Marketing and clinical trials: a case study

Article English OPEN
Francis, David ; Roberts, Ian ; Elbourne, Diana R ; Shakur, Haleema ; Knight, Rosemary C ; Garcia, Jo ; Snowdon, Claire ; Entwistle, Vikki A ; McDonald, Alison M ; Grant, Adrian M ; Campbell, Marion K (2007)
  • Publisher: BioMed Central
  • Journal: Trials, volume 8, pages 37-37 (issn: 1745-6215, eissn: 1745-6215)
  • Related identifiers: pmc: PMC2212650, doi: 10.1186/1745-6215-8-37
  • Subject: Medicine (miscellaneous) | R5-920 | Medicine (General) | Pharmacology (medical) | Research
    mesheuropmc: health care economics and organizations
<p>Abstract</p> <p>Background</p> <p>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.</p> <p>Methods</p> <p>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.</p> <p>Results</p> <p>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.</p> <p>Conclusion</p> <p>The performance of future clinical trials could be enhanced if trialists routinely considered these factors.</p>
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