Comprehensive Marketing Plan PresentationFebruary 22, 2012

Indiana University Kelley MBA Students

Lauren FeldmanMedha HazariChris MahonJen Michuda

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

“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!”

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

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

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

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

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