Marketing and clinical trials: a case study

David Francis, Ian Roberts, Diana R. Elbourne, Haleema Shakur, Rosemary C. Knight, Jo Garcia, Claire Snowdon, Vikki A. Entwistle, Alison M. Mcdonald, Adrian M. Grant, Marion K. Campbell

    Research output: Contribution to journalArticlepeer-review

    31 Citations (Scopus)

    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.
    Original languageEnglish
    JournalTrials
    Volume8
    Issue number37
    DOIs
    Publication statusPublished - 2007

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