营销与临床试验：一个案例研究
Marketing and clinical trials: a case study.
作者信息
Francis David, Roberts Ian, Elbourne Diana R, Shakur Haleema, Knight Rosemary C, Garcia Jo, Snowdon Claire, Entwistle Vikki A, McDonald Alison M, Grant Adrian M, Campbell Marion K
机构信息
Centre for Research and Innovation Management, Brighton, UK.
出版信息
Trials. 2007 Nov 20;8:37. doi: 10.1186/1745-6215-8-37.
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.
背景
由公共资金资助的临床试验需要投入大量的时间和金钱。为确保招募到足够数量的患者，至关重要的是，这些试验要以严谨的方式解决重要问题，并采用有效的营销策略进行良好管理。
方法
本文运用管理研究中的分析方法，基于对医学研究理事会（MRC）的CRASH试验的案例分析，提出了一个结构化评估框架或参考模型，涵盖了可能影响与临床试验相关的营销和销售活动成功与否的12个因素。
结果
该案例研究表明，试验需要各类人员的支持——因此，要取得成功，试验人员必须在一定程度上接受营销策略。
结论
如果试验人员经常考虑这些因素，未来临床试验的表现可能会得到提升。
Zotero 插件