Evidence‐Based Communication in Clinical, Mass Media, and Social Media Contexts to Enhance Informed Consent for Participation in Clinical Trials and Precision Medicine Initiatives [BOOK CHAPTER]

Evidence‐Based Communication in Clinical, Mass Media, and Social Media Contexts to Enhance Informed Consent for Participation in Clinical Trials and Precision Medicine Initiatives [BOOK CHAPTER]
Susan E. Morgan, Aurora Occa, Wei Peng, Soroya J. McFarlane
The Handbook of Applied Communication Research
John Wiley & Sons, 17 April 2020; Chapter 49
Summary
This chapter explains that improved clinical trial communication will result in better informed patients who demonstrate greater willingness to participate in a system that is intended to produce significant advances in medical treatment. It centers on the factors where communication scholars and practitioners can best apply their energy and insights. These include clinical communication interventions, including training of physicians, study nurses, and clinical research staff; public communication messages designed to inform a broad audience about scientific concepts that are central to meaningful and informed consent; and the use of social media platforms for participant recruitment and retention. The chapter discusses the implications of these findings for the development of new interventions designed to enroll members of the public in emerging precision medicine (PM) initiatives, particularly among minority populations. It also reviews communication‐based interventions, including interpersonal communication trainings, public communication campaigns, persuasive message design, and targeted message delivery.