Marketing and clinical trials: a case study

• Main Authors: Entwistle Vikki A, Snowdon Claire, Garcia Jo, Knight Rosemary C, Shakur Haleema, Elbourne Diana R, Roberts Ian, Francis David, McDonald Alison M, Grant Adrian M, Campbell Marion K
• Format: Article
• Language: English
• Published: BMC 2007-11-01
• Series: Trials
• Online Access: http://www.trialsjournal.com/content/8/1/37

<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>