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|Title: ||Marketing and clinical trials : a case study|
|Authors: ||Francis, David|
Elbourne, Diana R.
Knight, Rosemary C.
McDonald, Alison Mary
Grant, Adrian Maxwell
Campbell, Marion Kay
University of Aberdeen, School of Medicine & Dentistry, Division of Applied Health Sciences
|Keywords: ||Clinical Trials|
|Issue Date: ||20-Nov-2007|
|Publisher: ||BioMed Central|
|Citation: ||Francis, D., Roberts, I., Elbourne, D.R., Shakur, H., Knight, R.C., Garcia, J., Snowdon, C., Entwistle, V.A., McDonald, A.M., Grant, A.M., and Campbell, M.K. (2007). Marketing and clinical trials : a case study. Trials [Online], 8(37). Available from: http://www.trialsjournal.com/content/8/1/37 [Accessed 8 February 2008].|
|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.|
|Appears in Collections:||Applied Health Sciences research|
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