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Marketing and clinical trials: a case study.


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Authors

Francis, David 
Roberts, Ian 
Elbourne, Diana R 
Shakur, Haleema 
Knight, Rosemary C 

Abstract

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.

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Keywords

1103 Clinical Sciences, Clinical, Clinical Medicine and Science

Journal Title

Trials

Conference Name

Journal ISSN

1745-6215
1745-6215

Volume Title

Publisher

Springer Science and Business Media LLC