Advertising plays an important role when it comes to recruiting patients for clinical trials, but it’s often underutilized by sites or not used at all. Whether this is due to a lack of internal staffing or expertise, there is a lot of potential going untapped when sites bypass study advertising.
Much has been written about the changing clinical research landscape, and more importantly, the implications these changes are having on small, independent research sites. The first major change was the implementation of preferred site programs by many larger contract research organizations (CROs). The second, and more recent development, is the actual acquisition of research sites and site networks by CROs. Separate of both of these trends, is the premise that “big data” will give larger health systems a competitive advantage, allowing them to reestablish their dominance in Phase II and III research. Each of these themes are explored in greater detail below.