Comprehensive Marketing Plan Presentation February 22, 2012 Indiana University Kelley MBA Students Lauren Feldman Medha Hazari Chris Mahon Jen Michuda

 Goal: To increase awareness and utilization of the Clinical Research Center (CRC) and to develop partnerships between investigators and pharmaceutical companies.  Recommendations ◦ Redesign website ◦ Develop more extensive marketing materials ◦ Increase access to research participants

 “Great collaborations and resources coming out of our CTSI…”  “CRC is invaluable.”  “Really nice to have this at IU. Thank you.”  “CRC has been very helpful!”

 190 survey participants, primarily investigators  81% of those surveyed are aware of the CRC and 60% have used the CRC  The Recruitment Office and Regulatory Assistance have the greatest discrepancies, with 46% of survey participants aware of the services, but only 16% have used them  Some of the biggest challenges when starting a project are finding participants and availability of staff  When considering a research facility, availability and access to patients is the #1 challenge

 Our website recommendation focuses on three components: 1.Easier navigation  Quick links at the top of the CRC Homepage  “Start Here”  “FAQs”  “Inquiry Form” 2.FAQs page 3.“Start Here” link

 Main CRC Resources ◦ 24/7 Staff ◦ Inpatient and Outpatient facilities ◦ Feasibility Assessments ◦ Lab Processing ◦ INResearch.org ◦ One facility for all research disciplines ◦ Fee structure for researcher use  Regulatory Assistance link  Recruitment Office link  How to become a PI

CRC Online Initiatives Physician Referral Study Awareness Materials Media Relations Advertising Site Location Analysis

Recruiting patients  Finding participants is critical for PI’s ◦ When survey participants were asked whether they would utilize a free feasibility assessment for grants, drug trial applications, and hypothesis construction, including a search of the medical records systems for patient matching, 57% answered “Likely” or “Definitely” and nearly 20% more were open to the idea  Develop and implement the feasibility assessment resource ◦ Let researchers know if patients are available for their studies  Advertise InResearch.org on the CRC website ◦ Allow for matching of researchers with willing patients

Recruiting companies for industry-sponsored studies  Increase marketing materials ◦ Design a pamphlet with CRC resources, location and primary contact  Set-up a CRC LinkedIn group ◦ This will assist in developing relationships and collaboration  monthly updates on new projects ◦ Maintain engagement and awareness of the CRC with who has used in past

 Recommendations: ◦ Redesign website ◦ Develop more extensive marketing materials ◦ Increase access to research participants Additional Recommendations: ◦ Leverage 70+ PI database started in order to expand PI/Study connect program ◦ Suggest web design intern or additional project to implement website changes