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.
Recommended Citation
Droms, Courtney; Ferguson, Michael; and Giuliano, Karen, "The Stakeholder Approach: A New Perspective on Developing and Marketing Clinical Trials" (2014). Scholarship and Professional Work - Business. 112.
https://digitalcommons.butler.edu/cob_papers/112
