Skip to content Skip to navigation
University of Warwick
  • Study
  • |
  • Research
  • |
  • Business
  • |
  • Alumni
  • |
  • News
  • |
  • About

University of Warwick
Publications service & WRAP

Highlight your research

  • WRAP
    • Home
    • Search WRAP
    • Browse by Warwick Author
    • Browse WRAP by Year
    • Browse WRAP by Subject
    • Browse WRAP by Department
    • Browse WRAP by Funder
    • Browse Theses by Department
  • Publications Service
    • Home
    • Search Publications Service
    • Browse by Warwick Author
    • Browse Publications service by Year
    • Browse Publications service by Subject
    • Browse Publications service by Department
    • Browse Publications service by Funder
  • Help & Advice
University of Warwick

The Library

  • Login
  • Admin

Using marketing theory to inform strategies for recruitment : a recruitment optimisation model and the txt2stop experience

Tools
- Tools
+ Tools

Galli, Leandro, Knight, Rosemary, Robertson, Steven, Hoile, Elizabeth, Oladapo, Olubukola, Francis, David and Free, Caroline (2014) Using marketing theory to inform strategies for recruitment : a recruitment optimisation model and the txt2stop experience. Trials, Volume 15 (Number 1). Article number 182. doi:10.1186/1745-6215-15-182

[img]
Preview
PDF (Creative Commons : Attribution 4.0)
WRAP_1745-6215-15-182.pdf - Published Version - Requires a PDF viewer.

Download (1310Kb) | Preview
Official URL: http://dx.doi.org/10.1186/1745-6215-15-182

Request Changes to record.

Abstract

Background:
Recruitment is a major challenge for many trials; just over half reach their targets and almost a third resort to grant extensions. The economic and societal implications of this shortcoming are significant. Yet, we have a limited understanding of the processes that increase the probability that recruitment targets will be achieved. Accordingly, there is an urgent need to bring analytical rigour to the task of improving recruitment, thereby increasing the likelihood that trials reach their recruitment targets. This paper presents a conceptual framework that can be used to improve recruitment to clinical trials.

Methods:
Using a case-study approach, we reviewed the range of initiatives that had been undertaken to improve recruitment in the txt2stop trial using qualitative (semi-structured interviews with the principal investigator) and quantitative (recruitment) data analysis. Later, the txt2stop recruitment practices were compared to a previous model of marketing a trial and to key constructs in social marketing theory.

Results:
Post hoc, we developed a recruitment optimisation model to serve as a conceptual framework to improve recruitment to clinical trials. A core premise of the model is that improving recruitment needs to be an iterative, learning process. The model describes three essential activities: i) recruitment phase monitoring, ii) marketing research, and iii) the evaluation of current performance. We describe the initiatives undertaken by the txt2stop trial and the results achieved, as an example of the use of the model.

Conclusions:
Further research should explore the impact of adopting the recruitment optimisation model when applied to other trials.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Medicine > Warwick Medical School > Health Sciences > Population, Evidence & Technologies (PET)
Faculty of Medicine > Warwick Medical School
Library of Congress Subject Headings (LCSH): Employees -- Recruiting , Social marketing, Corporate turnarounds
Journal or Publication Title: Trials
Publisher: Biomed Central
ISSN: 1745-6215
Official Date: 2014
Dates:
DateEvent
2014UNSPECIFIED
Volume: Volume 15
Number: Number 1
Number of Pages: 12
Article Number: Article number 182
DOI: 10.1186/1745-6215-15-182
Status: Peer Reviewed
Publication Status: Published
Funder: Medical Research Council (Great Britain) (MRC)

Request changes or add full text files to a record

Repository staff actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics

twitter

Email us: wrap@warwick.ac.uk
Contact Details
About Us