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Marketing and clinical trials: a case study

By David Francis, Ian Roberts, Diana R. Elbourne, Haleema Shakur, Rosemary C. Knight, Jo Garcia, Claire Snowdon, Vikki A. Entwistle, Alison M. McDonald and Adrian M. Grant


Background:\ud 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.\ud \ud Methods:\ud 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.\ud \ud Results:\ud 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.\ud \ud Conclusion:\ud The performance of future clinical trials could be enhanced if trialists routinely considered these factors

Topics: N215 Change and Innovation
Publisher: BioMed Central
Year: 2007
DOI identifier: 10.1186/1745-6215-8-37
OAI identifier:

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