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Patient recruitment through an Industry lens

BCCRIN & VCHRI Clinical Research Symposium

Vancouver, March 6, 2012

Sandra Gazel, M.Sc., MBA

Associate Director Clinical Operations, Abbott Canada

Presentation TitleDate

2Company Confidential© 2008 Abbott


Presentation outline

• Canada’s competitiveness in a global world

• Importance of patient recruitment

• Non traditional research findings

• Solutions moving forward




Canada’s competitiveness




Possible reasons to poor recruitment

Industry trend

• Patient recruitment is seen as a procurement activity

• Indifferent to geographic origin of patients

Canada specific

• Access to physicians

• Universal health coverage and perception of good care

• Lack of trust and public awareness of clinical trials

• Inefficient infrastructure

• Focus on operational improvements




Clinical Trials Summit Plan of action

• Several improvement initiatives are underway:– GCP certification program– Streamlining of Ethics Review– Simplifying contract negotiations– Build research infrastructure through research networks– Adress cost efficiencies

• Patient recruitment is still not getting enough attention

• EMRs usage is trapped in the confusion around privacy rules




MBA thesis

Clinical Research: the untapped opportunity for Customer Relationships Management and the promising use of internet and

social media for patient recruitment

Methodology:

• Quantitative: online survey administered to 91 senior research managers from 35 companies. Response rates: 36% responders from 54% of the targeted companies.

• Qualitative: interviews with 10 survey responders to gain deeper understanding of patient recruitment practices in Canada.

Sandra Gazel, M.Sc., Associate Director Clinical Research, Abbott CanadaYannik St-James, Ph.D., Associate Professor, Marketing, HEC Montréal




What Industry believes

• Patient recruitment is a strategic activity and a top priority of study management

• Researchers are partners and key customers

• Patients are the ultimate customers at the core of clinicalresearch




How Industry behaves

• Recruitment is one of many operationnal tasks

• Physicians « own » the patients, they are primarily responsiblefor recruitment efforts

• Sponsors main recruitment activities are to « push » on sites

• Researchers have a dual customer/supplier role

• Patients are raw material in the research process and are not engaged by Pharma directly




The clinical trial « experience »

• Researchers and study patients are leadusers/early adopters of new drugs

• Prescribing/taking a drug is a customerexperience that extends far beyond productscientific characteristics

• It is a « beta » testing of the future use of the product and its integration in healthcare

• Acquiring researchers/patient feedback duringdevelopment would proactively identify marketaccess and logistic challenges down the road




And yet…

• Beyond medical metrics, no information about the trial experience is captured

• Transactional, unidirectionnal relationships with physicians only

• No interaction with patients

• No modification of behaviors to adapt to patients needs

• Dehumanised experience




Let’s hear from the patients:




• Patients are more involved in the decision making process

• Patients are more knowledgeable about their disease and treatment options

Paradigm Shift

• In 2010, 64% of internet usage was for searching medical or health related information




The emergence of e-patients

• Patients are more web-savvy and are getting the information they need/want on their own

60%




Patient Recruitment model in a

prostate cancer study

Physical vs. virtual recruitment networks





The SERMO physicians’

online community





Same motivations for research and for engaging in social media2:RECIPROCITY- RECOGNITION – IMPACT - COMMUNITYSHIP

e-patients: 60% more likely to have participated in trials80% would participate given the right opportunity3

Internet and social media are powerful but untapped r ecruitmentopportunities:

• Used by only 1 out of 16 companies surveyed• Unidirectionnal, information push• No interaction• No collection of feedback to customize protocols, processes




Solutions moving forward

• A multi-stakeholder collaborative effort

• Leverage technologies

• Active engagement of patients

• Starts with the awareness of the importance of clinical trials for Canadians health outcomes




Raising awareness in the US: Yale or CISCRP




Raising awareness in the UK: NHS

InSight – Clinical trials in CanadaOctober 17, 2011


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www.patientsatheart.com


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