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Title: Marketing and clinical trials : a case study
Authors: Francis, David
Roberts, Ian
Elbourne, Diana R.
Shakur, Haleema
Knight, Rosemary C.
Garcia, Jo
Snowdon, Claire
Entwistle, Vikki
McDonald, Alison Mary
Grant, Adrian Maxwell
Campbell, Marion Kay
University of Aberdeen, School of Medicine & Dentistry, Division of Applied Health Sciences
Keywords: Clinical Trials
Marketing
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.
URI: http://hdl.handle.net/2164/183
DOI: http://dx.doi.org/10.1186/1745-6215-8-37
ISSN: 1745-6215
Appears in Collections:Applied Health Sciences research
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