To successfully recruit more LGBTQIA+ people into clinical studies, trust must first be built with local communities. This process includes partnering with LGBTQIA+ patients and local organizations. To promote trust further, study leaders can pair community engagement events with educational efforts that build greater understanding of what clinical research is (and is not), what participation entails, and how to find out more about current studies.

Research leaders can implement study-wide LGBTQIA+ recruitment goals accompanied by site-specific recruitment plans12. Promotional materials should be openly affirming of sexual and gender diversity by including images and terms that reflect LGBTQIA+ communities, and that state non-discrimination policies. All materials should be developed in collaboration with LGBTQIA+ community representatives and aligned with the community’s priorities.

Previous studies have found success with online recruitment campaigns, including the use of social media platforms that are popular among LGBTQIA+ communities13. When funding is available, hiring culturally responsive third-party vendors can enhance online campaigns. Strategies include running advertisements across social media platforms, tailoring advertising to user interests (such as LGBTQIA+ musicians and TV shows), and shifting spending to higher-performing study ads. Of note, study staff need to be prepared to address hostile comments on online ads. To reach people who utilize social media less (such as older populations), studies can advertise in LGBTQIA+ and HIV-related print magazines and other offline media. Additional recruitment strategies include partnering with trusted community advocates and clinical providers to raise study awareness among potential participants, and sharing study information within community spaces, including LGBTQIA+ nightclubs.