Marketing and clinical trials: a case study.

David Francis; Ian Roberts ORCID logo; Diana R Elbourne ORCID logo; Haleema Shakur ORCID logo; Rosemary C Knight; Jo Garcia; Claire Snowdon ORCID logo; Vikki A Entwistle; Alison M McDonald; Adrian M Grant; +1 more... Marion K Campbell; (2007) Marketing and clinical trials: a case study. Trials, 8 (1). 37-. ISSN 1745-6215 DOI: 10.1186/1745-6215-8-37
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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.


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