--- title: Observational Studies and a Reimagined Approach to Engaging Participants and Collecting Real World Data description: We talk with Rob Chipperfield about how the low friction nature of Conversational AI may prove to be the ideal approach to keeping communication channels going through these studies. image: https://resources.lifelinksystems.com/hubfs/Chipperfiled-blog.png --- [![logo-horiz](https://resources.lifelinksystems.com/hubfs/logo-horiz.svg)](https://lifelinksystems.com/) Podcast # Observational Studies and a Reimagined Approach to Engaging Participants and Collecting Real World Data ![Rob Chipperfield: "The more friction we can remove in engaging patients, the better the chances they will stay engaged over the duration of the study."](https://resources.lifelinksystems.com/hubfs/Chipperfiled-blog.png) Observational studies are designed to establish baseline data for diseases and treatments across broad patient populations. There are over 94,000 of them each year. Often, these studies go on for an extended period of time, which places challenges on study sponsors to keep participants engaged and motivated. In this episode, Greg Kefer talks with Rob Chipperfield, a clinical study executive who has spent over a decade helping the world's leading research organizations design and operationalize real world studies. Digital engagement is the key to ensuring participants follow the protocols, provide feedback and not drop out. Mobile technology is vital, but study designers look for was to keep things very simple so participants stay engaged for the duration of the study. The low friction nature of Conversational AI may prove to be the ideal approach to keeping communication channels going through the duration of the study. ## About the Digital Conversations Podcast Series Conversational technology and patient engagement are two technology trends sweeping through the three trillion dollar healthcare industry. In these short, interactive discussions, industry experts talk about how and where innovation is impacting the customer experience at hospitals, pharmaceutical companies, and the vast array of related services in the industry. Find other episodes and subscribe to Digital Conversations on [iTunes](https://itunes.apple.com/us/podcast/id1416017475https://itunes.apple.com/us/podcast/id1416017475) or [Spotify](https://www.spotify.com/us/). 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