MARKETING STRATEGIES TO OVERCOME PATIENT RECRUITMENT AND RETENTION CHALLENGES
This article provides an overview of a presentation on ‘Marketing’ that was addressed during a well-attended session at the June Congress. In our current economic environment – both globally and locally it is more important than even for companies to manage their resources carefully. One area of cost containment that requires companies to actually spend money upfront with clinical trials so as to achieve ultimate long-term savings and study goals is early proactive investment in patient recruitment and retention. Workload at the clinical site has increased signifi cantly and today’s study staff are often overworked and burdened with multiple study responsibilities. Recruiting suffi cient study participants and keeping your study top of mind remains a key challenge. Patient recruitment is a challenge that companies must overcome, and it is imperative that it is done proactively. Outsourcing may be viable. Companies that specialise in recruitment and retention can work with project managers or CRAs to implement effective recruitment campaigns and also work with the individual study coordinators to keep participants motivated and supported to ensure that the recruitment efforts are not lost. A marketing plan is crucial to the study’s success. An effective marketing plan provides the blueprint for the study’s success. Furthermore this approach provides the necessary support and enables study coordinators to focus their time on patients in the study.