| Sumario: | Encouraging clinical trial participation remains a critical endeavour despite sustained efforts. This research aims to introduce a novel approach to promoting clinical trial participation, leveraging existing participants as advocates for others to participate. The study analysed 166 survey responses from Australian clinical trial participants. The results demonstrate that enhanced rapport between clinical trial participants and trial staff and technical quality are significantly associated with increased advocacy among current trial participants. Additionally, potential variations in these relationships concerning trial type, participant age, and sex are explored. This research on health marketing suggests that strategies for recruiting new participants should leverage patient advocacy, which is fostered by strong patient-staff rapport and perceived technical quality. Significant health marketing implications emerge, indicating that campaigns and trial experiences must be tailored to account for variations in how rapport and technical quality influence advocacy, based on factors such as patient sex, age, and trial type.
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