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Bedside manner or technical quality Building advocacy for clinical trial participation via rapport1.53 MB
Published Version (Advanced Access)CC BY-NC-ND V4.0, Open Access
Journal article
Bedside manner or technical quality? Building advocacy for clinical trial participation via rapport
Health Marketing Quarterly, Vol.42(3), pp.329-342
2025
PMID: 40773438
Appears in UniSC Supported Open Access Outputs
Abstract
Encouraging clinical trial participation remains a critical endeavour despite sustained efforts. This research aims to introduce a novel approach to promoting clinical trial participation, leveraging existing participants as advocates for others to participate. The study analysed 166 survey responses from Australian clinical trial participants. The results demonstrate that enhanced rapport between clinical trial participants and trial staff and technical quality are significantly associated with increased advocacy among current trial participants. Additionally, potential variations in these relationships concerning trial type, participant age, and sex are explored. This research on health marketing suggests that strategies for recruiting new participants should leverage patient advocacy, which is fostered by strong patient-staff rapport and perceived technical quality. Significant health marketing implications emerge, indicating that campaigns and trial experiences must be tailored to account for variations in how rapport and technical quality influence advocacy, based on factors such as patient sex, age, and trial type.
Details
- Title
- Bedside manner or technical quality? Building advocacy for clinical trial participation via rapport
- Authors
- Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesSarah Piplica - University of the Sunshine Coast, Queensland, UniSC Clinical Trials CentreDavid Fleischman - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Health Marketing Quarterly, Vol.42(3), pp.329-342
- Publisher
- Routledge
- Date published
- 2025
- DOI
- 10.1080/07359683.2025.2543660
- ISSN
- 1545-0864; 0735-9683
- PMID
- 40773438
- Copyright note
- © 2025 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
- Organisation Unit
- School of Business and Creative Industries; UniSC Clinical Trials Centre
- Language
- English
- Record Identifier
- 991150740002621
- Output Type
- Journal article
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