Francis, DavidRoberts, IanElbourne, Diana R.Shakur, HaleemaKnight, Rosemary C.Garcia, JoSnowdon, ClaireEntwistle, VikkiMcDonald, Alison MaryGrant, Adrian MaxwellCampbell, Marion Kay2008-02-082008-02-082007-11-20Francis, 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].1745-6215PURE: 273315http://hdl.handle.net/2164/183Background: 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.258546 bytesapplication/pdfenClinical TrialsMarketingRA Public aspects of medicineJournal Articlehttps://doi.org/https://doi.org/http://dx.doi.org/10.1186/1745-6215-8-37