BBK Marketing Solutions

BBK Marketing Solutions Advancing Research. Elevating Growth

Meta Ads. Google. The website. Physician referrals. A CRO campaign. Same Research Site, five different sources — and by ...
16/09/2026

Meta Ads. Google. The website. Physician referrals. A CRO campaign. Same Research Site, five different sources — and by the time someone asks "what happened to last month's 120 inquiries?", the answer lives in four different files. 📁

But here's what actually causes that: most CRMs are built for sales, tracking Lead → Opportunity → Customer. Clinical recruitment needs a completely different workflow — Inquiry → Pre-Screen → Referral → Site Screening → Enrollment — and forcing it into sales terminology is where the confusion starts.

Here's another thing that trips people up: adding a CRM doesn't automatically save time. If staff still have to copy participant info into a spreadsheet and then into the Site's own system, the CRM just became one more thing to update — not less work.

We break down what a clinical trial recruitment CRM should actually do (and what it shouldn't try to do) in our newest article:

https://www.bbk-marketing.com/blog/crm-for-clinical-trial-recruitment

$18 per lead. $32 per lead. On paper, the first Site looks like the better deal. 💰But Site A converts 8% of leads into r...
16/09/2026

$18 per lead. $32 per lead. On paper, the first Site looks like the better deal. 💰

But Site A converts 8% of leads into referrals. Site B converts 30%. Once you follow the money past the lead stage, the "cheaper" Site is actually costing more per real recruitment outcome — and a budget built on cost-per-lead alone would keep rewarding the wrong one.

Here's another thing that trips people up: giving your best-performing Site more budget isn't always the right move. If that Site is already at capacity, extra spend just generates referrals it can't handle in time — and performance drops for everyone.

We break down how to actually allocate multi-Site recruitment budgets in our newest article:

https://www.bbk-marketing.com/blog/equal-advertising-budgets-multi-site-clinical-trial-recruitment

Same referral. Three different Sites. Three very different response times: 3 hours, 18 hours, and 2.4 days. 📞That gap al...
12/09/2026

Same referral. Three different Sites. Three very different response times: 3 hours, 18 hours, and 2.4 days. 📞

That gap alone can explain why one Site enrolls well and another struggles — long before you even look at screening or advertising. If nobody's tracking response time by Site, it's easy to blame the wrong thing (usually marketing) for what's actually a follow-up problem.

Here's another thing that trips people up: sending MORE referrals to your best-performing Site isn't always the right move. If that Site is already maxed out on screening capacity, extra volume just piles up and performance drops — for everyone.

We dig into how to actually measure and compare Site performance the right way in our newest article:

https://www.bbk-marketing.com/blog/how-to-measure-recruitment-performance-by-research-site

Swapping the audio on an English recruitment video to Spanish isn't the same as making a Spanish video. 🎥Picture it: Eng...
12/09/2026

Swapping the audio on an English recruitment video to Spanish isn't the same as making a Spanish video. 🎥

Picture it: English physician, English signs in the background, English on-screen text, English captions — just dub the voice in Spanish. Technically translated. Doesn't feel localized at all. It feels dubbed.

Real localization might mean a Spanish-speaking presenter, localized on-screen text, redesigned graphics, adjusted pacing — basically, a video that feels like it was MADE for a Spanish-speaking audience, not converted for them after the fact.

We break down what real localization looks like — beyond just the words — in our newest article:

https://www.bbk-marketing.com/blog/translation-vs-localization-clinical-trial-advertising

Here's a mismatch we see a lot: the ad says "Learn more about a research Study." The landing page it links to says "Find...
12/09/2026

Here's a mismatch we see a lot: the ad says "Learn more about a research Study." The landing page it links to says "Find out if this treatment is right for you." 🤔

Those sound similar. They're not saying the same thing at all — and inconsistent messaging across the ad, the form, and the confirmation message is exactly the kind of thing that creates confusion (and extra rounds of review).

The fix isn't complicated: decide on one clear way to describe the Study, the population, and the next step BEFORE building any individual piece — then make sure the ad, the landing page, the confirmation text, and the follow-up script all say the same thing.

We walk through the whole recruitment materials workflow in our newest article:

https://www.bbk-marketing.com/blog/preparing-recruitment-materials-for-irb-review

"How many miles should we advertise around the Site?" is one of the most common questions in clinical trial recruitment ...
12/09/2026

"How many miles should we advertise around the Site?" is one of the most common questions in clinical trial recruitment — and it's actually the wrong first question. 🗺️

Here's why: two people can live exactly 20 miles from a Research Site and have totally different experiences getting there. One takes 25 minutes. The other, stuck behind a bridge or rural roads, takes over an hour. Same distance on a map. Very different reality.

The better question isn't "how far can we reach?" It's "from where can someone realistically make it here — especially if they need to come back multiple times?"

We dig into how to actually figure that out (travel time, Study burden, population, and more) in our newest article:

https://www.bbk-marketing.com/blog/geographic-targeting-clinical-trial-recruitment

There are two ways to get clinical trial recruitment wrong. 😅Way #1 (overbuilt): so many questions, approvals, and auto...
12/09/2026

There are two ways to get clinical trial recruitment wrong. 😅

Way #1 (overbuilt): so many questions, approvals, and automation steps that the participant gives up halfway through, and the team spends more time managing the process than talking to people.

Way #2 (underbuilt): an ad goes live, a form collects a name and phone number, it lands in a spreadsheet... and that's it. No confirmation, no pre-screening, no follow-up plan, no idea where people are getting lost.

The sweet spot is a funnel that has real structure — but still feels smooth from the participant's side. We map out exactly what that looks like, stage by stage, in our newest article:

https://www.bbk-marketing.com/blog/how-to-build-a-clinical-trial-recruitment-funnel

Ever seen the term "pre-screened referral" and wondered what it actually means? Here's the plain-language version. 🔍It's...
11/09/2026

Ever seen the term "pre-screened referral" and wondered what it actually means? Here's the plain-language version. 🔍

It's NOT the same as "this person qualifies for the Study." It just means: someone showed interest, answered a few basic questions (age, location, condition), and seems worth a real conversation with the Research Site. That's it. Actual eligibility still requires the Site's full screening process.

Why does the wording matter so much? Because messaging like "Congratulations, you qualify!" after 3 quick questions sets up participants (and Sites) for confusion and disappointment later. A more honest message: "You may be eligible to continue — the Research Site will determine final eligibility."

Small wording choice. Big difference in trust.

We break down the whole concept in our newest article:

https://www.bbk-marketing.com/blog/what-is-a-pre-screened-participant-referral

Here's something counterintuitive: sometimes MORE leads make recruitment worse, not better. 🤯Imagine a Site that can pro...
11/09/2026

Here's something counterintuitive: sometimes MORE leads make recruitment worse, not better. 🤯

Imagine a Site that can properly handle 20 new inquiries a day. The campaign sends 60. Now you've got slower response times, missed calls, less documentation, and a worse experience — for everyone, including the people who actually would have enrolled.

Generating leads and actually recruiting participants are two different jobs. One gets someone to raise their hand. The other figures out what happens after they do — pre-screening, follow-up, referral, getting them to the Site.

Confusing the two is one of the most common (and most expensive) mistakes in clinical trial recruitment. We break it down in our newest article:

https://www.bbk-marketing.com/blog/lead-generation-vs-clinical-trial-participant-recruitment

If "clinical research marketing" makes you think of Facebook ads for a study, that's only about a third of the picture. ...
11/09/2026

If "clinical research marketing" makes you think of Facebook ads for a study, that's only about a third of the picture. 📊

There's actually two sides to it:

1. Getting the right participants to find and trust a Study (the part everyone thinks about)
2. Getting Sponsors, CROs, and investigators to notice and trust the Research Site itself (the part most Sites forget about until they need a new Study)

A Site that only thinks about marketing when enrollment is slow is leaving half the value on the table. The strongest Research Sites treat both sides as ongoing infrastructure, not a fire drill.

We put together a full practical guide to what clinical research marketing actually includes — read it here:

https://www.bbk-marketing.com/blog/what-is-clinical-research-marketing

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