Trust between clinical research organisations (CROs) and sponsors – a person or organisation that establishes and supports healthcare plans – is essential for running successful clinical trials.
However, lockdowns, hybrid models, and a hesitancy to do in-person meetings has put a strain on this relationship. At the peak of the pandemic, clinical research decreased by around 87%, according to research by University College London.
When traditional in-person meetings are not possible, it’s the job of CRO teams to ensure communication is maintained. Each member of the sponsor team needs to have adequate input into the trial and visibility over the trial’s progress.
Many are now coming to realise that digital tools like virtual engagement and insights management technology can replicate a hands-on approach and, in many instances, create a deeper connection despite the lack of physical contact.
Keep sponsors regularly involved and updated
Regular communication and agreed expectations are key to the successful delivery of any project. In normal times, sponsors could actually visit the trial sites, but now many face restrictions or simply cold feet, around being in person. It is important that adjustments are made easy for them, as they’re the client. When virtual engagement tools are deployed, these expectations are visible to all. The transparency of who has done what, what is left to do as well as being able to see the overall development of the project, is a vital way platforms build trust between CROs and sponsors.
It’s also important to note that these platforms aren’t a solitary experience, and neither is a trial. Despite the fact that workers are physically completing tasks alone, you still have to balance the needs of multiple stakeholders. Virtual engagement platforms are built to encourage collaboration, and in addition to hosting more vibrant virtual conversations, can also provide users with the opportunity to edit and review key documents in real time. These capabilities can remove the physical distance between stakeholders, and as a result, streamline processes throughout trial development and execution.
Another way these platforms encourage trust is through their ability to keep the project moving. Within3, for example, has automatic prompts that keep stakeholders active and engaged. Periodic email digests and the ability for moderators to send scheduled messages help keep the conversation on-track without being overbearing. This is done across time zones, countries, or continents, ensuring that the project continues to move forward regardless of where participants are located. This means that sponsors are aware of these regular prompts, they know they can still do their own work, safe in the knowledge that the CRO is being prompted to do theirs.
This also improves the quality of the work being produced as virtual engagement platforms allow participants, who would normally log into a call or video conference at the same time in the exact same language, to work at times that suit them. Work can be completed online over the course of a few days or weeks. This allows people to work in the best way for them rather than having to function at specific times in specific ways that may not be conducive to how they optimally work.
As sponsors adjust to new ways of working, minimal disruption is ideal. Flexible platforms that can bend to meet the sponsor’s preferred communication style can avoid any unnecessary breakdowns in communication between the sponsor and the CRO team on the ground.
Encouraging ongoing, participation over time
Virtual engagement tools encourage asynchronous participation over time from everyone in the meeting or project, this provides flexibility for all participants. Round-the-clock accessibility means you never interfere with anyone’s work schedule, and a structured platform sharpens your team’s focus for better engagement and training.
Platforms like Within3, for example, have a virtual 24/7 environment. This enables stakeholders to interact on their own schedule, allowing more time to read resources and consider answers before participating.
This ‘always open’ approach means that sponsors can also jump in at any time rather than having to wait for scheduled meetings. Often this approach minimises anxiety around work not being done or being done incorrectly. Overall, this increased ability to interact with the project further builds trust.
How this method can strengthen the research by giving equal opportunity to quieter voices
When using online engagement tools, one major benefit is that some previous roadblocks that limited projects have been removed. For example, projects are no longer limited to those who live in a particular location, use a particular language or even people who have time barriers. Virtual engagement allows people to engage anytime, anywhere, through a connected device.
This has a great impact when it comes to diversity of involvement. People who were once ruled out for not being key decision makers – perhaps women, or POC – can now communicate on big projects freely, as opposed to being talked over during a call or conference. By democratising who’s at the table, virtual engagement tools enable a more diverse discussion, both amongst patients, but also at a professional level.
Most tools also offer an in-built translation tool. This helps break down language barriers, allowing pharmaceutical professionals to be understood across the world. This, again helps diversify who can be involved in the project, drawing on talent and expertise beyond one language and country.
This again helps build trust as sponsors want to see their CRO teams continuing to push boundaries. What’s more it is giving the projects greater credibility to a wider range of people than previous work.
Ultimately, from overtime participation, to the transparency of the tools and the extra talent they enable, virtual engagement tools are a vital resource. No matter what the future holds, the pandemic has accelerated these platforms’ application and there is no turning back when such potential has been demonstrated to increase the trust between CROs and sponsors.
By Meerim Almazbek, Senior Solutions Director, Community Planning & Optimization, Global Team Lead – Within3
