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.