Newly diagnosed patients are at a crossroads.
They’re navigating a whirlwind of symptoms, appointments, conflicting advice, and internet rabbit holes. This is a time filled with questions—What’s next? Can I manage this? What are my treatment options?
It’s also the moment when patients are most actively seeking information, making it a critical window for clinical trial recruitment. But breaking through the noise requires more than ads. It requires empathy, clarity, and strategy.
Why the Newly Diagnosed Patient Is Different
When someone is first diagnosed, their attention is being pulled in a dozen directions. They may be Googling symptoms, visiting forums, watching YouTube testimonials, or talking to multiple doctors. They’re not just looking for options—they’re looking for understanding.
And in this crowded landscape, many are already being marketed to—by pharmaceutical brands, advocacy groups, even other clinical trials. That makes it easy for recruitment messages to get lost—or worse, to feel like a sales pitch.
At Leapcure, we’ve found that the most effective way to engage this audience isn’t louder messaging. It’s sustained, thoughtful engagement that puts the patient first.
The Power of the Pre-Registry Approach
One of our most effective tools for connecting with patients early in their journey is what we call a pre-registry. This involves running always-on, omnichannel campaigns that build awareness and trust before a specific study launches.
In ophthalmology, for example, we’ve used this model to connect with patients affected by Thyroid Eye Disease (TED). By consistently running digital marketing and organic content campaigns, we’ve built a pool of engaged patients who already know who we are and have established a connection with our patient success coordinators.
This model removes the pressure of short recruitment timelines by giving us time to connect with patients, understand their pain points, struggles, symptoms, and overall interest in taking the next step in their health journey. Instead of rushing to identify eligible patients once a study begins, we already have a pipeline of pre-qualified, high-intent individuals.
Turning Insights into Action
Our registry campaigns don’t just build relationships, they generate powerful insights.
For instance, in our TED registry, we discovered that patients searching for specific Graves’ and TED treatment options were far more likely to be high-intent. By identifying and testing thousands of keywords, we created a high-performing search strategy that is then applied at scale when we begin full recruitment.
This cross-study insight allows us to fine-tune targeting, content, and bidding strategies delivering more relevant ads to more motivated patients.
Community-Driven Content Matters
Another key component? Authentic relationships with the community.
Through initiatives like our Leap Together podcast, we’ve partnered with patient advocates such as Christine Gustafson, CEO of Thyroid Eye Disease (TED) Organization, to deepen our understanding of what patients need. These conversations not only inform our campaigns they build credibility.
Patients can tell when a company is truly listening and has the patient’s best interest in mind.
Omnichannel Marketing, Thoughtfully Executed
The patient journey isn’t linear, and our marketing strategy reflects that.
- Awareness and trust are built through platforms like Facebook and programmatic display ads.
- Conversions often come from high-intent platforms like Google, Reddit, and Quora.
- Re-engagement is powered by retargeting ads, follow-up emails, and personalized outreach from our Patient Success Coordinators.
By being present at every stage, and every channel, we meet patients where they are, not where it’s most convenient for us.
Registry Campaigns Should Start Early
The best time to start recruiting for your next study? Before it begins.
Registry strategies give us the opportunity to build real relationships and lay a foundation of trust that pays off when it’s time to launch. Instead of scrambling to meet recruitment goals, we’re engaging a community that already knows us—and is ready to take the next step.
Digital Strategy with a Human Touch
At Leapcure, we believe digital strategy is only as strong as the empathy behind it. By combining smart targeting with authentic connection, we help patients feel supported not sold to.
Because when it comes to newly diagnosed patients, trust is the most valuable metric.
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