Clinical trials are essential for advancing new treatments to improve the health of the whole population. Including a diverse group of people in research provides a better understanding of the most effective treatment for different groups of people.

A recent report by Paddington Life Sciences, Egality Health and IQVIA, highlights how radio and other media can play a pivotal role in bridging this diversity gap, helping researchers reach underserved communities.

The report builds on a roundtable hosted by IQVIA in August 2024, which brought together patients along with regulators, researchers, and NHS and industry leaders to discuss the role of radio and other media as a recruitment method for improving representation in clinical trials.

At the roundtable, attendees cited the opportunities offered through regional, local and community radio stations for researchers to reach their target populations through a trusted medium.

Established by Imperial College Healthcare NHS Trust in 2023, Paddington Life Sciences Partners, is a membership group bringing together the NHS, industry and academic organisations with a shared commitment to developing a life sciences cluster centred around St Mary’s Hospital in Paddington. Improving diversity in clinical trials is a key focus area for the partnership. 

Why diversity in clinical trials is important

Despite the growing recognition of the importance of clinical research, recruiting a diverse group of people is still a challenge. Low representation of diverse communities can be attributed to several factors – cultural and communication barriers, mistrust in the healthcare system, low awareness, lack of accessibility, as well as poor targeting and outreach from traditional clinical trial recruitment methods.

Dr Suki Balendra, director of strategic partnerships at Paddington Life Sciences, said:

“Clinical trials are crucial for developing new medicines. However, when they lack diverse representation, the results may not apply to everyone equally. This can lead to ineffective treatments, unforeseen side effects, and missed opportunities for medical advancements.

“Diversity goes beyond ethnicity – it encompasses personal, physical, social, and economic factors. Media plays a vital role in raising awareness about research and participation opportunities. This report examines how we can leverage media and partnerships more effectively to engage a broader segment of our local population.”

Harnessing radio for diverse recruitment

The report explores the benefits of radio as a channel for diverse recruitment, which includes: 

• Targeted outreach: Regional, local, and community radio stations help researchers reach specific populations, whether by geography or community
• Harnessing the power of storytelling: spoken word is key for sharing important messages and calls to action
• Building trust: Listening to someone with lived experience can build trust and prompt action
• Overcoming language and cultural barriers: Translating recruitment messages into multiple languages improves accessibility.

The authors add that the UK research community has an opportunity to leverage radio to connect with underserved communities and share research opportunities.

In addition to radio, the report highlights the value of other media channel for diverse recruitment, particularly those can target specific audiences. This includes social media, paid search advertising and podcasts.

Next steps

The authors hope the report informs researchers and health system stakeholders about using radio and other media to enhance equity, diversity, and inclusion (ED&I) in clinical research. They also aim to inspire innovative approaches to recruiting participants for clinical trials.

Egality, a community engagement agency, participated in the roundtable and developed this report, working closely with IQVIA and Paddington Life Sciences. Annette Crosse, CEO of Egality, said:

“It was a privilege to hear from both experts and individuals with lived experience on such an important issue. The strategic use of radio and other key media outlets is essential to increasing fair representation of underserved groups in UK health research. We hope this report serves to inform and inspire stakeholders within the research community to implement innovative communication and community engagement strategies.”

Read the full report and recommendations to understand how radio and other media can help the UK research community reach underserved communities, and ensure more patients can access the best treatments.