How Social Media Recruitment Is Transforming Diversity in Dermatology Clinical Trials 

Recruiting and retaining participants has long been one of the toughest challenges in clinical research. In dermatology, the problem is even more pronounced. Conditions like acne, eczema, and psoriasis affect millions worldwide—yet clinical trial enrolment often lags behind targets. 

A recent study embedded within the Spironolactone for Adult Female Acne (SAFA) trial offers new insights into how social media advertising can help bridge this gap. By tapping into platforms like Facebook and Instagram, researchers are discovering powerful ways to expand reach, improve diversity, and enhance access to dermatology research. 

Why Recruitment Is So Difficult in Dermatology Trials 

Even for common skin conditions, recruiting participants is rarely straightforward. Dermatology trials face several persistent barriers: 

• Awareness – Many patients don’t realise that clinical trials exist for conditions like acne or eczema. 

• Access – Recruitment often relies on large academic hospitals, which aren’t convenient or accessible for everyone. 

• Representation – Traditional approaches—such as GP mail-outs or specialist referrals—tend to attract participants from limited demographics, under-representing ethnic minorities and people from lower socioeconomic backgrounds. 

Without diverse participation, study results may not fully reflect how treatments perform across real-world populations. In other words, if the research doesn’t include everyone, the evidence doesn’t serve everyone. 

The SAFA Study: A Case Study in Modern Recruitment 

The SAFA trial evaluated the effectiveness and cost-effectiveness of spironolactone versus placebo for treating acne in adult women. Alongside the main study, researchers ran a nested observational study comparing how different recruitment strategies performed. 

Recruitment channels included: 

1. GP mail-outs to local patients 

1. Referrals from dermatology outpatient clinics 

1. Community posters in hospitals, pharmacies, and universities 

1. Social media advertising on Facebook and Instagram, linking to a study-specific website 

This design allowed the research team to directly compare reach, enrolment, and participant diversity between traditional and digital approaches. 

What the Study Found 

The findings reveal both the strengths and limitations of social media recruitment: 

• Social media reach: Over 51,000 people clicked on the adverts. Of these, 541 completed phone screening and 221 participants were ultimately enrolled—representing 53.9% of total recruits. 

• GP mail-outs: Reached 2,058 people, leading to 65 participants enrolled (3.16%). 

While social media had a lower conversion rate (0.43%), its sheer volume of reach and speed of engagement made it a standout performer. 

Even more importantly, social media helped broaden representation: 

• Participants recruited online tended to have longer acne duration, suggesting the campaign reached individuals with more persistent or treatment-resistant disease. 

• Three times as many women from ethnic minority backgrounds were enrolled via social media compared to GP mailings. 

This demonstrates how digital outreach can connect with patients who might otherwise remain unseen by traditional recruitment pathways. 

Why Social Media Works 

Social media offers several clear advantages for clinical trial recruitment: 

• 🌐 Massive reach: Platforms like Facebook and Instagram can engage tens of thousands of users within days—something traditional mail-outs can’t match. 

• 🧭 Improved accessibility: Campaigns can reach participants outside major urban centres or hospital catchment zones, overcoming geographic barriers. 

• 👩‍💻 Targeted engagement: Acne primarily affects younger women—a demographic highly active on social media. Tailored ads can directly reach those most likely to benefit. 

• 💸 Cost-effectiveness: Although not detailed in the study, the scale of reach achieved within a short campaign suggests excellent return on investment. 

The Diversity Dividend 

One of the most exciting aspects of the SAFA findings is the impact on participant diversity. 

Historically, dermatology trials have struggled to include patients from diverse ethnic and socioeconomic backgrounds, even though these groups often experience disproportionate disease burdens. Social media appears to be changing that. 

By enabling broader reach and more inclusive messaging, digital recruitment can help trials reflect the real-world diversity of the patients they aim to serve. 

Diverse recruitment isn’t just a social good—it’s a scientific necessity: 

• Scientific validity: Different skin types and tones can respond differently to treatments. 

• Equity: Access to research participation should be fair and inclusive. 

• Regulatory compliance: Funding bodies increasingly expect clear diversity metrics and transparent reporting. 

Balancing Strengths and Limitations 

While social media clearly boosts numbers and diversity, it’s not without challenges. 

• Lower conversion rates: Many people click on adverts out of curiosity, without intending to enrol. 

• Targeting refinement needed: Better pre-screening tools and tailored messaging could help improve efficiency. 

• Retention questions: Recruiting participants is only half the story—keeping them engaged through study completion is equally crucial. 

Still, the trade-off may be worthwhile. Broader reach and improved diversity can offset the inefficiencies of lower conversion, particularly when inclusivity is a research priority. 

Implications for the Future of Dermatology Research 

The SAFA study offers a powerful takeaway: social media recruitment should be a core part of dermatology trial design, not just an optional add-on. 

Rather than replacing traditional methods, digital campaigns should complement them—combining the trust of GP referrals with the accessibility of social media. 

Future directions could include: 

• Smarter digital targeting based on demographics and health interests 

• Integrating short videos or patient testimonials for greater engagement 

• Hybrid recruitment pathways blending digital and clinical outreach 

• Systematic cost analyses to find the most efficient mix of recruitment strategies 

Conclusion 

Recruitment challenges have long slowed progress in dermatology research. But as the SAFA trial shows, social media advertising offers a scalable, inclusive, and highly effective way to reach new participants. 

By engaging patients with longer disease histories, under-represented backgrounds, and limited access to academic centres, social media is helping reshape what dermatology research looks like—and who it includes. 

For dermatologists, researchers, and sponsors alike, the message is clear: 
👉 Social media is not a novelty. It’s a necessity for building the next generation of inclusive, patient-centred clinical trials.