The “digital revolution” has led to the disappearance of paper-and-ink documents from many areas of professional life. There are many applications, however, in which a physical printed document accomplishes the stated goal much more effectively than an online alternative. When marketing patient enrollment in clinical trials, sites and CROs are much better advised to engage in direct mail than to move their efforts exclusively to social media, email, and other digital forms.

FOR IMMEDIATE RELEASE:

The ability of online communication to reach very large audiences at little (or sometimes no) cost causes many sites and CROs to investigate the option of moving all their efforts for patient enrollment in clinical trials online. While social media and eNewsletter formats do have value for keeping potential volunteers notified about upcoming trials, they have had little success during the actual recruitment process. One of the primary difficulties sites face is the fact that it is very easy to overlook/delete a request for action that is delivered as an email or other digital form. A mailer or envelope, in comparison, is far more likely to elicit a personal response from the recipient.

A common desire to “go green” is another factor in replacing direct mail with online content. However, the use of paper is no longer the environmental threat that it was claimed to be in the mid-20th century. Deforestation has virtually ended in the United States, thanks to the rise of practices like responsible forestry and recycling. Today, paper is truly an affordable, renewable resource with incredible potential for patient enrollment in clinical trials.

At the annual Site Solutions Summit, held October 10-12, Clinical List America will be on hand to provide valuable insight about its direct mail and other volunteer engagement products. Visit them at booth 26 or contact Mary Lou Brunkow, Customer Advocate, any time for more information.