Writing for clinical trials advertising requires a skillful touch to attract the attention of potential participants while adhering to legal standards, policies and brand guidelines. Here are some basic tips:
- Create short, punchy headlines that tie to the idea of the study, for example:
“Walk for Life” for a study about how exercise affects senior citizens.
“Win by Losing” for a study on dieting.
“Be Heart Healthy” for a study on blood pressure.
- Use the words 'research study' somewhere in the text.
- Keep the text on point, but say directly what the study involves, including the time required of participants.
- In headlines or text, language suggesting that participants can “earn money” or that promises a “new treatment” is not acceptable. The language must be neither coercive nor misleading.
Additional copy guidelines are available from the IRB's Receiving Approval for Research Recruitment Material document.
The Clinical Trials Advertising Toolkit contains all the information on these Clinical Trials Advertising pages, in one convenient PDF.