Value and engagement: what can clinical trials learn from techniques used in not-for-profit marketing?
Marketing
Randomised trials
Recruitment
Retention
Value
Journal
Trials
ISSN: 1745-6215
Titre abrégé: Trials
Pays: England
ID NLM: 101263253
Informations de publication
Date de publication:
02 Jun 2022
02 Jun 2022
Historique:
received:
08
02
2022
accepted:
18
05
2022
entrez:
2
6
2022
pubmed:
3
6
2022
medline:
7
6
2022
Statut:
epublish
Résumé
Marketing is a core business function in commercial companies but is also frequently used by not-for-profit organisations. Marketing focuses on understanding what people value to make choices about engaging with a product or service: a concept also key to understanding why people may choose to engage with a clinical trial. Understanding the needs and values of stakeholders, whether they are participants, staff at recruiting sites or policy-makers, is critical for a clinical trial to be a success. As many trials fail to recruit and retain participants, perhaps it is time for us to consider approaches from other disciplines. Though clinical trial teams may consider evidence- and non-evidence-based recruitment and retention strategies, this is rarely done in a systematic, streamlined way and is often in response to challenges once the trial has started. In this short commentary, we argue the need for a formal marketing approach to be applied to clinical trials, from the outset, as a potential prevention to recruitment and retention problems.
Identifiants
pubmed: 35655239
doi: 10.1186/s13063-022-06417-3
pii: 10.1186/s13063-022-06417-3
pmc: PMC9164393
doi:
Types de publication
Letter
Langues
eng
Sous-ensembles de citation
IM
Pagination
457Subventions
Organisme : Chief Scientist Office
ID : HSRU1
Pays : United Kingdom
Informations de copyright
© 2022. The Author(s).
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