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

Research output: Contribution to journalArticle

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 - 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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    Francis, D., Roberts, I., Elbourne, D. R., Shakur, H., Knight, R. C., Garcia, J., Snowdon, C., Entwistle, V. A., McDonald, A. M., & Grant, A. M. (2007). Marketing and clinical trials: a case study. Trials, 8(37). https://doi.org/10.1186/1745-6215-8-37