People living in rural communities are often underrepresented in clinical trials, limiting how well new treatments reflect their unique needs and experiences. The NIH CARE for Health™ program aims to address these barriers and improve health outcomes in rural areas by supporting community‑engaged research. As part of the West Virginia Rural Roots to Research (WVR3) initiative, CARE for Health™ researcher Dr. Sally Hodder and colleagues seek to understand why rural residents may be less likely to take part in clinical trials. They also explored how improved communication could better support the community’s involvement. 

Dr. Hodder and team surveyed more than 400 adults in West Virginia about their beliefs, concerns, and interest in cancer treatment clinical trials. The study team found that while many survey respondents saw value in clinical trials, they had concerns about safety, were unsure about direct and personal benefits, and faced practical challenges like travel. People with lower incomes also reported lower trust and less willingness to participate in a clinical trial. 

Based on the findings, the research team suggests using clear, locally relevant communication that builds trust, such as explaining safety early, describing benefits in everyday terms, and recognizing real-life barriers. Messages may be more effective when delivered by trusted local sources like healthcare providers. 

Although the study only focused on one state, this work highlights practical, community-informed ways that could make clinical trials more approachable and trustworthy for rural populations. By improving how information is shared and addressing common concerns, these strategies have the potential to increase participation, make research more representative, and ultimately support better health outcomes.

Reference: 
Boatman D, Kennedy-Rea S, Mason J, Thayer J, Reece R, Bailey J, Hansen S, Norton C, McCoy M, Hodder S. Designing communication strategies to increase rural participation in clinical trials using the Health Belief Model and strategic communication. Contemp Clin Trials Commun. 2026 Feb 9;50:101610. doi: 10.1016/j.conctc.2026.101610. PMID: 41727416; PMCID: PMC12917387.