In the world of digital marketing, people are very familiar with the idea of targeted advertising. What they mean by it is usually a set of options that enables you to show your ads only to people who fit certain demographic characteristics – such as age and location – as well as potentially certain interests the person has displayed while browsing online.

Outside of this digital realm, it’s also possible to target people based on their behaviors – through such methods as placing adverts in particular publications. Anyone reading a magazine such as Golf Monthly, for example, is likely to be interested in golf.

Similarly, people reading a baby magazine or website, are quite likely to be expectant or new parents (or be their relatives or friends).

When you’re thinking about targeting an audience for a clinical trial, then, it can pay dividends to look at traditional, as well as digital, methods of reaching potential participants.