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We are thrilled to have a very special guest with us, Laura Tomat, Senior Director and Project Management at Innovaderm. She brings over 25 years of experience in the clinical trial management industry. Her expertise in maintaining clear and consistent communication between sponsors, the CRO, and sites is unparalleled.
In this episode, Laura will explore 3 critical points:
- Economics of Communication
- Optimized Delivery Channels
- Personalization of Communication
Evolving Communication in Clinical Research
Communication is a frequently discussed topic, yet it remains an ever-evolving subject. Without ongoing exploration, it becomes challenging to keep pace with necessary advancements. In the context of clinical research, a significant portion of the day is dedicated to communication. Discussions revolve around project plans, milestones, timelines, and escalation pathways. Various meetings, including kick-off and investigator meetings, underscore the essential nature of communication in daily operations. Effective communication between sponsors, CROs, and sites is crucial due to differing needs and priorities. Achieving goals of transparency, optimizing communication, and personalizing interactions while ensuring high quality and consistency is imperative. This discussion will focus on these critical aspects of communication in clinical research.
The Economics of Communication
The term “economics of communication” is intriguing. Reflecting on high school economics, cost-benefit graphs often illustrated a sweet spot where continued efforts yield benefits until a point where benefits decrease, and costs increase. The cliché “time is money” applies here, but the concept extends further. Effective communication must be informative, concise, and accurate to achieve a balance where the recipient benefits without incurring costs.
For example, when communicating with sites, the time spent by the site communicating with the CRO detracts from time spent with patients. The goal is for sites to focus on patient care. Therefore, communication must be accurate, consistent, and concise to ensure sites can serve patients efficiently and safely. Similarly, communication with sponsors must be informative and personalized. Time spent communicating with sponsors should not hinder their progress in advancing therapies.
The economics of communication involves ensuring that all efforts benefit sites and sponsors without hindering their operations.
Tailoring Communication Channels
There are numerous ways to communicate and deliver information, including email, video conferences, collaborative document-sharing platforms, and various project management software. Additionally, different types of meetings and visual communication methods, such as charts, graphs, timelines, and infographics, play a role. However, what works for one group, such as sites, may not work for another, like sponsors, due to their unique needs.
Effective communication channels must consider the lived realities of both sites and sponsors. For instance, site personnel are often in clinical settings, focusing on patient care rather than sitting in front of computers. Therefore, communication with sites must be clear, timely, and adaptable to their environment, possibly through smartphones or tablets. Traditional methods like pocket cards and paper also remain relevant.
Conversely, sponsors require real-time information and metrics to track timelines and recruitment. Agile and responsive communication is essential, especially during critical phases like database lock. Ensuring confidentiality and security while adapting to real-time issues is crucial.
Understanding the audience—both sponsors and sites—and tailoring communication channels to their needs is vital for effective information delivery. This approach ensures that communication is beneficial and efficient for all parties involved.
Ensuring Personalization, Authenticity and Precision
Personalized communication involves meeting the needs of the listener and conveying the story that the audience requires. The rise of artificial intelligence (AI) is transforming conversations and automating communication, yet maintaining consistent, vetted quality communication remains essential. While AI represents the future, it is crucial to ensure that the conversation remains authentic.
Understanding the needs of the listener and delivering the right message to the appropriate audience is vital. For instance, during meetings with sponsors discussing data quality, it is important to have data management teams from both sides present, ensuring they speak the same language and share the same information. Personalized communication requires considering situations where urgent information must reach the right listeners, emphasizing accuracy, quality, and tailored messaging.
For sites, communication should be concise, while for sponsors, it should address their specific interests. Effective communication with sponsors and sites involves understanding the partnership, aligning goals and expectations, and maintaining agility throughout the process.
As we conclude another illuminating episode of Phase Forward, we find ourselves at the crossroads of science and progress. Remember that behind the jargon and statistics, lies stories of unwavering commitment, meticulous observation, and the pursuit of evidence that shapes our understanding of health and disease. Stay at the forefront of knowledge and innovation and follow Phase Forward on your preferred platform. My name is Valerie Coveney. Thank you for joining us. Until next time.
Let’s shape the future of research and make a difference in the industry, gain Innovaderm’s support in your upcoming trial and propel your study to new heights
