Clinical trials are the backbone of medical advancement, paving the way for groundbreaking treatments and cures. Yet, many trials face significant roadblocks when it comes to recruiting participants from underrepresented communities, such as Black, Latino, rural, and other minority groups. Without meeting FDA diversity requirements, these critical studies risk delays, wasted resources, or even failure to proceed.
But the implications go beyond compliance. A lack of representation in clinical trials perpetuates health disparities, leaving these communities underserved and making medical advancements less effective to the nation as a whole. Addressing this gap isn’t just about meeting regulatory standards—it’s about creating a healthcare system where everyone benefits equally from progress.
The recent 2024 U.S. election highlighted key insights into what matters most to these communities. By understanding their priorities—economic stability, family and community values, and the importance of authentic communication—healthcare organizations can transform their recruitment strategies.
1. Address Economic Stability as a Core Concern
At Alaniz Marketing, we know that economic concerns are a top priority for underrepresented communities—and they should be a top priority in your outreach as well. The 2024 election reinforced what we’ve seen firsthand in our work: people are far more likely to engage when they see direct, tangible benefits that improve their financial stability.
For clinical trial recruitment, this means clearly communicating how participation can address their practical needs, like:
- Transparency about financial benefits. Clearly outline stipends, travel reimbursements, or compensation in easy-to-understand terms. Use specific numbers to help potential participants gauge how trials can ease financial burdens.
- Highlighting access to advanced care. Many underrepresented groups lack consistent healthcare access. Frame trials as an opportunity to receive state-of-the-art medical care without the costs typically associated with it.
- Showing financial impact through participant stories. Share testimonials from previous participants who benefited financially, such as covering medical expenses or supplementing their income.
2. Frame Participation as a Family and Community Benefit
Our experience has shown us that family and community values are deeply ingrained motivators for many underrepresented groups. The 2024 election underscored this point, with messaging focused on collective benefits resonating strongly with Black and Latino communities.
We help our clients position clinical trial participation not just as an individual opportunity, but as a way to uplift entire families and communities—an approach that inspires deeper engagement and long-term trust by:
- Emphasizing collective benefits. Position trials as opportunities to improve the health of families, communities, and future generations. Use language like, “Your participation could help create better treatments for your loved ones.”
- Creating community-focused campaigns. Partner with trusted community leaders or organizations to spread awareness. Collaborations with churches, local advocacy groups, or cultural organizations can help convey your message authentically.
- Leveraging culturally relevant storytelling. Share examples of participants whose involvement helped improve health outcomes for their communities. Stories that feel familiar and relatable are more likely to inspire action.
3. Use Clear, Transparent, and Authentic Messaging
Trust is the foundation of any successful recruitment campaign, particularly when working with historically underserved populations. At Alaniz, we’ve seen how quickly trust can erode when messaging feels overly prescriptive or unclear. That’s why we prioritize authenticity and transparency in all of our campaigns.
The 2024 election confirmed what we’ve long known: clear, straightforward communication—paired with relatable, human stories—is the key to breaking through skepticism and building lasting connections.
Here’s how to implement this:
- Be explicit about what participation involves. Break down the clinical trial process step by step, including risks, benefits, and expectations. Use plain language, avoiding jargon that could alienate your audience.
- Address historical concerns directly. Acknowledge the history of mistreatment in medical research and explain how your trials are designed to protect participants. Transparency builds trust.
- Incorporate real voices. Share quotes and videos from participants who can speak authentically about their experiences. Hearing from peers is far more compelling than corporate messaging.
4. Avoid Alienating Language and Focus on Shared Goals
In our work with healthcare and research organizations, Alaniz has repeatedly seen how language can make or break a campaign. The election illustrated this vividly, with terms like “Latinx” alienating some audiences rather than fostering connection. We guide our clients in choosing language that is inclusive, culturally relevant, and free of jargon.
By focusing on shared goals like improving health outcomes and creating a stronger future for all, we help our clients forge meaningful connections with underrepresented communities by:
- Conducting language testing. Work with focus groups from your target communities to ensure your messaging resonates culturally. Avoid terms that feel imposed or disconnected from lived experiences.
- Focusing on shared values. Use universally relatable messaging about improving health, reducing disparities, and advancing community well-being. These goals transcend cultural differences.
- Training outreach teams. Ensure that recruiters and marketers understand cultural nuances and use inclusive, accessible language in all interactions.
5. Empower Participants with Choice, Not Pressure
Alaniz Marketing specializes in creating messaging that empowers rather than pressures, so underrepresented communities feel informed and respected, not coerced. The 2024 election mirrored this principle: messaging that felt prescriptive alienated key demographics, while messaging that provided autonomy and respect fostered trust.
We help our clients frame clinical trial participation as a powerful opportunity to contribute to medical advancements while ensuring individuals feel fully in control of their decision by:
- Providing balanced, detailed information. Offer resources that explain both the benefits and potential risks of participation, allowing individuals to make informed decisions.
- Framing participation as an opportunity. Use messaging like, “This is your chance to contribute to groundbreaking research and help shape the future of healthcare.”
- Respecting their autonomy. Reinforce that participation is voluntary and that their decision, whether yes or no, is valued and respected.
6. Highlight Real-World Impact, Not Abstract Concepts
One of the most effective ways to drive engagement is by making the impact of clinical trial participation tangible. At Alaniz, we emphasize storytelling and real-world examples in all our campaigns. The 2024 election highlighted that people connect with practical, relatable benefits—not abstract promises.
We help our clients bring this principle to life by sharing participant stories, showcasing direct outcomes, and visually illustrating the benefits of joining a trial. Some of our top strategies include:
- Sharing participant outcomes. Highlight how individuals have benefited from trials, whether through improved health, financial support, or contributing to medical breakthroughs.
- Localizing your messaging. Tailor outreach to specific communities, showing how participation can directly impact health outcomes in their area.
- Using visual storytelling. Incorporate videos, infographics, and photos to make the benefits of participation more tangible. Visuals are powerful tools for building emotional connections.
Leverage Inclusive Recruitment To Shape the Future of Healthcare
The 2024 election demonstrated that engaging underrepresented communities requires more than just surface-level adjustments—it requires a commitment to understanding their priorities, values, and concerns. For healthcare organizations, these lessons offer a roadmap to more inclusive and effective clinical trial recruitment.
By addressing economic concerns, framing trials as community opportunities, and using transparent, culturally sensitive messaging, you can build trust and encourage meaningful participation. Ultimately, these efforts contribute to a more equitable healthcare landscape where everyone has a voice in shaping the future of medicine.
