Research

Marketing and clinical trials: a case study

David Francis¹ , Ian Roberts² , Diana R Elbourne³ , Haleema Shakur² , Rosemary C Knight³ , Jo Garcia³ , Claire Snowdon^3,4 , Vikki A Entwistle⁵ , Alison M McDonald⁵ , Adrian M Grant⁵ and Marion K Campbell⁵

¹  Centre for Research and Innovation Management, Brighton, UK

²  Nutrition and Public Health Interventions Research Unit, London School of Hygiene and Tropical Medicine, Keppel Street, London, UK

³  Medical Statistics Unit, London School of Hygiene and Tropical Medicine, Keppel Street, London, UK

⁴  Centre for Family Research, University of Cambridge, Free School Lane, Cambridge, CB2 3RF, UK

⁵  Health Services Research Unit, University of Aberdeen, Health Sciences Building, Foresterhill, Aberdeen, UK

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Trials 2007, 8:37doi:10.1186/1745-6215-8-37

Published:	20 November 2007

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.