In this episode, Sarah McKeown-Cannon and Sydney Zeve unpack the science behind readiness and what it really takes for both patients and physicians to say “yes” to clinical research. They introduce Heartbeat’s ART Score, a behavioral model that measures Activation, Readiness, and Trust across the patient and physician journey. From patient literacy and motivation to site referral dynamics, they explore how readiness can predict trial success long before the first enrollment.

If you’ve ever wondered why finding patients isn’t the same as activating them—or how to turn physician awareness into true referral advocacy—this conversation breaks it down.