What Makes a Good Patient Recruitment Video?

What Makes a Good Patient Recruitment Video?

Tips for Engaging Participants

Recruitment videos have become one of the most powerful tools for clinical research sites. A well-crafted video can quickly capture attention, build trust, and help potential participants understand the value of joining a study. But what separates an effective recruitment video from one that gets overlooked? Here are some best practices to keep in mind.

1. Keep It Clear and Concise

Participants are often encountering your study for the first time. A recruitment video should avoid jargon and instead use plain, simple language. Stick to the essential details:

  • What the study is about
  • Who is eligible
  • The purpose and potential impact of the research
  • What participation involves

Aim for a length of 1–3 minutes. Longer than that, and you risk losing your audience’s attention.

2. Make It Relatable

Viewers need to see themselves in the story. Use visuals and scenarios that reflect the demographics of your target population. If possible, include real patients or caregivers sharing authentic experiences. This helps prospective participants feel understood and valued.

3. Focus on Benefits, Not Just Logistics

While it’s important to explain study requirements, a good recruitment video highlights why participation matters. Emphasize:

  • The potential to advance medical science
  • The opportunity to help others with similar conditions
  • Any participant benefits (such as access to new treatments or health evaluations)

Framing the study in terms of contribution and community impact can be more compelling than details alone.

4. Build Trust Through Transparency

Trust is critical in clinical research. Address common concerns openly:

  • Safety protocols
  • Confidentiality measures
  • Oversight by ethical review boards

This reassures participants that their wellbeing is the top priority.

5. Use Strong Visuals and Storytelling

Video is a visual medium—don’t just rely on text on screen. Show images of the research team, clinic environment, or relatable everyday scenarios. Narratives that connect emotionally, rather than pure information delivery, tend to have stronger impact.

6. Include a Clear Call-to-Action

At the end of the video, tell participants exactly what to do next. Examples:

  • “Visit MyLocalStudy.com to learn more.”
  • “Call our site today for a confidential eligibility screening.”

Make it easy for viewers to take the next step immediately.

7. Optimize for Sharing

Your recruitment video should be accessible across platforms: websites, social media, email campaigns, and even waiting room screens. Add subtitles for accessibility and to ensure clarity when viewed without sound.

Final Thoughts

A recruitment video isn’t just about explaining a trial—it’s about inviting participants into a story of hope, progress, and impact. When clinical research sites keep messages simple, authentic, and participant-centered, recruitment videos can be one of the most effective tools for enrollment success.

Explore our ready-made videos and patient recruitment materials today at patientrecruitmentmarketplace.com