Bedside manner or technical quality? Building advocacy for clinical trial participation via rapport.

IF 1.6 Q3 Health Professions

Health Marketing Quarterly Pub Date : 2025-08-07 DOI:10.1080/07359683.2025.2543660

Rory Mulcahy, Sarah Piplica, David Fleischman

{"title":"Bedside manner or technical quality? Building advocacy for clinical trial participation via rapport.","authors":"Rory Mulcahy, Sarah Piplica, David Fleischman","doi":"10.1080/07359683.2025.2543660","DOIUrl":null,"url":null,"abstract":"<p><p>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.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-14"},"PeriodicalIF":1.6000,"publicationDate":"2025-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/07359683.2025.2543660","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Health Professions","Score":null,"Total":0}

引用次数: 0

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.

查看原文本刊更多论文

对病人的态度还是技术质量？通过建立友好关系来倡导参与临床试验。

鼓励临床试验参与仍然是一项关键的努力，尽管持续努力。本研究旨在引入一种促进临床试验参与的新方法，利用现有参与者作为其他人参与的倡导者。该研究分析了来自澳大利亚临床试验参与者的166份调查回复。结果表明，临床试验参与者与试验工作人员之间的关系和技术质量的增强与当前试验参与者中倡导的增加显著相关。此外，还探讨了这些关系中与试验类型、参与者年龄和性别有关的潜在变化。这项关于健康营销的研究表明，招募新参与者的策略应该利用患者的支持，这是由牢固的医患关系和感知的技术质量所促进的。由此产生了重大的卫生营销影响，表明必须根据患者性别、年龄和试验类型等因素，调整运动和试验经验，以考虑融洽关系和技术质量如何影响宣传的差异。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.