Clinical research in 2026: The trends shaping tomorrow
December 16, 2025 | Communications, Decentralised trials, Digital, Pharma, advocacy, clinical trials, partnerships, patient engagement
Discover the key trends shaping clinical research in 2026, from patient-centric approaches to empowering site staff and fostering stronger human connections.
Clinical research is changing fast, and with a clear and growing focus on the people who make it possible. Real progress comes from listening better, supporting earlier, and designing with care.
Across the industry, you can already feel the shift. Patients are acting more like health consumers. Site teams are carrying more weight than ever. Care partners are finally being recognised for the vital role they play. And study participants are asking for experiences that feel human, not clinical.
We asked voices from across our team to share what they think will shape clinical research in 2026. Their answers paint a picture of a sector moving towards deeper trust, smoother experiences and much stronger human connection.
Embracing patients as ‘consumers of health’
“Today’s patients aren’t passive recipients of health — increasingly, they’re active consumers of it: seeking, scrutinising, and sharing information in real time. For many, health is no longer confined to clinic walls. It plays out across newsfeeds, comment sections, and creator content — fast, messy, and too often misinformed. The conversation has left the building. And as an industry, we’re not keeping pace.
While health information now spreads in minutes, Pharma is still navigating linear sign-offs and one-way communications. Meanwhile, public trust in health institutions continues to erode as digital platforms reshape influence and misinformation surges.
Collectively, we have both an opportunity — and a responsibility — to help rebalance the narrative. That means showing up where conversations are already happening. Not to broadcast to patients and public, but to participate with them. Doing this requires investment in smarter partnerships, and in new processes that can uphold compliance while simultaneously enabling relevance in a decentralised, hybrid (albeit increasingly digital-first) landscape.
As we look to 2026 and beyond, the brands that earn trust and win will be those who prioritise consumer-grade engagement and experiences — that meet health consumers where they are.”
– Oli Bailey, Strategy Director
From protocol-led to people-led
“People joining trials aren’t just entering research; they’re bringing expectations formed by every other part of their lives. Our recent publication ‘The participant equation’ explored clinical trial participant experiences and highlighted a clear truth — people want trials that flex with their lives, not the other way around. They want a personalised experience — an expectation shaped by every other consumer interaction they have. Convenience, clarity, and genuine human connection now define perceived value.
So, what does this mean for the future? We need to move beyond protocol-centric thinking and instead design trials around lived experience, meeting participants with empathy, optionality, and seamless support.
Research needs to align with real lives. That’s the shift from protocol-led to people-led.”
– Stacey Davidson, Head of Strategy and Content
Returning value to participants
“So much of the patient engagement effort goes into getting people into trials and supporting them to stay, which means the end of a study can unintentionally become an afterthought. Yet this is exactly when participants look for reassurance, recognition and a sense of closure.
Simple gestures, from a thank-you to setting clear expectations on receiving results, help sustain the trust and sense of human connection that’s vital throughout the study. People are used to being updated in every other part of their lives; clinical trials shouldn’t feel any different.
In 2026, sponsors who return value in these small but meaningful ways will stand apart. It may be challenging — but it’s essential if we want participants to truly feel valued.”
– Holly Lintorn, Client Service Director
Support for the people around the participant
“Study participants rely on their loved ones to be nurses and note-takers, tech support and taxi drivers, and so much more. They’re often the first to spot side effects, too.
There have been huge strides recently in recognising and supporting the crucial role of care partners. But hearing from both study participants and site staff, there are still clear gaps: tailored resources to meet their physical and emotional needs, appropriate reimbursement for expenses, and other opportunities to feel seen and heard both in study design and daily care.
Long story short: they’re not ‘emergency contacts’; they’re essential. 2026 might just be the year this sentiment becomes universal.”
– Scott Palmer, Principal Patient Writer
Proactive digital pre-screening to enhance clinical trial efficiency
“I think we’ll see sponsors in 2026 using digital pre-screening far more proactively to cut down avoidable screen failures.
Instead of sending lots of ‘maybe eligible’ people through to busy sites: smarter online checks, clearer study explainers, and structured capture of key criteria (meds, history, prior tests where appropriate) will help spot likely ineligibility before a visit is booked. That means fewer wasted appointments, less disappointment for patients, and less admin churn for site teams.
For sponsors, it’s a practical way to protect timelines and budgets, and improve enrolment quality, so long as the experience stays simple, inclusive, and transparent.”
– Matt Ferguson, Design Director – Digital
Quick fixes to meaningful partnerships
“Unfortunately, patient advocacy groups are still treated as a last-minute fix when study recruitment falters. In 2026, sponsors will need to shift from transactional outreach to building long-term, mutually beneficial partnerships with PAGs.
Advocacy organisations hold deep insight into what patients value, fear, and need at each trial stage, but that insight can only shape studies when sponsors engage early and consistently.
Meaningful collaboration won’t just improve recruitment readiness. It will lead to studies designed with real patient priorities in mind — improving trust, relevance, and retention across the clinical journey.”
– Jon Hume, Commercial Director
Recognising site staff as the backbone of successful clinical trials
“Clinical trials don’t succeed because the protocol looks good on paper. They succeed because of the people turning the protocol into real-life care.
Yet site teams are often working in systems that don’t set them up for success. Site staff aren’t simply ‘running the study’, they’re the face of it. Every appointment that’s scheduled, every anxious question that’s answered, every quiet moment of reassurance comes from a coordinator, a nurse, an investigator.
The impact is clear — when site teams feel equipped and supported, the patient experience improves. Real support isn’t a one-off training session. It’s ongoing, practical, and responsive. It’s communication that’s reliable and arrives when they need it, and training that feels tailored to their site and the specific study.
Here’s where sites look to their CRA. When the relationship is strong, information flows and issues get solved early. When it isn’t, it’s the site staff who carry the weight. This isn’t just an operational matter — it’s a human one. When site teams feel equipped, heard, and valued, patients feel it. They stay engaged. And sponsors see longer trial participation and better data.
2026 is the time for pharma to shift its focus. Time to realise that clinical trials succeed because of the people who run them. Because supported site staff don’t just make trials easier to run — they make them better.”
– Katie Breen, Senior Patient Writer
Looking to 2026, it certainly feels as though there is clear direction of travel for clinical research — a shift towards greater empathy, inclusivity, and efficiency. By focusing on the people at the heart of the system, including patients, carers, site staff and participants, there is an opportunity to create a more supportive and connected experience. Because with stronger partnerships and better-defined people-centred processes, the future of clinical research has the potential to be one that truly works for everyone involved.
This content was provided by Cuttsy + Cuttsy
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