The Role Of Social Proof In Clinical Trial Enrollment

Social proof, the behavioral science concept where people look to others for guidance in uncertain situations, plays a critical role in how patients decide whether to join a study. When patients hear testimonials from people like them, see participation statistics from their clinic, or hear that their doctor’s other patients are enrolled, trials feel safer, more familiar, and more trustworthy.

Social proof reduces fear by showing that others have gone first—and are okay. The most effective forms of social proof include relatable patient stories, peer testimonials, visible engagement in clinics or online, and endorsements from trusted local figures. Use authentic language, represent diverse voices, and normalize doubt as part of the decision-making process. In one example, a rare disease trial partnered with previous participants and advocacy groups to create short videos, resulting in a 47% increase in engagement and a 33% rise in inquiries.

By making others' stories visible and relatable, trial teams can move beyond facts to build trust, reduce hesitation, and invite participation with dignity and empathy. One of the most reassuring messages a patient can hear is: “People like you are doing this—and you can too.”