“Patients are at the heart of everything we do, but they need to feel it, not just hear it.” That perspective comes from Victoria Donovan, Founder and CEO of Clinically Media, who joined the Life Sciences – In Focus podcast to discuss patient recruitment, cultural nuance, and her exciting new initiative in psychedelic research.
From Freelance Marketer to Founder
Victoria’s journey into clinical research was anything but linear. Beginning her career as a freelance designer and marketer, she took on a small biotech project, creating instructional materials. That opportunity snowballed into patient recruitment work, where she quickly realized that finding and retaining trial participants required more than just ads; it required empathy, cultural awareness, and a human connection.
What started as one client became many, and eight years later, Victoria leads Clinically Media, a patient recruitment firm that has become a trusted partner for sponsors, CROs, and research sites.
Quality Over Quantity in Recruitment
Unlike many recruitment firms that focus on volume, Clinically Media is committed to quality over quantity. Their pre-screening process goes beyond digital forms; patients receive personal outreach, phone calls, and tailored support to ensure they feel valued and prepared.
“Patients are absolutely integral to getting any drug or device approved. When they know that, when they feel it, they’re far more likely to not only show up but to stay through the entire trial,” Victoria explained.
This approach doesn’t just fill trials; it nurtures long-term retention in studies that can last years.
Cultural Nuance Matters
Victoria highlighted the importance of cultural translation, not just linguistic translation, in patient engagement.
For a Parkinson’s study in the U.S., Spanish-speaking patients from Mexico viewed diagnosis differently than English-speaking populations, creating a new pool of qualified participants.
For an aesthetic dermatology trial requiring participants of Chinese descent, materials translated directly from English proved ineffective. Clinically Media redesigned entire campaigns, graphics, colors, and messaging to resonate authentically.
“Literal translation won’t cut it. You need cultural translation. Without it, you miss the patients entirely,” Victoria emphasized.
Psychedelta: A New Kind of Patient Community
Victoria also unveiled her latest project: Psychedelta, a patient community designed to connect individuals interested in participating in psychedelic research studies.
With growing interest in psilocybin, ketamine, and other CNS-related therapies, Psychedelta brings together patients, healthcare providers, and researchers in both virtual and in-person events.
The goal? To provide patients with early visibility into trials, foster peer-to-peer learning, and ensure that those eager to participate don’t miss opportunities.
“These trials are competitive to get into,” Victoria said. “We want patients to know about them in advance and feel part of a community that supports their journey.”
Patient Recruitment is Hard, And That’s Okay
Victoria was refreshingly candid about the realities of patient recruitment. Sometimes campaigns succeed easily; at other times, even the most flawless strategies face stubborn challenges.
“Recruitment doesn’t just happen. You need plan B, C, and D. And sometimes, it’s simply a hard numbers game that takes more time to play out,” she shared.
Her advice to clinical researchers struggling with recruitment? Don’t give up, and don’t hesitate to seek guidance.
Why This Matters
Victoria Donovan represents the future of patient recruitment: empathetic, strategic, and innovative. From culturally tailored campaigns to building new communities like Psychedelta, her work reminds us that clinical trials aren’t just about data, they’re about people.
In her words: “Patients matter. When they feel valued, they show up, and they stay. That’s how we get new treatments to market.”
About Life Sciences – In Focus
Life Sciences – In Focus Podcast by Visatatec, a fascinating conversation with global life sciences experts. The show has multiple hosts and topics. Follow Life Sciences – In Focus on Spotify for all the latest episodes, or subscribe to the show on YouTube and Apple podcasts. Life Sciences – In Focus is available on many other podcast platforms. To learn more about the podcast, please visit: https://vistatec.com/life-sciences-division.
About Vistatec
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