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Published in: Trials 1/2007

Open Access 01-12-2007 | Research

Marketing and clinical trials: a case study

Authors: 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

Published in: Trials | Issue 1/2007

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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.
Appendix
Available only for authorised users
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Metadata
Title
Marketing and clinical trials: a case study
Authors
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
Publication date
01-12-2007
Publisher
BioMed Central
Published in
Trials / Issue 1/2007
Electronic ISSN: 1745-6215
DOI
https://doi.org/10.1186/1745-6215-8-37

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