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

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

University of Brighton

Research output: Contribution to journal › Article › peer-review

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 - Nov 2007

Bibliographical note

© 2007 Francis et al; licensee BioMed Central Ltd.
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/2.0),
which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Cite this

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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.}",

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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.

N1 - © 2007 Francis et al; licensee BioMed Central Ltd. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

PY - 2007/11

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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.

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VL - 8

JO - Trials

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Marketing and clinical trials: a case study

Abstract

Bibliographical note

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