When most brands think about holiday advertising, they picture retail promotions, gift guides, and year-end sales. But for organizations recruiting participants for clinical trials, the holiday season represents a unique and often underutilized opportunity to connect with potential participants in meaningful ways.
Far from being “too busy,” the holidays can be one of the most effective periods to reach, engage, and enroll clinical trial participants—if your messaging and strategy are aligned with the season.
Below are the key benefits of advertising during the holidays and why it works especially well for patient recruitment.
1. Increased Media Consumption = Greater Reach
During the holidays, people spend more time online than almost any other time of year. Between time off work, travel downtime, and quieter evenings at home, digital media usage spikes across:
- Social media platforms
- Streaming services
- Search engines
- Mobile devices
For patient recruitment, this means higher visibility for ads across paid social, search, and display channels. With thoughtful targeting, your message is more likely to reach qualified participants who might otherwise be difficult to engage during busier months.
2. Life Reflection Drives Health Awareness
The end of the year naturally prompts reflection. People think about:
- Their health and wellness
- Unmet medical needs
- Goals for the coming year
This mindset is especially powerful for patient recruitment. Individuals managing chronic conditions—or those who have not found relief through standard treatments—may be more open to exploring research opportunities during this time.
Holiday messaging that emphasizes:
- Access to new treatment options
- Contributing to medical advancements
- Taking a proactive step toward better health
can resonate deeply and authentically.
3. Less Competition from Traditional Advertisers
While many consumer brands flood the market during the holidays, not all industries increase spend at the same rate. In healthcare and research advertising, competition often decreases or remains flat, which can result in:
- Lower cost-per-click (CPC)
- Improved ad placement
- Better overall campaign efficiency
For clinical trial sponsors and sites, this creates a window to maximize budget impact and generate strong recruitment momentum heading into the new year.
4. More Flexible Schedules Support Action
Time off work, school breaks, and slower routines give potential participants more flexibility to:
- Click on ads
- Read study details
- Complete pre-screener forms
- Take calls from recruitment teams
This flexibility reduces friction in the enrollment process. A holiday ad might plant the seed, but the availability to act on that interest is what drives conversions—and the holidays often provide exactly that.
5. Holiday Messaging Builds Trust and Humanity
Clinical trial advertising must overcome skepticism and fear. The holidays provide a natural opportunity to humanize your message by focusing on themes like:
- Hope
- Community
- Giving back
- Helping future patients
Ads that emphasize participant care, safety, and purpose—rather than urgency alone—can feel more authentic during this season, strengthening trust and improving engagement rates.
6. A Head Start on Q1 Enrollment Goals
Recruitment timelines are tight, and January often arrives faster than expected. Holiday advertising allows sponsors and sites to:
- Build a pipeline of pre-qualified leads
- Warm audiences before Q1 launches
- Reduce enrollment delays early in the year
By starting outreach during the holidays, clinical trial teams can enter the new year with momentum instead of backlog.
Making Holiday Clinical Trial Ads Work
To be effective, holiday recruitment campaigns should:
- Use empathetic, patient-first language
- Highlight benefits clearly and transparently
- Ensure fast response and follow-up workflows
- Maintain compliance while staying warm and relatable
When done right, holiday advertising isn’t a distraction—it’s a strategic advantage.
Final Thought
The holidays aren’t just for retail—they’re a powerful moment for connection, reflection, and action. For clinical trial recruitment, advertising during this season can lead to higher engagement, lower costs, and stronger enrollment outcomes, all while meeting patients where they are emotionally and mentally.
If your goal is to reach motivated, thoughtful participants, the holidays may be the perfect time to start the conversation. Connect with our team to learn more.