Marketing approaches to improve recruitment and retention in clinical trials
This project aims to investigate how recruitment and retention in clinical trials can be improved through a variety of marketing approaches.
Research summary
Randomised clinical trials often struggle to reach their participant recruitment targets and, when they, do retention of trial participants until they are due to complete the trial can be challenging.
Evidence suggests that clinical trials could benefit from implementing principles and techniques from marketing management to address the challenges associated with recruitment and retention. Marketing used in this context seeks to recognise and understand consumers perspectives and values and facilitate informed choices.
Viewing clinical trials from a marketing perspective will emphasise the experiences of participants in clinical trials and improve their experiences while participating in clinical trials. This could help trial teams to better understand the aspects of motivation and reasons for participation in clinical trials and how best to reach and retain their participants.
Our objectives and how to meet them
First, we will map the evidence on the use of marketing strategies in clinical trials. We will then consider current practice by conducting a survey and interviews/focus groups with trial teams. Using all of the data we will collect, we will develop a marketing toolkit which will include practical guidance and standard templates to trial teams and wider research communities.
