Campaign aims to improve the image of clinical drug research

During and shortly after the COVID-19 pandemic, it proved increasingly difficult to find enough participants for drug research. Although the numbers have increased slightly since then, participation is still lower than before the pandemic. Anholts: 'We conducted a representative survey in 2022. This showed that the Dutch often have an incorrect and negative image of clinical drug research. The prevailing image was that as a study participant you are a kind of guinea pig. Many people also wrongly think that reimbursement depends on the risk. And almost half of those surveyed were concerned about potential long-term harm by participating in a study. It also became clear that brand awareness of research institutes was very low.’

CHDR ran a broad campaign to give the Dutch population honest information about drug research and address the questions and doubts many Dutch people seem to have. Anholts: 'In collaboration with a marketing agency, we set up an outdoor campaign with posters at train stations and various other places, along with a social media campaign. Both campaigns focused on critical questions, such as ‘As a study participant, will I be a guinea pig?’ or ‘Is there a risk that I could experience lasting damage when I take part in drug research?’ We developed a new website which provides clear and honest answers in plain language. The outdoor campaign and the social media campaign direct people to that website.'

The impact of the campaigns is now being analysed, and Anholts and his colleagues are discussing follow-up actions. 'We hope to create a beneficial effect in the longer term, as more people consider participating in studies. I don't think it’s a problem if our competitors also benefit. We want to contribute to the industry as a whole as well as to our own recruitment efforts’.