IQVIA offers digital campaigns targeting potential clinical-trial participants through its patient and site-centric services . Attracting a response is one part of the service a sponsor buys: the site must be able to assess that person and deliver the relevant study.
The location of demand changes the campaign’s economics. Someone can express interest without meeting the requirements or having practical access to the site. Increasing responses from that group consumes assessment and communication work without securing participants. Commercial costs continue after the form.
Interest needs to retain its meaning. In Research!America’s October 2023 national survey, 34% of US adults said they would be very likely to join a doctor-recommended trial and 45% somewhat likely. These are responses to a hypothetical situation, not enrolments. Using them as a campaign conversion rate would omit the assessment the site still needs to complete.
A doctor’s recommendation elicits intent without establishing participation
Stated likelihood of joining a doctor-recommended trial, United States, October 2023.
Tap or hover for details. All values are also available in the data table.
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Research!America / ACRO / Zogby: weighted online survey, national sample of 1,005 adults aged 18+. Statista rounds the values. Hypothetical response, not eligibility, actual enrolment or company outcomes.
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| Category | Respondents |
|---|---|
| Very likely | 34% |
| Somewhat likely | 45% |
| Not likely | 9% |
| Would not participate | 2% |
| Not sure | 10% |
Selecting a site also prepares demand’s destination
In an analysis published September 15, 2026 , IQVIA presents site selection as a combination of data, performance information and targeted evaluation. Its commercial usefulness appears before campaign expansion: the company can connect the target population with sites appropriate for the study.
That connection prevents all contacts from being treated as equivalent. Distance, protocol requirements and site availability can change which response requires additional work and which can move forward. A digital reach map without that information describes the distribution of attention; a participation plan must establish which journeys can be completed.
Feasibility also requires understanding visit burden. As a historical reference, CISCRP found in 2019 that 14% of former participants perceived some disruption to their routine and 5% substantial disruption. The report places travel and visit duration among the difficulties. The proportion does not predict an individual site; it indicates questions for local planning.
Participants’ daily routines create a burden beyond first contact
Self-reported impact of participation on daily routine, CISCRP international survey, 2019.
Tap or hover for details. All values are also available in the data table.
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CISCRP, June–July 2019; online survey, 3,654 former trial participants. Historical reference, not a current distribution or causal effect of a campaign, site or support service.
Explore the data table
| Category | Respondents |
|---|---|
| Not at all disruptive | 44% |
| Not very disruptive | 37% |
| Somewhat disruptive | 14% |
| Very disruptive | 5% |
Comparing offers becomes more concrete when they show where a contact originates and which site receives it. A sponsor can see whether it is purchasing a campaign, an assessment or a service keeping both connected. The distinction affects budgets and responsibilities when a response does not become participation.
Forecasts need updating with what happens
IQVIA’s StudyOptimizer compares country and site allocation scenarios, forecasts participant enrolment and supports reforecasting. A scenario supports planning; it does not guarantee the number of people who will ultimately participate.
The economic purpose of revising it is to locate which assumption changed. A site activating late, a response failing assessment and someone choosing not to continue produce different effects. Combining those differences under a single conversion label makes it harder to decide which spending should increase.
The commercial priority is connecting digital interest with identifiable execution. For IQVIA, selling that connection supplies more specific evidence than selling greater reach: a buyer can follow the response to a site, understand unfinished work and revise the forecast with study data. Further investment is justified where that continuity can be sustained.
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Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
