Finding clinical trial participants who are ready to join a clinical study can be a huge bottleneck in the clinical trial process. While non-online recruitment methods continue to be strong, using digital outreach tactics for patient recruitment campaigns are becoming a common way to find patients for clinical studies. Methods such as display advertising, affiliate marketing, search engine marketing and social media campaigns/advertising will likely start to play a major role in patient recruitment campaigns.
Fortunately for patient recruitment professionals, most online advertising methods allow for the targeting of locations for advertising campaigns. While a lot of factors play a role in where you should be advertising, we thought it might be interesting to determine which states are already the most actively engaged in seeking out participation in a clinical trial - at least, for potential healthy volunteers.
Inspired by an old article on google trends and pharma competitive intelligence by Sally Church from the Pharma Strategy Blog, we used google trends to search some of the most relevant and popular keywords or keyphrases that individuals/healthy volunteers might search when trying to join a clinical trial. While some keywords or keyphrases, such as, "join a clinical trial" may seem like the perfect search term, unfortunately, there isn't enough search volume to show these data. If all member states were equal in terms of search trends, you might expect that the most populated states would perform the best across each search term. While that hypothesis is partially true, we found some surprises from a few states and cities. Take a look at the navigation section below for each of the search terms we analyzed. Written comments are reflective of google trend analysis as of the publication of this article. As this article ages, these data will automatically update. Did we miss any important search terms? Let us know in the comments section!
"PAID CLINICAL TRIALS" (Avg. Monthly Searches: 1600)
Aside from Texas, the four most populated states: CA, TX, FL, NY, were underrepresented when using the term "paid clinical trials". This search term was most popular in Missouri, then Texas, Maryland and Massachusetts. Looking at cities: San Antonio, Austin and Huston took the top 3 spots.
Surprises: Missouri (the 18th most populated state), Maryland (19th most populated state) and Massachusetts (14th most populated state) outperformed most of the largest states for the search term, "paid clinical trials". Is this due to the NIH Clinical Center in Bethesda, MD, and the large proportion of academic medical centers in Massachusetts? Why is Missouri searching for this term the most out of any state?
See real-time data for the search term, "paid clinical trials" here
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