Marketing and clinical trials: a case study.
Elbourne, Diana R
Knight, Rosemary C
Entwistle, Vikki A
McDonald, Alison M
Grant, Adrian M
Campbell, Marion K
Springer Science and Business Media LLC
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Francis, D., Roberts, I., Elbourne, D. R., Shakur, H., Knight, R. C., Garcia, J., Snowdon, C., et al. (2007). Marketing and clinical trials: a case study.. Trials https://doi.org/10.1186/1745-6215-8-37
BACKGROUND: Publicly funded clinical trials require a substantial commitment of time and money. To ensure that sufficient numbers of patients are recruited it is essential that they address important questions in a rigorous manner and are managed well, adopting effective marketing strategies. METHODS: Using methods of analysis drawn from management studies, this paper presents a structured assessment framework or reference model, derived from a case analysis of the MRC's CRASH trial, of 12 factors that may affect the success of the marketing and sales activities associated with clinical trials. RESULTS: The case study demonstrates that trials need various categories of people to buy in - hence, to be successful, trialists must embrace marketing strategies to some extent. CONCLUSION: The performance of future clinical trials could be enhanced if trialists routinely considered these factors.
External DOI: https://doi.org/10.1186/1745-6215-8-37
This record's URL: http://www.dspace.cam.ac.uk/handle/1810/237731
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Rights Holder: Francis et al.; licensee BioMed Central Ltd.
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