For brands, communicating clinical trial results is usually paramount—the clinical efficacy data, balanced by the side effects observed, is the foundation of the product’s value proposition for patients. Clinical trial data is typically complex, and can be difficult for patients to understand; however, patients in rare and complex disease have more familiarity with clinical trials and different expectations of transparency around results.

Countless hours of co-creation time with patients, caregivers, HCPs, and subject matter experts has helped us think differently about how we can clarify clinical trial results for patients.

Start by understanding which clinical trial outcomes patients really connect with

Although patient engagement early on in the design of clinical trials is an approach that’s gaining momentum in recent years, the current reality is that patients often don’t get a say in what type of outcomes, or endpoints, are chosen to assess the safety and efficacy of a treatment. Outcomes that seem important to clinicians and researchers may not carry the same weight for patients and their caregivers based on their specific circumstances. 

For instance, we have worked on brands that have excellent overall survival data that is central to HCP messaging. However, in research we were surprised to learn that patients overwhelmingly gravitated to a different primary endpoint as being compelling for them. There are many regulatory rules that must be taken into account when communicating clinical trial data, but talking to patients in the design phase of patient marketing materials has given us unexpected perspectives on which outcomes to include, and where to place emphasis, so that the data resonates with patients. 

Visual design is crucial for understanding

Clear communication of clinical trial results in patient marketing draws on the same design principles as infographics—colour, visual elements, and layout, when used sparingly and intentionally, can convey important meaning without adding too much cognitive load. Research shows that well-designed infographics hold attention better, are processed faster, and allow better recall, than text-heavy content. Clear visual hierarchy, achieved through formatting choices such as text styles, colour, and spacing, can also lead the reader through information in a way that optimizes understanding.

When visualizing clinical trial results, we try as much as possible to include absolute data (e.g., 5 in 10 patients achieved a result) which can be represented through simple and relatable diagrams like bar charts and icon arrays. This gives patients more context than the relative data points (e.g., 5% reduction in symptoms) common in traditional patient marketing materials.

Contextualize data to make it more relatable to patients

Details about the way a clinical trial was designed, such as the patient population studied and what treatment(s) they received, is required information when communicating clinical trial results. From a patient’s perspective, this context also allows deeper engagement with the trial outcomes, because they can relate to the patients who participated in the trial. We treat these important contextual pieces with colour and iconography, and the same visual weight as the trial outcomes themselves, so they are not skipped over by patients.

Provide levels of information for different patient circumstances

Clinical trial design and results are very expansive topics, and many patients—especially those with advanced disease or needing to make quick treatment decisions—will not be in a position to take a deep dive. For those that do want to learn more, however, traditional patient marketing materials often fail to provide that extra layer of information, such as definitions of complex terms, or explanations of how particular outcomes were measured or calculated. This is a missed opportunity, especially in digital materials where overlays or expandable sections can be used to present more information to those patients that want it, without overwhelming those that don’t.

Patients often approach pharmaceutical marketing with inherent skepticism. Clinical trial outcomes are a scientifically complex topic to communicate, but shying away from that complexity, and providing only a few key takeaways, can further reinforce the idea that a brand is not telling the whole story. 

If your product has demonstrated a strong clinical benefit, helping patients understand that benefit can be well worth the effort. Not every patient will engage deeply with clinical trial data, but in rare and complex diseases many will, and it will help them navigate treatment decisions with a better understanding of your product.