research study flyer template

How to Make a Research Study Flyer

Identify the purpose of the research study flyer, define the target audience for the flyer, decide on the main messages to be communicated in the flyer, choose the size and format of the flyer.

• 1 8.5 x 11 inches (Letter)
• 2 5.5 x 8.5 inches (Half-Letter)
• 5 Custom size

Approval: Format Decision

• Choose the size and format of the flyer Will be submitted

Design the flyer layout and graphics

Write eye-catching headline, create content for the flyer that details the research study, incorporate call to action, proofread and edit the text for clarity and accuracy, approval: content clarity.

• Create content for the flyer that details the research study Will be submitted

Insert necessary contact information and/or RSVP details

Approval: contact information.

• Insert necessary contact information and/or RSVP details Will be submitted

Review and adjust the flyer design

Print a test copy of the flyer.

• 1 Print in color
• 2 Print in black and white
• 3 Print single-sided
• 4 Print double-sided
• 5 Print multiple copies

Approval: Test Copy

• Print a test copy of the flyer Will be submitted

Make any necessary revisions to the flyer

Print final version of the flyer, distribute or display the flyer to the target audience, track and assess the response and engagement of the flyer, take control of your workflows today., more templates like this.

Flyer Generator

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More about this study, who can participate.

• Adults aged 18+
• Located in the United States

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• 3 in-person sessions
• Transportation provided

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We're excited to host your study on the Research & Me platform. Since you selected a hosted Research & Me we need your email address to create your free Research & Me account. We will notify you via email when participants have registered and are awaiting your review.

Please provide your work, school, or organization email address. You'll be able to set a password later. If you have one, you can also provide your organization code to take advantage of extra features.

Research & Me Hosting and Individual Plus

If you don't have a webpage for your study, you're missing out on potential participants. While some will email or call you, our years of experience show that many participants prefer self-service registration. When you host your study on Research & Me, you get a study webpage, screening questionnaire, participant management tools, and much more, all for free.

For a limited time, when you choose to host your study on Research & Me, you'll receive Individual Plus for free, a $59 value. Extra survey questions, social media promotion, and more, to kickstart your recruiting and eligibility screening.

And, if you choose to host on Research & Me, you can take advantage of Marketplace services, including email distribution to our participant database, custom digital marketing campaign design, and more. We help ensure that you recruit quickly, screen efficiently, and complete your study on time.

Still have questions? Contact us today, we're happy to help you get started.

Participation Type

If your participants need to visit an office, site, or other location, it is considered "In Person".

If participation is done remotely (via phone, computer, mail, etc), it is considered "Remote / Virtual".

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Website Help

Research & me hosted website.

Research & Me can host your study for free. Use the custom link to send participants to your dedicated study page, where you can customize a questionnaire to screen candidates. Streamline the entire recruitment process with our management and collaboration tools - all for free. Your study is only available through the links you provide, unless you choose to use optional recruitment services from Research & Me.

Your Research & Me hosted study page and custom URL will be generated once you create your flyer. If you provide an organization code, your hosted study will be added to your organization and you'll have immediate access to organization features and discounts.

Custom Website URL

If you already have a website, survey link, or other URL for this study, you can provide it instead.

Email Address Help

Research & me hosted email address.

If you’re not protecting your identity with anonymous contact information, you’re putting your privacy at risk by publicly listing your work or personal contact information. Use a free hosted address from Research & Me to protect your privacy and automate study registrations. Participants who email your hosted address are automatically added to your list of candidates and sent your customized screening questionnaire, saving you time and making intake more efficient.

Your Research & Me hosted email address will be generated once you create your flyer. If you provide an organization code, your hosted study will be added to your organization and you'll have immediate access to organization features and discounts.

Custom Email Address

Provide your own email address where potential participants can contact you directly to register for this study.

Phone Number Help

Custom phone number.

Provide a phone number where potential participants can contact you directly to register for this study.

QR Code Help

A QR Code makes it easy for participants to visit your website, send you an email, or call your phone number. When participants scan the QR Code with their phone's camera, your desired contact method will automatically pop up -- no typing necessary!

Select the contact method to use for the QR Code and it will be generated once you create your flyer.

Help: Creating Your Flyer

Help: what does it mean to post a study.

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Creating Effective Research Recruitment Flyers

August 16, 2023

Written By: Rob C.

How to Create Effective Research Recruitment Flyers

By following these tips below, you can create research recruitment flyers that will help you attract more participants. Remember 1) keep your flyer clear, concise, and informative; 2) highlight the benefits of participating; and 3) make it easy for people to contact you.

Here are some tips on how to create effective research recruitment flyers:

• Start with a strong headline: Your headline is the most important part of your flyer. It is what will catch people's attention and make them want to read more. Your headline should be clear, concise, and attention-grabbing. It should state the purpose of your study in a way that will appeal to your target audience.
• Use clear and concise language: Your flyer should be easy to read and understand. Avoid using jargon or technical terms that your target audience may not be familiar with. Use simple language that everyone can understand.
• Financial compensation
• Free medical care
• The opportunity to contribute to important scientific research
• The chance to learn more about a particular condition or disease
• Use a Flyer Template or Generator: While creating a recruiting flyer isn’t difficult, customizing a known and tried-and-tested template can save you time and increase response rates. A flyer generator allows you to input your study information (i.e. demographics, inclusion/exclusion criteria, etc.) and create a custom recruitment flyer. You can use the Research & Me Flyer Generator for free.
• Make it easy for people to contact you: Make sure to include your contact information clearly on your flyer so that people can easily reach out to you with questions or to sign up to participate. Your contact information should include your name, title, email address, and phone number.
• Protect Your Privacy: If you’re using your existing work or personal contact information on your research recruitment flyers, your identity and privacy are at risk. Use a custom email address, a QR code or custom link to your study to protect yourself and your team. The Research & Me Flyer Generator offers the option of free custom email addresses, free QR codes and free custom links to use for your study.
• Limit your flyer to one page in length: People are more likely to read a flyer that is short and to the point. If your flyer is too long, people may not be interested in reading it.
• Get feedback from others: Before you distribute your flyer, it's a good idea to get feedback from others. Ask friends, colleagues, or family members to review your flyer and give you their honest opinion. This will help you to identify any areas that need improvement.
• Proofread your flyer carefully: Typos and grammatical errors will make your flyer look unprofessional and could damage your credibility, so review before you distribute it
• Ensure Compliance: Make sure that your recruitment flyer is compliant with all IRB regulations and guidelines. This includes obtaining ethical approval, using appropriate language, and providing accurate information.

Additional Tips:

• Link to your study website from your flyer. This will give people more information about your study and how to participate.
• Promote your flyer on social media and other online channels. This will help you to reach a wider audience.
• Submit your flyer to relevant directories. This will help people to find your flyer when they are searching for research recruitment flyers in your area.

By following these tips, you can increase the chances that your research recruitment flyer will be seen by people who are interested in participating in your study.

Tags: Research , Participant Recruitment , Research Recruitment Flyers

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Initiatives and Committees

Plan your research, join a study, examples of recruitment flyers.

Flyers need to have simple and appropriate language for the audience; with clear instructions and contact information.

Make sure to create an accurately translated version of the flyer for the community of dissemination.

Download Sleep Study PDF

Multiple options for contact information should be provided: website, phone, email, and QR code.

Tear-off tabs should be placed at the bottom of the flyer.

Download Vape Scan PDF

Here is an example of an ineffective flyer:

• Visually confusing and lacks appealing design elements
• Not enough contact information
• Language and symbols are not understandable for the general public

Download Ineffective Flyer 

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Research recruitment flyer, what is a recruitment flyer.

A research recruitment flyer is a single-page advertisement that conveys the essential information about a clinical trial that is recruiting. Also known as a recruitment poster, it needs to comply with IRB guidelines which mandate the inclusion of several pieces of information, including the following:[ 1 ][ 2 ]

• A condensed clinical trial title and IRB study number
• Contact information of the principal investigator or facility
• Location of the clinical trial
• The objective of the study, explicitly indicating that it is a research study
• A summary of the protocol which includes the study activities and the time commitment required of participants
• Basic inclusion and exclusion criteria (eligibility criteria)

Furthermore, there are particular elements that are not permitted on recruitment flyers for ethical reasons, which include: [ 1 ][ 2 ]

• Any form of discount or coupon for the novel drug when/if it comes to market
• Any claims that imply direct benefits of the medical intervention under study
• Any claims that the device or drug under investigation is safe or effective
• Using the terms “new drug” or “new medication” without mentioning that it is an investigational product
• Using enlarged or bold print to emphasize financial compensation or incentives

Challenges faced in clinical trial recruitment efforts

When it comes to clinical research recruitment, there are several challenges faced by sponsors and sites, which together result in an estimated 85% of trials not meeting their enrollment targets (either on time or at all). These setbacks and delays represent significant monetary losses for sponsors as well.[ 3 ] This is especially unfortunate considering that surveys have shown that up to 68% of patients would be interested in participating in a clinical research study if they had more information.[ 4 ]

So why do so many studies fall short of patient accrual targets, and why is it so difficult for clinical researchers to capture the attention of eligible participants despite the general interest in participating in clinical studies? The answer involves a combination of several factors.

One significant barrier is a lack of awareness and limited medical literacy amongst the general public. The average US adult is considered to have the reading ability of an 8th grader, and, in most cases, such a person does not have the medical knowledge that would be required to fully comprehend complex research study documentation.[ 5 ] Unless a patient has a certain degree of experience dealing with a specific medical condition, medical terminology and vocabulary might go over their head.

The general lack of awareness about clinical research opportunities is backed by an NIH survey from 2020 which found that 41% of US adults did not know about the clinical trials they were eligible for.[ 6 ] There may also be a lack of awareness and diffusion within the healthcare system. The same survey indicated that only 8.9% of those surveyed had been invited to participate in a research study through a healthcare provider.[ 6 ]

Reasons why your research recruitment flyer isn’t effective

When it comes to recruitment flyers, the challenge is thus to capture the attention of eligible participants who may not be informed about or come across research opportunities otherwise. Unfortunately, lots of recruitment flyers are not designed appropriately for capturing viewers’ attention and conveying information in a clear and aesthetic manner. Some poor design choices that have hindered the effectiveness of many a research recruitment flyer include:

• Misaligned text and poor contrast (e.g., light text on light background)
• Crowded, hard-to-read text, in block paragraphs (poor use of spacing, headings, etc. to assist visual flow and summary-level comprehension)
• Unclear content that leaves too many questions unanswered
• Too much medical jargon (readers might not even understand what the study is about)
• Visually unappealing design that does not capture attention in the first place

Given the sheer volume of advertisements competing for the same spaces - physical spaces on billboards, online ads, but also space in people’s minds - minor design flaws can hinder your ad from being noticed at all. As people are exposed to more and more ads and distractions, the time they spend on any given ad is also decreasing.[ 7 ]

What makes a good research recruitment flyer?

Recruitment material needs to do more than generate interest. It needs to be effective - i.e., turn potential participants into consented participants. Research recruitment flyers should adopt a patient-centric approach, conveying essential information clearly and concisely, and with a clear call-to-action for those who determine themselves to be eligible based on the information presented.[ 8 ]

Sponsors and researchers could consider “taking off their clinical research hats” to put themselves in their target patient’s shoes, in order to best understand their motivations and then speak to their needs in a clear and direct way.

By working from this perspective, researchers will be in a better place to create more effective recruitment flyers that selectively grab the attention of eligible participants and make it easy for them to take the next steps. In the next section, we will get into specific details of recruitment flyer design.

How to design an excellent research recruitment flyer

Developing content that is relevant, understandable, and concise, and which conveys essential information about a clinical trial without being too scientific or confusing may represent a unique challenge for many researchers who may be more used to research writing.

Toning down medical language into layman’s terminology and avoiding “jargon” is a prerequisite for effectively communicating with broad audiences. There are many helpful online tools available, such as this medical dictionary , which provides plain-language alternatives for many medical terms to help you write clearer, simpler content.

With this understanding of how to approach the tone and writing style of the recruitment flyer, let’s get into the specific information that should be included in a research flyer - and how it should be included to maximize its effectiveness.

5 Questions the research recruitment flyer should answer

To understand how to recruit participants for a study, consider these five critical questions potential participants should have clear answers to after reading the research flyer:

• Who is the study for?
• What is the study about?
• Why should I care?
• What is required of me?
• How can I get more information or sign up?

1. Who is the study for?

To target the right audience right off the bat, your research recruitment flyer needs to clarify who the study is for, and the best place to do that is in the heading, the most prominent space in almost any flyer. Let’s take a look at two examples - one poor example and a better example.

• POOR: Research study investigating diabetes

This heading is not direct, as it doesn’t call out to anyone in particular. It feels more like a general announcement and may be ignored. What about diabetes is being investigated?

• BETTER: Is your type 2 diabetes under control?

In this example, it is obvious that the flyer is addressing people with type 2 diabetes. The flyer may jump out for a person with diabetes, who would then be more likely to take a moment to review the rest of the information.

2. What is the study about?

Following the heading, the flyer should explain why the clinical trial is being conducted. This should be clearly summarized in 2–3 lines maximum, and must explicitly state that it is a research study. Consider the following examples:

• POOR: We are conducting an explanatory clinical trial to try to determine if biweekly administration of the new drug AB2377 may contribute to lowering levels of biomarkers of liver inflammation in people with advanced liver cirrhosis.

Although this description is complete and only occupies three lines, it is overly wordy and contains a lot of information that is irrelevant at this preliminary contact, such as the specific experimental drug name and details about the exact health endpoints being measured. The wording is far from straightforward, and you may have also noticed that it doesn’t specify that AB2377 is an investigational drug!

• BETTER: We are conducting a research study to find out if an experimental treatment improves signs of liver health in people with cirrhosis.

By simplifying the language to make it straightforward, and removing extraneous/complicating information, this sentence is now much clearer in describing what the clinical trial is researching, in who, and how.

3. Why should I care?

From the perspective of the person reading, the flyer should provide some indication as to why they might care to actually follow the call-to-action and participate in the study.

To answer this question, it’s helpful to consider common motivations people state for participating in clinical trials, such as access to novel therapies or wanting to help others. For more ideas about why people enroll in clinical research, refer to Enrollment in Clinical Trials: Statistics and Patient Recruitment Strategies .

It’s important to remember not to promise any personal benefits or positive outcomes, as this is both misleading and unethical (such materials will not get IRB approval).

If there is any financial compensation involved, this should be mentioned without highlighting it in any special font or formatting. Let’s examine the examples below:

• POOR: By participating, you will receive access to a cutting-edge treatment that could cure your diabetes, and you will receive $500 for participation!

This line alludes to a positive outcome for participants and highlights a monetary incentive, further without clarifying stipulations, and is thus misleading and unethical.

• BETTER: By participating, you can help us in trying to find a new treatment for people with diabetes worldwide, and will be compensated $500 for your time and commitment to the entire study.

The potential benefit stated is realistic and taps into the desire to help others. Furthermore, it clearly explains that the compensation is only awarded upon completion of the entire study, and this information is not made to stick out in any way from the rest of the text..

4. What is required of me?

When potential participants make a well-informed decision to enroll in a clinical trial (i.e., they are fully aware of what it involves), they are less likely to drop out. A strong factor in this decision-making process is what is expected from them throughout the trial, including expected time commitment, travel requirements, and mandatory procedures. This information should be laid out clearly in your recruitment flyer.

Aim to capture the entire picture; focus on what is most relevant, but make it complete. Again, keep the language clear and simple, as illustrated by the contrast between these two examples:

• POOR: The study lasts 3 years, and you will undergo numerous tests and procedures at specific intervals, plus follow-up appointments.

While certainly concise, this information is far too vague, which can create confusion or even suspicion and distrust. The lack of clarity leaves room for participants to make assumptions about the research protocol, which can deter them from enrolling or lead to drop-outs when they realize it’s not what they expected.

• BETTER: You will attend one study visit at the central location every 3 months, for 3 years (12 visits in total). At each visit, your blood will be drawn, and you will be asked to answer a short (5 min) survey. After the 3-year period finishes, there will be a single follow-up call (by telephone) 4 months later.

This description eliminates confusion as it states the exact frequency of trial site visits, so participants can accurately gauge the travel requirements. It specifies what the visits involve as well, which can help build trust as study details are presented transparently right from the beginning.

5. How can I get more information or sign up?

Finally, an effective research recruitment flyer will include a clear call-to-action that guides eligible participants to contact details where they can get more information or sign up. This should be direct and avoid ambiguities.

To help people reach you and your team, provide multiple contact options, such as a phone number, email address(es), website URL(s), QR code(s), and in some cases, even tear-offs.

Consider the following examples:

POOR: For more information and to sign up or to contact the study’s principal investigator Dr. Michaels for any questions or doubts you may have, please call +1(311)999-8888 or visit https://www.participateinmycomplexclinicalresearchtrialnow.com/vjisp984rhkls8yg3khro88ysdg37778934-?khgouesef=true0[9tiwjh4

This is a run-on sentence with subpar grammar that is not entirely clear to follow. The contact information consists of only one phone number (calls only), and a very long URL that is too difficult (or even impossible) to copy accurately. Importantly, the call-to-action is not overtly clear, indicating that readers should call “for more information” “and to sign up” “or to contact the PI.”

BETTER: For further information or to sign up, call or send an SMS to Dr. Michaels at +1(311)999-8888 or visit http://www.bit.ly/3ff5

Here you have the same information but written more concisely, and with a clearer call to action (to get more information, or to sign up). The URL is shortened so that it can be written down easily, and the phone number is set up to receive text messages as well as calls.

Design: What makes a flyer look professional yet captivating?

A research recruitment flyer that clearly and concisely answers all the questions mentioned above, but which lacks attractive or magnetizing design elements will not stand out amongst other flyers. Visual cues may be the first thing that calls a reader’s attention toward the flyer. Therefore, it is important to give the flyer’s design due attention as well. Some ideas here include:

• Format text with readable fonts and uniform font sizes. Good design practices dictate a maximum of two font styles on one flyer. Check that the fonts look good, either matching closely or complementing one another in contrast.
• Use contrast wisely, by using light text colors on darker backgrounds and vice versa to improve readability.
• Separate blocks of text with empty space. A single paragraph with all of the information jammed together is not visually appealing, and is harder to skim through.
• Use images that are appealing and that relate to the content and resonate with the target audience - a picture of a cookie is not a good match for a blood sugar control study in people with diabetes.
• Leverage elements of graphic design - use well-matched color themes, shapes and lines to separate text blocks or sections, and make use of contrast, empty space, and subconscious visual cues* to create eye-catching layouts with good alignment, symmetry, and balance.

For more information about visual design elements, take a look at this resource , starting from slide 14. *To understand what we mean by visual cues, see slide 22 of the same resource.

With all these design points in mind, you can create a visually balanced research recruitment flyer that stands out and grabs viewers’ attention, but which is subsequently easy to read as well. In terms of the actual text, make sure the call to action stands out clearly, and consider using a catchy hook or clever wordplay to grab readers’ attention in the heading.

A quick word on images - Images are a vital visual component, but can be distracting if there are too many or if they are not relevant. They can even be off-putting if they are poorly edited, skewed, or of poor resolution. It is important to obtain the rights to reproduce an image, or to use royalty-free images. Popular sites for finding royalty free images that allow commercial use include Pexels , FreeImages, and FreePik.

Consider hiring an expert to design the study recruitment flyer for you

With all of these considerations in mind, designing a research recruitment flyer might seem overwhelming, especially for sponsors who are already tied up with other duties. In some cases, it may be worth contracting an expert to help in the design of your recruitment materials (or to design them for you entirely). This could be an individual or an agency who specializes in clinical trial marketing in general, or with expertise focused around design.

Outsourcing the design process allows you to focus on core responsibilities, while bringing benefits of the expertise and experience of a professional to optimize the recruitment materials. In some cases this can save you time and even money, and you could end up with a streamlined partnership you can count on for future trials and even other pieces of study material. However, it’s also worth considering whether it would be more advantageous in the long-term to work on developing this skill internally, learning and improving your ability to develop effective recruitment flyers quickly.

Don’t forget the IRB!

Don’t forget that all study material must pass IRB approval before being distributed. Ensure your research recruitment flyer follows IRB guidelines, has all the relevant information, and that you are happy with the design before submitting it for approval.

Once your flyer is IRB approved, you cannot modify it in any way without subsequent approval. If you determine that it is under-performing and decide to make changes, you will need further IRB approval.

With that in mind, it’s a good idea to consider creating a couple of versions of your recruitment flyer, submitting them as a package for approval. That way you can swap them out quickly without waiting for subsequent approval. These versions might use different images, different headings, alternative color schemes, or have entirely different designs. That’s up to you - with practice, experience, and measurable performance indicators you can monitor, you will be better able to understand what tends to work and what doesn’t work so well for your target populations.

Sample research recruitment flyer templates

There are some online resources where you can download templates and examples of good flyers, such as the websites of the University at Buffalo , University of Florida’s CTSI , and Northwestern University .

Remember that these research recruitment flyer templates are just starting points. Build on the ideas or concepts that you feel stand out using the writing and design tips we explained above, and you will be able to design good flyers that resonate with your patient population and encourage them to enroll by providing clear descriptions that empower them to make an informed decision.

The goal of effective recruitment materials is for interested prospects to contact you, after they make a personal, preliminary judgment of their own interest and eligibility. Step into your participants’ shoes to understand their needs and design a flyer that resonates with them and makes them feel empowered to embark on a new adventure in their health journey. Focus on the use of clear, direct, and simple language, laid out in a visually appealing way that facilitates comprehension and engagement.

While creating an effective research recruitment flyer requires an initial investment of time and money, it has the potential to boost recruitment numbers and help you get your study off the ground faster. As with all things, practice makes perfect, so it may take a few attempts to get it right. If you are pressed for time or feel overwhelmed, consider outsourcing the design to a professional designer who can bring their unique expertise to the table.

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• 8/15/22 Portable Displays and Promotional Banners
• 8/16/23 Research Poster Template
• 1/28/20 Print-on-Demand Travel Poster
• 4/26/22 Branded Digital Wallpaper
• 2/4/22 Award Certificate Templates
• 5/9/18 Smoke-free Policy Graphics and Messaging

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Why Your Research Recruitment Flyer Isn’t Working (and How to Fix It)

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Creating an effective research flyer to attract and recruit ideal participants to your clinical research study is harder than it seems.

At any given moment, we have unlimited amounts of information at our fingertips and everything seems to be vying for our attention.

That said, it’s no wonder why so many research studies struggle to reach, recruit, and retain study participants.

As studies continue to suggest that our attention spans are declining , crafting an enticing research recruitment flyer can be immensely beneficial to the successful completion of your clinical trial – that’s a given.

The problem is that many researchers don’t realize why their recruitment flyers don’t work and why their recruitment attempts ultimately fail.

If you’ve never put much thought into how to market effectively to your ideal participants, you’re not alone. Most researchers don’t focus on direct marketing because it’s simply not their area of expertise (and that’s okay!).

Be that as it may, it doesn’t change the fact that your “old, tried-and-true” way of designing research study flyers isn’t working well. (And, for the record, your colleagues’ flyers aren’t performing any better than yours.)

Again and again, study findings suggest that researchers consistently overestimate potential participant numbers and that as much as 50% of a research study’s timeline can be spent on recruitment alone. In a world that moves at lightning speed, you can’t afford to lose precious weeks or even days simply trying to recruit participants for your study.

It’s time to ditch ineffective systems and find a new gold-star standard. In this article, we’ll cover the hard truth about research flyers – why most of them don’t work and what you can do about it.

Most importantly, we’ll teach you a no-nonsense process using our Participant Perspective model to help you make more effective participant recruitment flyers and other recruitment materials.

Table of Contents

Why your study recruitment flyer isn’t working, marketing incompetence compromises your research, how to create an effective research flyer, plan b: don’t do it yourself, make an educated change to your clinical research recruitment flyers, finding the right help for your research recruitment.

We’ve already established that most research flyers (and often, other promotional materials) are almost uniformly bad and ineffective. The next logical step in learning how to improve them is to understand what makes them so inefficient.

Over the years, we’ve discovered that most researchers:

• Unconsciously lack the ability to advertise and market successfully.
• Are initiative-takers and often prefer to figure things out on their own.
• Tend to rely on their industry connections and relationships to solve problems rather than seek help from marketing professionals.
• Worry they’re ultimately wasting time and money on marketing support from a seasoned pro when they can just “DIY it.”

As a researcher, you’re a driven person. It’s unsurprising that you might take on the responsibility of creating clinical trial recruitment posters and flyers.

But here’s the bottom line:

Though you may have great intentions, you’ve likely never taken a single class or attended a lecture on marketing, advertising, or how to effectively recruit participants for clinical research studies.

While you may enjoy trying new things, learning how to market your study successfully doesn’t equal successful recruitment.

Though you may ask for help or feedback, chances are you’re asking the wrong audience.

Let’s tackle these troubles one by one. Though you may be well versed in the world of conducting research studies, you may have a few marketing shortcomings. Those well-intentioned mistakes (whether you recognize your limitations or not) can create some serious setbacks in your timeline and budget.

1. You don’t know what you don’t know.

Plenty of researchers lack the skills necessary to successfully market to their ideal study participants.

Famed psychologist Abraham Maslow called this “unconscious incompetence.” The concept is pretty simple – you lack the ability to do something because you don’t know you’re doing it wrong and you’re doing it wrong because you don’t actually know what you’re doing.

There’s no shame in this reality! Despite your many years of rigorous study and earning respected scientific and medical degrees, there was never any expectation that you should also master Marketing 101.

If you’ve never dived into how to advertise effectively, you can’t begin to understand something you have no knowledge of.

2. You’re used to “figuring it out” on your own.

If you’re an avid DIY’er, you may have done some research of your own to help you create your clinical trial recruitment posters and marketing materials. (Kudos to you for taking the initiative.)

In other words, you know that you don’t know enough, so you try to find the answers on your own. In Maslow’s learning stages, you’re parked at “consciously incompetent.”

However, learning how to effectively market to a specific audience (i.e. your potential study participants) requires more than reading a few articles or making a few phone calls to colleagues.

Participant recruitment, in itself, is a form of scientific study. You’ll likely test a few iterations of the same methods. But designing this “study within a study” will put you on a fast track to run out of time and have fewer participants to show for your efforts.

3. You ask the wrong person for help.

If you’re perhaps not a do-it-yourself-er and aren’t above asking for help, odds are you’re most likely to reach out to other researchers. Again, you know there are things you don’t know (you’re consciously incompetent), so you ask for advice. This makes complete common sense – researchers helping other researchers.

But when your pals are equally as clueless about marketing as you are, your collective think tank springs a leak.

4. You waste time and money trying to avoid wasting time and money.

Whether they’re consciously or unconsciously incompetent, the last thing any researcher wants to do is waste time or money when recruiting for a clinical trial.

But here are the realities:

You waste time by trying to do marketing yourself when you’re not a skilled marketer.

Then, you waste money by producing ineffective research flyers and marketing materials.

Ultimately, you risk netting fewer participants than you hoped you would.

Marketing incompetence – whether conscious or unconscious – compromises your research.

You can do “all the things” you can think of and still not find enough participants if you don’t understand how to create strong, enticing research flyers and clinical trial marketing materials.

To make up for lost time and money, you may accept a lower sample size for your clinical trial. This leads to having less robust data and results.

You may change your prescreening eligibility criteria to make it easier for people to participate. In other words, you cut corners in your own study to make participants “fit” that otherwise wouldn’t.

You may opt to drastically redesign your study by cutting out or toning down invasive (yet important) procedures or require fewer study site visits.

Making changes like these to your clinical trial plans gravely compromises your research and your study timeline.

The key point: You can do all the “right things” and still have little to show for it.

Let’s consider the fictional (yet realistic) story of “Andrew,” a clinical researcher at a well-respected university. Andrew would regularly spend a significant amount of time – up to 50% of a study period – attempting to recruit participants for his and his PhD students’ studies.

Andrew and his students would consistently “pound the pavement” and put up dozens of flyers around the university campus, in local coffee shops, and at transit stops.

No matter what he did, however, it always seemed like he had little response for his efforts or, when he did get a positive response, most participant applicants turned out to be ineligible for his or his students’ studies.

At other times, participants who were eligible often decided to drop out of the study once they learned what was required, such as necessary but invasive procedures or the number of required in-person clinic visits.

“Andrew’s” story isn’t a unique one: This recruitment flyer circus is tiring and frustrating, and yields few positive results. Though you and your peers may feel the same way and take solace in your shared frustrations, the fact remains that trial recruitment doesn’t have to be this way.

Remember, it takes a lot to grab someone’s attention these days.

We live in a world of ceaseless advertising noise. Recent estimates suggest the average American is bombarded by as many as 10,000 advertisements in a single day. As a result, we’ve learned how to tune out the excess “noise” around us and are rarely attracted to brands or companies we don’t recognize.

As a researcher, you’re likely also familiar with the increasing competition for participants. There are a growing number of studies aiming to capture eligible participants’ eyes. Studies are also becoming more complex and asking for more participants (and more from them).

With so much competition for our attention – and not just from other studies – it’s exceedingly difficult to stand out.

In essence, your research recruitment flyer has to be more than just enticing – it has to be practically show-stopping.

And while creating a recruitment flyer seems fairly straightforward, there’s a lot involved to getting inside the head of your ideal participants. Copywriting, visual design, marketing, and advertising all play crucial roles.

Developing effective research recruitment flyers calls for a completely different skill set and often requires many years of study and experience to get good at doing it.

As a clinical researcher, you may not have the set of skills necessary for stellar marketing and advertising. That’s okay – you still have tools at your disposal to help you craft an enticing and ultimately successful research flyer. 

The main things to consider when designing a flyer are verbiage and appearance. For a moment, turn off your “researcher brain” and instead, consider how your potential participants think. We like to connect this process with the old adage of “walking in someone else’s shoes.” 

In this case, you’re walking in your participants’ shoes. 

Our Participant Perspective model makes this easy.

Engage your audience.

Be as relevant as possible to your ideal participant. It’s a good idea to think about the patients you interact with on a daily basis. How do they communicate their symptoms and how do they respond to your recommendations? 

These interactions will help you better understand who your recruitment flyer is “speaking” to.

Write for a 10-year-old.

Yes, you read that correctly! This may seem ridiculous but it’s arguably the most important part of creating an effective research study flyer or poster.

Your participants are not medical professionals – they’re everyday people with jobs across dozens of industries. They don’t know medical terms or use clinical jargon to describe their troubles.

When writing the content for your flyer, avoid any use of industry jargon, large words, and long sentences. Keep it simple. Mention struggles or symptoms participants may experience in clear language that a child might use. 

Consider the big WIIFM (“what’s in it for me?”) questions.

As humans, we’re all extrinsically and intrinsically motivated in some way. 

Using that clear language, point out what benefits your participants will get in return for their time and participation. Whether you’re offering monetary compensation or simply want to communicate the positive impact your participants will have, people need to know they’re getting something out of this experience.

Help potential participants communicate their impact to others.

Again, this goes back to using language that any participant can both understand and relate to. 

Think of it this way – what can participants say to their mom about participating in your study? 

No one wants to feel like a “human guinea pig.” Help participants answer basic questions about your study. For example, prepare them to clearly explain the reason the trial is being conducted and their role in it to anyone who may ask. Can they share what answers you hope to find through your research?

Additionally, ensure that your participants know the study is being conducted by a reputable university or hospital and that it’s been approved by an independent ethics committee. Let them know their participation is fully voluntary and that they can withdraw from the study at any time.

Make it easy to sign up for prescreening. 

Make the next steps clear and simple. In fact, make them big.

Do participants need to call a phone number? Make that phone number a focal point.

Do they need to complete an online screening questionnaire ? Make that web address easy to find and remember. Avoid using really long and hard-to-type URLs. (And while we’re at it, use hyphens to separate words. This is easier to read, type out, and understand.)

If you’re using an online questionnaire, make sure it’s mobile-friendly. Half the world’s web traffic now takes place on mobile devices like smartphones.

Bottom line: Make the next step as easy as possible with low barriers to apply.

Revisiting “Andrew” the Clinical Researcher

Let’s revisit Andrew. 

After learning of the Participant Perspective model, he realized his recruitment flyers were leaving a lot to be desired. They didn’t look particularly professional and didn’t convey much credibility or legitimacy. Additionally, Andrew recognized the photos they often chose were also not very relevant to the audience they were actually targeting.

After using the Participants Perspective model to create a basic research flyer, Andrew and his students began seeing upticks in their recruitment efforts. They were getting more inquiries and were able to spend less time on recruitment overall.

Andrew knows that the vast majority of flyers are pretty terrible and now notices them everywhere. He’s amazed that they are written completely from the researcher’s point of view. Seeing these flyers has helped him realize why his own past flyers were so ineffective.

Consider Plan B: Don’t do it yourself

According to data, 85-90% of studies are delayed due to poor enrollment .

You may have been creating the same kind of flyers for years, and maybe they used to work. But with the growing competition for study participants and our attention being pulled in so many directions, their effectiveness has dwindled. 

If you’re looking at our Participant Perspective model and thinking, “This is a ton of work and I’m already busy,” we understand. 

It is a ton of work and it does take a lot of consideration to make a great recruitment flyer. 

This is why many researchers have discovered that hiring an expert to help them is a far better use of their budget and time. By leveraging a marketing specialist’s expertise, you can leverage yours. 

With the help of an experienced marketer, you set yourself up for success so you can deliver world-class research. You’re far more likely to stay on track, make progress, and be able to do what you do best – focus on the research. You’ll feel far more in control, organized, and energized.

There’s good reason to make an educated change to your clinical research recruitment flyers.

As a researcher, you know there’s more competition than ever for clinical trial participants and there’s a consistently growing number of studies. Studies are also becoming more complex and asking more of participants.

It’s hard to get anyone’s attention these days thanks to the inundation of advertisements.

People see literally thousands of them in a single day. Not only that, but thanks to the availability of digital media, we rarely look up from our screens enough to take notice of something like a research flyer. This makes it all the more difficult to cut through the noise and reach your ideal participant.

Most research flyers are poorly designed and the researchers who create them suffer from unconscious incompetence – they don’t know their flyers are ineffective or they don’t understand why they’re ineffective. 

If recruitment doesn’t go well, you may be tempted to make some tough decisions, like adjusting your study requirements which could lead you to compromise your research. 

Ideally, hiring a marketing specialist could make a world of difference in your recruitment efforts.

Leveraging their experience allows you to focus on the research and your study’s trajectory rather than recruitment woes. You can finish on time (or ahead of schedule), develop a better track record, and do more important work.

Finding the right help for your research recruitment 

As you prepare your next research recruitment flyer, use our Participant Perspective model to “walk in your participants’ shoes.” You may be surprised at your improved recruitment results.

To save both time and money ( yes, save money! ), get some help from experienced marketers from the start.

Trialfacts offers specialized recruitment services for clinical and other research studies. Instead of spending your limited budget on creating recruitment flyers that don’t work, enlist the help of a specialist to ultimately preserve your funds.

Don’t waste time trying to get it right on your own.

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