Francis, David, Roberts, Ian, Elbourne, Diana R., Shakur, Haleema, Knight, Rosemary C., Garcia, Jo, Snowdon, Claire, Entwistle, Vikki A., McDonald, Alison M. and Grant, Adrian M. (2007) Marketing and clinical trials: a case study Trials, 8 (37). ISSN 1745-6215
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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.
|Item Type:||Journal article|
|Additional Information:||© 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.|
|Subjects:||N000 Business and Management > N200 Management studies > N210 Management techniques > N215 Change and Innovation|
|DOI (a stable link to the resource):||10.1186/1745-6215-8-37|
|Faculties:||Brighton Business School > Centre for Research in Innovation Management|
|Depositing User:||editor centrim|
|Date Deposited:||21 Jan 2009|
|Last Modified:||21 May 2014 11:01|
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