Effective communication is key to increasing Black American participation in clinical trials. However, traditional messaging around clinical trials often fails to connect with diverse communities, creating barriers to participation.
To bridge this gap, it’s essential to use culturally competent messaging that respects and acknowledges the unique perspectives, experiences, and values of different cultural groups.
During a recent BDO panel discussion on clinical trial diversity, we had several experts share insights and best practices for communicating the importance of clinical trials to the Black community.
Going to underserved locations
One of the main themes was the importance of meeting people where they are, both physically and culturally. Sharon Rivera-Sanchez, CEO of Trials of Color, emphasized this: “What that means to me is [being in an] underserved neighborhood. So I go to that neighborhood, and I partner with people in that neighborhood.” By engaging communities in familiar settings and through trusted channels, outreach efforts become more relatable and accessible.
Speak the language
Valerie Worthy, a breast cancer survivor, highlighted the significance of cross-cultural communication: “In any situation, you have to speak the language of that person. If the person is not understanding what you’re saying, then we’re not getting our messages across.”
Culturally competent messaging requires understanding the unique experiences, beliefs, and perspectives of the target audience. It involves tailoring language, imagery, and stories to resonate with specific cultural contexts and addressing potential concerns or misconceptions.
Frame clinical trials in a positive light
Dr. Zhonnet Harper, a breast cancer patient navigator, shared her approach to reframing clinical trials positively: “When I start presenting it as something that is hopeful, something that speaks to seeing another day, being able to resume chasing your dreams…there’s an ease.”
Building trust is crucial for effective communication. Carmen White from Pfizer emphasized collaborating with trusted partners: “We collaborate with patient advocates to create educational awareness series to educate specific patient populations.”
Embrace the data
Neha Shah Londoño, a director of clinical trial diversity, equity and inclusion at Pfizer, underscored using a data-driven approach to understand the target audience: “We did research to understand the barriers and opportunities for enrolling diverse participants, and we definitely look at black patients in our clinical trials.”
Best practices include:
1. Researching and analyzing data to understand the target audience’s unique perspectives, experiences, and barriers.
2. Engaging with community organizations and patient advocates to co-create messaging that resonates with the target audience.
3. Tailoring language, imagery, and stories to align with the cultural context, values, and beliefs.
4. Addressing potential concerns or misconceptions through open and honest dialogue.
5. Utilizing communication channels and platforms accessible and familiar to the target audience.
6. Collaborating with trusted partners, such as patient advocates and community leaders.
7. Providing training and resources to ensure clinical trial staff can communicate effectively with diverse populations.
By embracing culturally competent messaging and communication, the clinical research community can break down barriers, build trust, and increase participation of underrepresented groups in clinical trials. This promotes health equity and enhances the scientific rigor and applicability of research, ultimately benefiting all members of society.
