Marketing and clinical trials: a case study

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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Official URL: http://www.trialsjournal.com/content/8/1/37

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.

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
ID Code:5347
Deposited By:editor centrim
Deposited On:21 Jan 2009
Last Modified:16 May 2012 11:49

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