Title

The Stakeholder Approach: A New Perspective on Developing and Marketing Clinical Trials

Document Type

Article

Publication Date

2014

Publication Title

Health Marketing Quarterly

First Page

1

Last Page

12

DOI

http://dx.doi.org/10.1080/07359683.2014.876884

Abstract

The use of evidence-based medical practice has become the standard for health care decision-making. Thus, it has become increasingly important for medical device manufactures to provide evidence for the efficacy of their products. As new products, services, and solutions are developed, it is important to perform a stakeholder analysis to assess clinical evidence needs. As evidenced by the variety of stakeholders in clinical trials, we expect that each has different interests in how clinical trials are developed, conducted, and promoted to the general public. This analysis of the stakeholders’ concerns provides recommendations for marketing professionals on meeting the needs of these stakeholders.

Rights

The version of record can be found through Taylor & Francis.