advancing medical research, but recruiting participants for these trials can be a challenging task. Factors such as time constraints, safety concerns, and lack of awareness often hinder the recruitment process. In recent years, social media platforms, particularly short-form videos, have emerged as powerful tools for increasing awareness and recruiting participants for clinical trials.
A recent study conducted by Ciera Kirkpatrick, an assistant professor of advertising and public relations at the University of Nebraska–Lincoln, sheds light on the effectiveness of different messaging strategies in social media recruitment for clinical trials. The study, published in Health Communication, focused on analyzing the impact of autonomy-supportive messaging in short-form videos on participants’ attitudes and intentions towards clinical trial participation.
Kirkpatrick and her team recreated 18 videos by scientists recruiting for clinical trials and presented them to a survey audience of over 600 individuals. The results revealed that videos containing autonomy-supportive messages, which empowered viewers and gave them a sense of control, were the most effective in generating positive attitudes and intentions towards participating in clinical trials. These messages were rated as more engaging and received favorable responses from the audience.
According to Kirkpatrick, respecting the autonomy of viewers and presenting clinical trial participation as a choice rather than an obligation is key to effective recruitment strategies. By incorporating personal stories or exemplars into the messaging, researchers can further reduce negative emotions and enhance participants’ attitudes towards clinical trial participation. Autonomy-supportive messaging, when combined with exemplars, resulted in the lowest psychological reactance and the highest levels of engagement among participants.
The study also highlighted the importance of engagement on social media platforms, as increased likes, shares, and comments can amplify the reach of recruitment messages. Kirkpatrick emphasized that health professionals can leverage autonomy-supportive messaging on platforms like TikTok to enhance the visibility and appeal of clinical trial recruitment efforts. By framing the messaging in a way that respects viewers’ autonomy and encourages active participation, researchers can improve the overall perception of clinical trials and attract more participants.
In conclusion, Kirkpatrick’s research underscores the significance of autonomy-supportive messaging in social media recruitment for clinical trials. By adopting this approach and incorporating personal stories into recruitment videos, researchers can create more impactful and engaging content that resonates with potential participants. This study not only provides valuable insights for improving recruitment strategies but also highlights the potential of social media platforms in advancing medical research.
