Local Voices, Real Impact: Traditional Media Boosts Rhaeos Patient Recruitment in Record Time

In the complex world of clinical research, recruiting patients for specialized studies is inherently challenging. This difficulty is amplified significantly when dealing with an already elusive population – individuals living with hydrocephalus who rely on existing VP or VA shunts for their well-being. This patient group is not only rare, but identifying and engaging them requires a deeply strategic approach. In Puerto Rico, these challenges are compounded by unique geographical and infrastructural considerations, making direct, trusted communication paramount.

For Rhaeos’s innovative FlowSense clinical study, designed to transform hydrocephalus management, this recruitment puzzle was at the forefront. This wasn’t just any study; it was an early-phase clinical trial, often referred to as Phase 1, which by nature involves smaller, highly specific patient cohorts to primarily assess safety and initial efficacy. The recruitment of 12 new patients, bringing the total to 25 from an initial 13, represents a significant accomplishment for a study of this nature, effectively nearly doubling the initial patient count, referred by doctors, and exceeding recruitment goals by 25%. Such numbers, while seemingly modest, are often the bedrock for larger, subsequent trials and are critical indicators of success in early-stage device development.

The decision to conduct this study in Puerto Rico was deeply rooted in the objectives of a substantial NIH grant, which specifically sought to address economic, infrastructural, and physical barriers for hydrocephalus patients in the region. This made Puerto Rico an ideal, albeit challenging, environment for validating a non-invasive, wireless telemedicine device like FlowSense. However, finding these patients quickly required a departure from traditional digital-first strategies. While digital campaigns excel at broad reach and demographic targeting, they can take considerable time to “find” and filter a hyper-specific, rare disease population, especially one that may not actively engage with online health communities or search for clinical trials.

Recognizing this, the L2L team swung into action. Within an astonishing 24 hours, a comprehensive, media plan was developed and launched. This rapid deployment leveraged the power of traditional media – high-frequency radio and television integrations – to deliver a clear, urgent call to action. The campaign wasn’t just fast; it was culturally intelligent, utilizing handpicked trusted  Puerto Rican media influencers, including a local spokesperson, whose clear explanations and empathetic tone resonated deeply with the community. Meticulous media planning, talent coordination, precise copywriting, and diligent tracking ensured every aspect of the campaign contributed to its objective.

The impact was immediate and profound. Listeners flooded phone lines, offering overwhelmingly positive feedback. Many praised the “exceptional” clarity with which complex medical information was distilled, making it accessible and understandable. Crucially, numerous patients felt personally represented, as if the message spoke directly to their lived experiences. The consistent request for “talking to Jorge”, the local spokesperson demonstrated not only strong recall but a burgeoning trust

This success underscores a vital truth: in an era dominated by digital noise and fragmented attention, traditional media continues to be a remarkably effective force- especially for urgent, high-stakes outreach. When timelines are tight, and the target audience is specific or historically underserved, the familiarity, trust, and reach of local radio and television can break through barriers that digital campaigns alone often cannot. In the case of Rhaeos, it was precisely this culturally intelligent use of trusted, community-facing media that turned a recruitment challenge into a success story—proving that sometimes, the most direct path to impact is the one rooted in local connection.

For hydrocephalus patients in Puerto Rico and around the world the FlowSense device holds the promise of a truly life-changing experience, offering non-invasive monitoring that can prevent complications and significantly improve their quality of life. The remarkable speed and effectiveness of this recruitment campaign mean more individuals  will benefit from this groundbreaking technology.

The Rhaeos case study in Puerto Rico brilliantly illustrates that for urgent, high-impact outreach where trust and clarity are paramount, leveraging influential local voices and culturally relevant messaging through traditional channels is key to unlocking hope for elusive patient populations. For other organizations seeking similar fast and carefully crafted cultural intelligence solutions to reach hard-to-find communities, this campaign serves as a powerful blueprint: prioritize deep cultural understanding, empower trusted local voices, and never underestimate the direct, impactful reach of traditional media when speed and authenticity are essential.

About the author Arminda “Mindy” Figueroa

Ms. Figueroa is the visionary Founder and CEO of Latin2Latin Marketing + Communications. With a distinguished track record spanning two decades, she has led the development and execution of hundreds of complexes, innovative strategic plans for entrepreneurs, corporations, government entities, and mission-driven organizations across the U.S., Latin America, Israel, and beyond.

Widely respected for her expertise in multicultural marketing, entrepreneurism, and healthcare strategy, Mindy has advised and collaborated with national and international brands including Northwell Health, Texas A&M University, Hispanic Unity of Florida, United Way of Broward County, Anheuser-Busch, Scholastic, PBS and PBS Kids, Baylor College of Medicine, University of Miami, St. Luke’s Health, and HairClub, among others.

Under her leadership, L2L has also played a pivotal role in strengthening ties between the U.S. mainland and Puerto Rico, driving bi-directional economic development. The firm has supported major institutions such as the Puerto Rico Consortium for Clinical Investigation (PRCCI), Ana G. Méndez University System (U.S. and PR), Telemundo PR, Albizu University, and Universidad del Sagrado Corazón.

Mindy also served as Chief of Staff and Country Manager for a U.S.-Israeli medical device company, where she led the design and implementation of Puerto Rico’s go-to-market strategy for healthcare innovation.

A respected thought leader, Mindy has authored and co-authored a book and several articles on healthcare, patient education, and marketing strategies. Her insights have been featured in esteemed media outlets including Forbes, AdAge, Billboard Magazine, Miami Herald, HispanicAd, and others.

Her leadership has been honored with numerous accolades, including the South Florida Business Journal’s Most Influential Women, Apogee CEO Entrepreneur Award, SFBW Prestigious Women Awards, Lifestyle Magazine’s Women of Influence, and Broward County’s Office of Small Business and Economic Development Award. She was also named a Diversity & Inclusion Cultural Leader by South Florida Business & Wealth Magazine.

Born and raised in Puerto Rico, Mindy spent 18 formative years in New York City before relocating to Fort Lauderdale in 2005. She holds a bachelor’s degree in business administration with a concentration in Marketing from the University of Puerto Rico, and an MBA with a minor in Finance from Dowling College.