Transcript Indiana CTSI Clinical Services Core Comprehensive Marketing

Comprehensive Marketing Plan Presentation
February 22, 2012
Indiana University Kelley MBA Students
Lauren Feldman
Medha Hazari
Chris Mahon
Jen 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…”
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“CRC is invaluable.”
“Really nice to have this at IU. Thank you.”
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“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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Our website recommendation focuses on
three components:
1. Easier navigation
 Quick links at the top of the CRC Homepage
 “Start Here”
 “FAQs”
 “Inquiry Form”
2. FAQs page
3. “Start Here” link
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Main CRC Resources
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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
Online
Initiatives
Site
Location
Analysis
Physician
Referral
CRC
Study
Awareness
Materials
Advertising
Media
Relations
Recruiting patients
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Finding 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
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Develop and implement the feasibility assessment
resource
◦ Let researchers know if patients are available for their studies
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Advertise InResearch.org on the CRC website
◦ Allow for matching of researchers with willing patients
Recruiting companies for industry-sponsored studies
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Increase marketing materials
◦ Design a pamphlet with CRC resources, location and primary
contact
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Set-up a CRC LinkedIn group
◦ This will assist in developing relationships and
collaboration
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Email monthly updates on new projects
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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