{"id":70699,"date":"2023-10-24T15:03:19","date_gmt":"2023-10-24T15:03:19","guid":{"rendered":"https:\/\/www.imperialcrs.com\/blog\/?p=70699"},"modified":"2023-10-24T15:03:19","modified_gmt":"2023-10-24T15:03:19","slug":"asking-why-bolsters-clinical-trial-communication-and-success","status":"publish","type":"post","link":"https:\/\/www.imperialcrs.com\/blog\/business-insights\/asking-why-bolsters-clinical-trial-communication-and-success\/","title":{"rendered":"Asking Why Bolsters Clinical Trial Communication and Success"},"content":{"rendered":"<p>Explore the importance of providing context for decisions in clinical trials to foster improved communication, trust, and success.<\/p>\n<p>\u201cWhy\u201d seems to be at the center of what we do. Kids are always asking, \u201cWhy, Mom?\u201d Lean Fundamentals teaches us the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Five_whys\">5 Whys<\/a>, and <a href=\"https:\/\/simonsinek.com\/simons-bio\/\">Simon Sinek<\/a> tells us that our \u201cWhy\u201d is the reason we make important decisions.<\/p>\n<p>In clinical trials, the question of &#8220;why&#8221; is central to evaluating the efficacy of treatments. Researchers ask why a particular drug or therapy works or doesn&#8217;t work for a specific condition. This analysis enables:<\/p>\n<ul>\n<li>The refinement of treatment approaches<\/li>\n<li>The development of personalized medicine<\/li>\n<li>The identification of patient subgroups that may benefit the most<\/li>\n<\/ul>\n<p>Also, in recent years, <a href=\"https:\/\/www.imperialcrs.com\/blog\/patient-recruitment-and-retention\/patient-engagement-in-clinical-trials\/\">patient-centered research<\/a> has gained prominence, emphasizing the importance of asking &#8220;why&#8221; from the patient&#8217;s perspective. By understanding why patients make certain health care decisions and why they experience specific outcomes, researchers can tailor interventions and support services to meet the unique needs of individuals and inspire insightful clinical trial communications.<\/p>\n<p>I had the privilege of attending the <a href=\"https:\/\/www.imperialcrs.com\/about\/news\/imperial-to-lead-panel-discussion-at-the-operational-excellence-in-clinical-trials-summit\">Operational Excellence in Clinical Trials (OECT) Summit<\/a> in Toronto, Canada. Amongst all the amazing presentations and panels, one thing stood out: We perform better as individuals and in teams when we know \u201cwhy.\u201d<\/p>\n<h2><strong>Inspire Trust in Clinical Trial Communications<\/strong><\/h2>\n<p>The recurring theme, across presentations and discussions by representatives from CROs, sites, and sponsors, was the importance of being transparent with each other and explaining the context (the \u201cwhy\u201d) behind decisions. Clinical trials are not linear. They are a series of <a href=\"https:\/\/www.pcmag.com\/encyclopedia\/term\/do-loop\">do-loops<\/a> that eventually get to the end, but not without a lot of circling back and making new decisions based on the evaluation of events as they transpire. These circles can take a toll \u2013 they can be demotivating and frustrating even though we expect them to occur. The best way to mitigate negative effects is to explain \u201cwhy.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-70701\" src=\"https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication-300x200.jpg\" alt=\"\" width=\"377\" height=\"251\" srcset=\"https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication-300x200.jpg 300w, https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication-1024x683.jpg 1024w, https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication-768x512.jpg 768w, https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication-585x390.jpg 585w, https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication-263x175.jpg 263w, https:\/\/www.imperialcrs.com\/blog\/wp-content\/uploads\/2023\/10\/Inspire-Trust-in-Clinical-Trial-Communication.jpg 1080w\" sizes=\"auto, (max-width: 377px) 100vw, 377px\" \/><\/p>\n<p>Context inspires trust in clinical trial communications. Explaining why we are doing something allows the action holders to have buy-in to the process of doing (or re-doing) activities that seem less than valuable on their surface. \u201cWhy\u201d bridges gaps and fosters empathy.\u00a0 By asking why someone is behaving in a certain way, we delve into their motivations and perspectives. This deeper understanding leads naturally to better clinical trial communications.<\/p>\n<p>One of the conference presenters, <a href=\"https:\/\/www.linkedin.com\/in\/rahul-kukreja-8877837\/?originalSubdomain=ca\">Rahul Kukreja<\/a>, project director at Precision for Medicine, told us, \u201cEveryone has a story\u2014tell them the story.\u201d Yes! Share the \u201cwhy.\u201d If we take the time to understand the \u201cwhy\u201d behind what we are doing, it might just lead to a deeper understanding and greater satisfaction in the accomplishments within a clinical trial.<\/p>\n<h2><strong>Positively Impact Lives<\/strong><\/h2>\n<p>The significance of \u201cwhy\u201d resonates with me for inter-company and clinical trial communications and life. Here at Imperial, our \u00a0<a href=\"https:\/\/youtu.be\/WcvkJaja5qA\">6 core values<\/a> are driven by our company&#8217;s \u201cwhy\u201d to positively impact lives. This includes the lives of everyone we work with: customers, patients, suppliers, team members, and communities. All of us involved in research and health care share a tremendous opportunity to positively impact lives across the globe. That is a profound \u201cwhy.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore the importance of providing context for decisions in clinical trials to foster improved communication, trust, and success. \u201cWhy\u201d seems to be at the center of what we do. Kids are always asking, \u201cWhy, Mom?\u201d Lean Fundamentals teaches us the 5 Whys, and Simon Sinek&hellip;<\/p>\n","protected":false},"author":15,"featured_media":70700,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22,379,47],"tags":[83,437,438,50,345],"class_list":["post-70699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-insights","category-patient-engagement","category-study-site-management","tag-clinical-research","tag-clinical-trial-communication","tag-clinical-trial-trust","tag-clinical-trials","tag-patient-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Asking Why Bolsters Clinical Trial Communication and Success - Imperial Clinical Research Services Blog<\/title>\n<meta name=\"description\" content=\"Explore the importance of providing context for decisions to foster improved clinical trial communications, trust, and success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.imperialcrs.com\/blog\/business-insights\/asking-why-bolsters-clinical-trial-communication-and-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Asking Why Bolsters Clinical Trial Communication and Success - 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