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

doi:10.1186/1745-6215-8-37

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 journal › Article › peer-review

41 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 language	English
Journal	Trials
Volume	8
Issue number	37
DOIs	https://doi.org/10.1186/1745-6215-8-37
Publication status	Published - 2007

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title = "Marketing and clinical trials: a case study",

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.",

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

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TY - JOUR

T1 - Marketing and clinical trials

T2 - a case study

AU - Francis, David

AU - Roberts, Ian

AU - Elbourne, Diana R.

AU - Shakur, Haleema

AU - Knight, Rosemary C.

AU - Garcia, Jo

AU - Snowdon, Claire

AU - Entwistle, Vikki A.

AU - Mcdonald, Alison M.

AU - Grant, Adrian M.

AU - Campbell, Marion K.

N1 - dc.publisher: BioMed Central

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

U2 - 10.1186/1745-6215-8-37

DO - 10.1186/1745-6215-8-37

M3 - Article

C2 - 18028537

SN - 1745-6215

VL - 8

JO - Trials

JF - Trials

IS - 37

ER -

Marketing and clinical trials: a case study

Abstract

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