recruitment into clinical trials Dr. Karen M. Barlow Associate - - PowerPoint PPT Presentation
Lessons learned from Marketing Theory to improve recruitment into clinical trials Dr. Karen M. Barlow Associate Professor, University of Calgary Objectives Outline trends in trial recruitment Review marketing strategies Discuss the
Time Budge get Qualit ity The “Golden Triangle” Of Project ct Management gement
– McDonald AM et al. Trials. 2006;7:9 – only 31% achieved original recruitment targets and – 53% requested grant extensions
– Sully BG, et al Trials. 2013;14:166. – recruitment has improved – 45 45% of trials als strugg ggle to r recruit uit their r sample e size and – ~1/3 needed d grant t extensio sions ns
» (A value proposition is a bundle of benefits offered that impels a customer to want to buy)
McDonald M, Wilson H. The new marketing: transforming the corporate future. Oxford: Butterworth-Heinemann; 2002
Gain the buy-in and devise systems for marketing Who? What do they need to sign up? Develop a 'value proposition' Convey the 'value proposition' to patients, medical personnel, agencies, advocacy groups To learn, through doing, develop more effective practices. To maintain momentum by renewing or upgrading 'the
interest of agencies etc Francis D, Roberts I, Elbourne DR et al. Trials. 2007: 8:37
– Buy-in likely when participants realize, and identify with, the potential benefits gained by the trial’s success
– Simple processes reduces the costs (time effort money) of participation
– will need to be revised frequently – probably every
– The Uninformed – The Unconvinced – The Laggards (Enroll, facilitate and target), – The Steady Performers (Reward, renew, upgrade and recognise) and – The Stars (Honour, learn from, and nourish).
Francis D, Roberts I, Elbourne DR et al. Trials. 2007: 8:37
– using ng the model to develop
al process esses es – CRASH-2 trial collaborators. Lancet. 2010;376:23-32
p Tri rial al
– using ng the model as a diagn gnos
tic c tool – all the new interventions fitted into the marketing framework tool and recruitment increased markedly – Free C, et al. Lancet. 2011;378(9785):49- 55
FELAX LAX Trial
– using ng the model as an aud udit it tool – Speed C, et al. Health Technol Assess. 2010;14(52):1-251
al (diag iagno nostic stic tool)
Galli i L, Knight ht R, Rober ertson tson S, et et al. Trials
5:182 182
– research staff shape expectations, build trust and commitment between the trial and its participants
– actions required of participants to participate in the trial, ease of use is key. E.g. nature of the consent process
– participants will have greater confidence in a trial conducted in a well-cared for facility
– IT, marketing, and clinical research – a single framework – to maximize recruitment, enrollment, engagement, and retention
– ? reach larger and more diverse community of participants – help maximize limited resources – more cost-effective and efficient clinical trial management
– ? tech savvy ? Generalizability – specialized staff with expertise in marketing and IT systems – Fewer face-to-face interactions ? Less engagement
Gupta a A, Calfas KJ, J, Mar arsh shal all l SJ, , et et al. Cont ntem empo porar rary y Clinical ical Tria ials. . 2015;42 ;42:1 :185-195
Gupta a A, Calfas KJ, J, Mar arsh shal all l SJ, , et et al. Cont ntem empo porar rary y Clinical ical Tria ials. . 2015;42 ;42:1 :185-195
Paramasivan S, Strong S, Wilson C, et al. Trials. 2015(16:88)
www.playgametrial.ca
– Two large cohort studies – Product development – “the need” – Focus groups, online questionnaires, clinic patients – Stakeho holde lder r meets ets
– Conference presentations – Cohort study of treatment response – Professional expertise – Tri-council funding
– No. – Initially hard for families in ED to envision enrollment one month later – Other study ”competition” – Research in clinical environments eg FP office
– Increased ED recruitment – reiterative – Paper to electronic, Consent to contact – Personal contact
– ED, FP, sport societies – Webpages, twitter, FB – Product – plus MRI and cognitive testing
– Advocates – Media (Radio, TV, internet, newspaper) – Sports meeting – Recurring events – Safety – Participant spokeskids at events
– Xmas cards – Thank you gifts – Newsletters – Focus groups – Pictures and info for school projects – Clinic appointments – Recurrent meets with stakeholders (e.g. ED, TMS, MRI, CIHR, ACHF, ICRP)