Table 2.

Improving the evidence base: a marketing approach.

Building brand value and defining purpose of the trial	Gain legitimacy and prestige (coordinated by an academic centre, funding by a non-commercial body, signal worthiness (that benefits to trial participants will outweigh costs)
Marketing and product planning	Adopt an explicit marketing plan with stakeholder engagement, local and regional champions, and strategies for overcoming resistance (address concerns), providing a complete administrative process with easy data collection and transfer
“Making the sale”	Deliver a targeted multi-level approach to multiple different audiences (with appropriate language) and achieving “buy-in” (confirmed commitment), through websites and communications back to trial participants
Maintaining engagement	Especially important when follow-up or supplementary studies are envisaged. Key points: deal with feedback constructively, continue to provide reinforcement, and communicate findings and positive learning points