Predictive Power Of Perceived Leadership

By: Laura McWhinney, Market Research Manager

Users in the biopharmaceutical sphere have recently shared their provider experiences and perspectives in an industry survey. This collective of information, outlined in Industry Standard Research’s CRO Benchmarking reports, aimed to inform sponsor organizations to make more educated CRO selections for Phase I, II, and III clinical trials. The information also aims to assist sponsor organizations to improve marketing strategies and position their CROs to stand out from competitors.

In a previous article, which looked at the associations and correlations between variables that may relate to CRO preference, the author determined that familiarity, previous use of, and perceived leadership are strongly associated with preference.

Since then, the author has analyzed these select, associated factors to try to better understand and explain what most influences CRO preference – that is, why do respondents prefer a certain CRO over others? (And yes, we ask them directly which CRO they prefer if the choice were entirely up to them.) How much does preference play into the CRO selection process?