“Text messages that are personalized and tailored, those perform the best.”
-Dr. Alexis Kuerbis, Hunter College
We live in the Age of Personalization.
More experiences are becoming personalized– from the ads we see on Facebook to the emails we receive from businesses. Personalization involves creating individualized experiences by catering to individualized needs. Now, personalized communication is preferred and expected— clinical research is no exception.
Texting personalization in clinical research produces a plethora of benefits for both participants and researchers alike. Personalized text messages produce higher rates of satisfaction and response from participants.
With personalization, participants are more likely to engage in your study communication or marketing campaigns.
Participants will have greater satisfaction engaging in clinical trials that are personalized, increasing retention and return rates.
Why does personalization create a stronger engagement in messaging? Psychologists at the University of Texas explain this phenomenon by two main factors:
- Personalization can make participants feel more in control of their experiences and relationships in clinical research.
- The perception of information overload is reduced. Participants only receive personally relevant information.
Additionally, personalization creates stronger, more long-term relationships between researchers and participants. Personalization in technology makes us feel like there is someone on the other end– even when engaging with an AI tool. It can even be as simple as using a participant’s name. Texting communication that is more human and less robotic is the key to meaningful interactions in clinical research.
By Corinne Migliazza