ICT Ep 2.32: Steve Wimmer on Why Recruitment Campaigns Fall Apart at the Site (Part 2/3)

Innovating Clinical Trials · Oct 7, 2026 · 19m

Part 1 was about why storytelling matters, part 2 is about how to actually operationalize it and Steve Wimmer brings a framework that reframes the entire recruitment funnel. Every interaction a patient has, from the first ad to the first phone call, is either a trust deposit or a trust withdrawal. Miss that, and the best story in the world won't save a campaign that confuses people the moment they land on a website.

Steve Wimmer, Liam Eves, and Ted Trafford move from why storytelling matters to how to actually build a recruitment engine around it. Steve introduces a framework that's worth…