How Social Media and AI Are Transforming Clinical Trial Recruitment

Lupus continues to affect racial and ethnic minority groups at disproportionately high rates, yet these same communities remain significantly underrepresented in clinical trials. Recognizing this critical gap, Lupus Therapeutics, through its Lupus Clinical Investigators Network (LuCIN), is leading research on innovative recruitment strategies to create a more inclusive and equitable clinical research environment. The findings, shared during the 2025 American College of Rheumatology (ACR) Convergence, highlight how modern tools such as social media and artificial intelligence (AI) can help reshape the landscape of lupus clinical trial recruitment. The annual survey, encompassing more than 60 LuCIN trial sites across North America, provides valuable insight into both the opportunities and challenges of these emerging approaches. “This specific research explores the use of modern tools such as social media and AI in bridging that gap in trial representation to reflect all the populations affected by lupus. These findings help us understand real-word barriers and opportunities to modernize trial recruitment in an inclusive way,” Brandon Jackson, MPH, Lupus Therapeutics Clinical Trial Manager, tells BlackDoctor. RELATED: How Patients Are Driving Breakthroughs in Lupus Research

Social Media: A New Frontier with Challenges

According to the Lupus Therapeutics survey, nearly half of responding clinical trial sites reported using social media—including platforms like TikTok, Instagram, Facebook, and X—to reach potential participants, often sharing video content to raise awareness about lupus research.  Professional and advocacy-oriented platforms, such as LinkedIn, institutional websites, and lupus advocacy pages, also play a growing role. Some sites still complement digital outreach with traditional media advertising (radio, television, billboards) and third-party recruitment campaigns. However, recruitment via these channels presents challenges:

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• 61 percent of respondents found social media recruitment challenging, citing low patient yield and resource limitations.
• Nearly all respondents (98 percent) identified the Institutional Review Board (IRB) approval process as a major barrier to timely and effective content use.
• Many sites also pointed to the need for greater staff training and dedicated support to fully leverage social media outreach.

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Artificial Intelligence: Emerging Opportunities

While still in early stages of adoption, AI tools are beginning to show promise in streamlining lupus clinical trial recruitment. Approximately one-third of sites reported using AI in some capacity, ranging from translation services and chart reviews to note-taking and document generation. These applications have the potential to enhance both the speed and inclusivity of recruitment, particularly by helping researchers reach non-English-speaking communities and reduce administrative workload. “Many also emphasized digital storytelling, including using patient stories, videos, or narratives from diverse populations to explain clinical trials and lupus research,” Jackson adds. Despite the promise, AI implementation remains uneven. Many sites cite limited institutional support and uncertainty about how best to integrate AI tools into existing workflows. While some centers are piloting new recruitment-focused software, others remain cautious, seeking clearer guidance and evidence of AI’s long-term benefits in clinical research.

Building Trust with Culturally Tailored Strategies

To better reach underrepresented populations, participating sites emphasized the importance of culturally tailored outreach and trust-building initiatives. Suggested strategies include:

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• Partnering with community leaders, patient support groups, and social media influencers who represent diverse communities.
• Offering fair compensation for time and participation.
• Leveraging mobile health or research units to bring studies directly to patients.
• Using digital storytelling—such as patient videos and real-life narratives—to humanize lupus research and explain trial participation in relatable terms.

A resounding 81 percent of survey respondents identified online educational materials as among the most valuable tools for advancing recruitment among historically underrepresented groups.

Equipping Clinical Sites for the Future

The survey findings underscore a widespread need for educational training, technical resources, and institutional support to help clinical trial sites adopt social media and AI effectively and equitably. Sites specifically requested more culturally informed recruitment materials, translation tools, and guidance on compliant content creation. “Sites need stronger support, especially educational training on social media and AI use, providing culturally informed recruitment materials, and resources for content development and translation. Overall, sites need tools and guidance to use these tools effectively and equitably,” Jackson asserts. By investing in these resources, Lupus Therapeutics and the broader research community can better ensure that lupus clinical trials truly reflect the populations most affected by the disease, advancing not only science but also equity in healthcare.