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Leveraging Web-Based Clinical Trials to Support the Marketing Platform

In an increasingly competitive environment, pharmaceutical drug and device manufacturers cannot easily tolerate delays in achieving peak sales following launch of their products. Additionally, there are more and more requirements being placed upon manufacturers to examine the safety of their products in the marketplace, the results of which can sometimes pose problems or even post-marketing product withdrawal. In the past, there was often time within a traditional product development programme to generate useful data to enhance market penetration. But now, the emphasis is on speeding products through the development process to market in order to realise a revenue stream as early as possible. Consequently, more is being asked of individual clinical trials, both pre- and post-approval to fulfil both development and marketing needs.

This article explores how new web-based clinical trial technologies can be used to meet the marketing needs at the time of product launch and beyond.

Fifteen years ago, a typical conversation between the product manager and the clinical research manager was along the lines of, 'We will probably get approval for product X in the next few months and marketing want to do some trials with our opinion leaders so they get experience with the product and act as our advocates. What can the clinical department do for us?' The usual response was to scratch around for a reasonable scientific question to be asked, whilst exposing as many patients and doctors to the product as possible.


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By Dr Michael Bowden, Managing Director of the European Arm, Dr Timothy Sprosen, Director of Product Development of the European Arm, and Steve Mackenzie-Lawrie, Director of Sales and Marketing of Health Decisions

Dr Michael Bowden is the Managing Director of the European arm of Health Decisions, a global contract research organisation that uses the Internet extensively in its clinical development programmes. Michael has worked in the pharmaceutical industry for more than 15 years in various medical marketing and development roles and is a regular contributor of articles on the practical use of technology in clinical trials.

Dr Timothy Sprosen is the Director of Product Development of the European arm of Health Decisions. He has over a decade of experience in the pharmaceutical industry, notably in conducting late phase and post-marketing trials and product support.

Steve Mackenzie-Lawrie is Director of Sales & Marketing at Health Decisions and has a wealth of experience in the development and execution of pre- and post-launch marketing and communication programmes. Steve is a strong advocate and practitioner of establishing the link between clinical trial programmes and the marketing and commercialisation of new products.
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Dr Michael Bowden
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Dr Timothy Sprosen
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Steve Mackenzie-Lawrie
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