Join the Conquest

Clinical trial recruitment is in crisis. The public typically encounters clinical trial information in controversies or study-specific recruitment ads, which limits full understanding. To help address the national clinical trial recruitment crisis, researchers at UNC-CH used the social marketing approach to develop an evidence-based, online clinical research website and registry called Join the Conquest. This presentation will include an overview of the genesis of Join the Conquest, including insights about perceived barriers and benefits of clinical trial participation, an update on the Join the Conquest registry and campaign, and information about additional initiatives currently underway to further minimize barriers to recruitment. Presenters include Heidi Hennink-Kaminski, PhD, Associate Professor and Senior Associate Dean for Graduate Studies at the School of Media and Journalsim; Michelle Maclay, Director of Community and Partner Relations for NC TraCS Institutes; and Carole Breland, Research Recruitment Director.