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Comprehensive Marketing Plan PresentationFebruary 22, 2012
Indiana University Kelley MBA Students
Lauren FeldmanMedha HazariChris MahonJen Michuda
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Goal: To increase awareness and utilization of the Clinical Research Center (CRC) and to develop partnerships between investigators and pharmaceutical companies.
Recommendations◦ Redesign website◦ Develop more extensive marketing materials◦ Increase access to research participants
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“Great collaborations and resources coming out of our CTSI…”
“CRC is invaluable.”
“Really nice to have this at IU. Thank you.”
“CRC has been very helpful!”
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190 survey participants, primarily investigators
81% of those surveyed are aware of the CRC and 60% have used the CRC
The Recruitment Office and Regulatory Assistance have the greatest discrepancies, with 46% of survey participants aware of the services, but only 16% have used them
Some of the biggest challenges when starting a project are finding participants and availability of staff
When considering a research facility, availability and access to patients is the #1 challenge
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Main CRC Resources ◦ 24/7 Staff◦ Inpatient and Outpatient facilities◦ Feasibility Assessments◦ Lab Processing◦ INResearch.org◦ One facility for all research disciplines◦ Fee structure for researcher use
Regulatory Assistance link Recruitment Office link How to become a PI
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Recruiting patientsFinding participants is critical for PI’s
◦ When survey participants were asked whether they would utilize a free feasibility assessment for grants, drug trial applications, and hypothesis construction, including a search of the medical records systems for patient matching, 57% answered “Likely” or “Definitely” and nearly 20% more were open to the idea
Develop and implement the feasibility assessment resource
◦ Let researchers know if patients are available for their studiesAdvertise InResearch.org on the CRC website
◦ Allow for matching of researchers with willing patients
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Recruiting companies for industry-sponsored studiesIncrease marketing materials
◦ Design a pamphlet with CRC resources, location and primary contact
Set-up a CRC LinkedIn group ◦ This will assist in developing relationships and
collaboration Email monthly updates on new projects◦ Maintain engagement and awareness of the CRC with
who has used in past
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Recommendations:◦ Redesign website◦ Develop more extensive marketing materials◦ Increase access to research participants
Additional Recommendations:◦ Leverage 70+ PI database started in order to
expand PI/Study connect program◦ Suggest web design intern or additional project to
implement website changes