Why Building Trust is Important
For many patients, the decision to participate in a clinical study is significant. It can be filled with uncertainty, concerns about safety, or questions about whether the trial is the right fit for their health needs. Trust helps bridge that gap between participants and the clinical study process, making patients feel supported and empowered to participate. When patients trust the people and the process, they’re more likely to stay engaged, share their experiences, and participate in a clinical study.
Being open with patients about the purpose, commitment, and expectations of their participation is key to building trust. Healthcare providers play a crucial role in closing this knowledge gap by sharing information in a clear and supportive way. Here are four practical strategies to help make this shift happen.
"I'm always going to relate to a patient more than a provider or a company."
- Rare Disease Patient via interview
Four Strategies for Building Trust
- Create Friendly and Engaging Content
Patients' first impression of a clinical study comes from the materials they read. So, it’s essential to make sure your content is clear, approachable, and speaks directly to their needs. Use simple language, include imagery that reflects the patient community, and ensure your message is warm and welcoming. By crafting materials that inform while connecting emotionally, you create an environment where patients feel safe and understood.
- Establish Meaningful Individual Relationships with Patients
Every patient is unique, and their experiences and challenges are deeply personal. Take the time to really get to know them—who they are beyond their condition, what they’re hoping for, and what concerns they have. Tailor your approach to each patient by listening to their story, offering empathy, and building genuine relationships. Patients who feel seen and heard are more likely to trust you and the clinical study process.
- Provide Ongoing Support Throughout the Enrollment Process
Trust doesn’t stop at the first conversation. Patients need continuous support throughout the entire enrollment process. That might mean having regular check-ins, offering resources, or simply being available to answer questions. At PatientWing, we value the power of one-on-one phone conversations that can last anywhere from 20 minutes to an hour. These calls allow patients to express themselves, ask questions, and feel reassured. For many, it’s a rare opportunity to talk openly about their condition with someone who genuinely listens.
- Work with Patient-Run Communities and Advocacy Groups
Patients often turn to communities and advocacy groups they trust for guidance. By partnering with these established groups, you can expand your reach and build credibility. These organizations offer valuable insights into patient needs and can provide feedback on your recruitment strategies and materials. Collaborating with them shows patients that you’re invested in their well-being and committed to making the clinical study process as patient-centered as possible.
Keys to Building Relationships with Patients
To truly earn a patient’s trust, it’s important to go beyond formal interactions and develop real, lasting relationships. Here are a few ways to do that:
- Tailor Your Approach: No two patients are the same. Adapt your communication to meet the individual needs of each patient population. What works for one group may not resonate with another.
- Be an Active Listener: Give patients the time and space to share their story. Listening carefully shows you value their input and can help you understand their specific concerns and hopes.
- Get to Know Patients Beyond Their Condition: Everyone has a story, and it’s important to acknowledge patients as individuals, not just as participants in a study. When patients feel understood on a personal level, trust naturally follows.
Best Practices for Communicating with Patients
Whether it's creating content or interacting with patients throughout the study, engagement should always come from a place of genuine support. Using confusing language or medical jargon can leave patients feeling disconnected and unsure about continuing their participation. At PatientWing, we've found that the following strategies help us build meaningful connections with participants and, most importantly, encourage them to reach out to us throughout their medical journey.
- Respect Their Time: Always ensure patients are fairly compensated for their time and contributions. This demonstrates that you respect their efforts and value their input.
- Create a Mutual Partnership: Communication is a two-way street. Speak to patients in a language they understand and ensure mutual understanding in all your interactions. Use tone, visuals, and words that reflect their perspective.
- Keep It Simple: According to The Literacy Project, the average American reads at the 7th – 8th grade level. Therefore, study materials should be easy to read and understand. Also, make sure your imagery is representative of the patient population you’re serving.
Partnering with Patient-Run Communities and Advocacy Groups
When recruiting for clinical studies, you shouldn’t do it alone. Patient-run communities, advocacy groups, and support organizations are great allies. These groups are already deeply connected to patients and understand their unique needs and concerns. Working with them can help you refine your recruitment strategies and ensure your materials are patient-centered.
- Ask for Input: Patient communities can provide valuable feedback on your study materials and messaging. Their insights will help you create a more patient-friendly recruitment process.
- Meet Patients Where They Are: Whether it’s online forums, social media, or community events, engage with patients in the spaces they already feel comfortable and connected. Tailor your communication methods to align with their preferences.
How PatientWing Builds Trust
At PatientWing, trust is at the heart of everything we do. We focus on building one-on-one relationships with patients, providing them with easy-to-understand, IRB-approved materials that they can share with their communities. We offer ongoing support every step of the way, ensuring patients feel heard and valued throughout the enrollment process.
Our phone conversations are more than just calls—they’re opportunities for patients to have a real conversation about their condition and learn more about clinical studies. We’re there to listen, answer questions, and guide them through what can often feel like a complicated process. For many patients, this is a rare chance to talk openly with someone who truly understands their journey.
We also invest in long-term relationships with patients, offering them helpful resources such as condition pages and patient stories and keeping them informed about other relevant study opportunities via ClinicalTrials.gov. By partnering with patient advocacy groups and influencers, we continuously expand our reach and foster new connections within the patient community.
Conclusion
Every patient deserves the opportunity to participate in clinical studies, and it all starts with building trust. By speaking directly with patients, creating clear and engaging materials, and providing ongoing support, you can make a real difference in their clinical trial journey. At PatientWing, we’re committed to building trust, forming meaningful connections, and helping accelerate clinical study enrollment timelines—one patient at a time.
Connect with our solutions team today to learn how we can partner with your study!
