patient recruitment through an industry lens · gds_70000_title_v1 1 patient recruitment through an...
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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
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2Company Confidential© 2008 Abbott
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Presentation outline
• Canada’s competitiveness in a global world
• Importance of patient recruitment
• Non traditional research findings
• Solutions moving forward
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3Company Confidential© 2008 Abbott
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Canada’s competitiveness
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4Company Confidential© 2008 Abbott
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Canada’s competitiveness
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5Company Confidential© 2008 Abbott
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Canada’s competitiveness
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6Company Confidential© 2008 Abbott
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Canada’s competitiveness
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7Company Confidential© 2008 Abbott
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Canada’s competitiveness
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8Company Confidential© 2008 Abbott
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Canada’s competitiveness
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9Company Confidential© 2008 Abbott
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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
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10Company Confidential© 2008 Abbott
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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
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11Company Confidential© 2008 Abbott
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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
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12Company Confidential© 2008 Abbott
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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
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13Company Confidential© 2008 Abbott
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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
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14Company Confidential© 2008 Abbott
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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
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15Company Confidential© 2008 Abbott
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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
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16Company Confidential© 2008 Abbott
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17Company Confidential© 2008 Abbott
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Let’s hear from the patients:
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18Company Confidential© 2008 Abbott
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Let’s hear from the patients:
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19Company Confidential© 2008 Abbott
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• 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
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20Company Confidential© 2008 Abbott
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The emergence of e-patients
• Patients are more web-savvy and are getting the information they need/want on their own
60%
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21Company Confidential© 2008 Abbott
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Patient Recruitment model in a
prostate cancer study
Physical vs. virtual recruitment networks
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22Company Confidential© 2008 Abbott
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Physical vs. virtual recruitment networks
The SERMO physicians’
online community
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23Company Confidential© 2008 Abbott
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Physical vs. virtual recruitment networks
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
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24Company Confidential© 2008 Abbott
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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
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25Company Confidential© 2008 Abbott
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Raising awareness in the US: Yale or CISCRP
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26Company Confidential© 2008 Abbott
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Raising awareness in the UK: NHS
InSight – Clinical trials in CanadaOctober 17, 2011
27Company Confidential© 2011 Abbott
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www.patientsatheart.com
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Thank you for your attention