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Author: ArcheMedX Team

Conversations in Clinical Trial Readiness: Kunal Sampat of Ceribell

Kunal Sampat joins Kelly Ritch, EVP of Product and Clinical Research Solutions at ArcheMedX, to discuss the changing landscape of clinical trial operations. An experienced Clinical Operations Director, Kunal shares his key learnings from 2020 and elaborates on some of the successes and challenges he’s seen this year. Industry stakeholders from CROs to site managers to sponsors will benefit from Kunal’s thoughtful advice and informed take on the current and future state of clinical operations.

Enjoy this interview by video below, or by subscribing to our podcast on Simplecast, Spotify, or iTunes.

Kunal Sampat

Kunal Sampat is the Clinical Operations Director at Ceribell. He earned his undergraduate degree in electrical engineering and computer science, and brings an enthusiasm for technology to his work. He has held positions in both clinical data management and project management over the course of his career. Through this experience, Kunal has developed a holistic understanding of clinical trial management and a strong belief in the value of teamwork and collaboration.

The passion for helping people that drove Kunal to a career in clinical research also compelled him to create a free resource for others in the field. Kunal founded and hosts his own podcast, Clinical Trial Podcast, in which he interviews industry experts and shares his wealth of knowledge.

Episode Highlights

  • Why it’s vital to adapt—during the pandemic and always.
  • Why clarity around workflow is critical to adaptation.
  • What sponsors and CROs can do to reduce the burden on their sites, and why it’s their responsibility.
  • How “making the sites our heroes” can help with patient recruitment.
  • The importance of creating ways for your sites to exchange information with each other.
  • How the CRA role is evolving.
  • How tech vendors can address the biggest obstacle to adoption.
  • Why video is the best tool for training and communication, and how to leverage it.
  • What the future of effective clinical operations will look like.
  • Kunal’s favorite resources for staying up-to-date.

Resources:

New Playbooks Authored by ArcheMedX Explore Digital Transformation in Clinical Trials

ArcheMedX, a leader in behavior-based learning and operational insights for life sciences organizations, announced the release of two new whitepaper companions to its recent report, “COVID-19’s Impact on Virtual Tech in Clinical Trials.” These whitepapers, focused on clinical research organizations and clinical trial sponsors, respectively, are intended to be playbooks that lay out the specific actions each group should take based on the report’s findings.

Each whitepaper reveals five immediate priorities across the clinical trial cycle where sponsors and CROs must focus. The playbooks also provide access to detailed resources that explore how to adopt digital initiatives supporting each priority.

“The data we uncovered revealed a dramatic shift in the perceived need to virtualize trial activities by CROs and trial sponsors,” said Joel Selzer, CEO and co-founder of ArcheMedX. “We released these playbooks to provide each group with tailored insights and immediate steps they can take to digitally transform their clinical operations.”

To identify the insights, the ArcheMedX team surveyed clinical operations leaders across pharmaceuticals, biotech, and clinical research organizations earlier in 2020. The team delved into how these leaders planned to adopt virtual solutions to advance clinical research in the current and post-pandemic environment, and ultimately produced the 45-page report with the findings.

After discovering that Sponsors and CROs had different priorities, ArcheMedX determined to release more actionable content to help bridge that gap.

According to Kelly Ritch, EVP of Clinical Research Solutions at ArcheMedX. “Since sponsors have made it clear that they’re expecting to adopt virtual technology throughout site selection and study start-up, it was surprising to see some areas where CROs need to catch up. These whitepapers are impactful because they don’t just expose areas for improvement at both CROs and sponsor organizations – they actually lay out the process to improve.”

ArcheMedX provides a software platform, Ready, that enables CROs and Sponsors to predict and improve clinical trial site and team performance. The findings in the report mirror the increased adoption Ready has experienced across the industry as the platform reveals precisely which sites, teams, and individuals are likely to be high performers and enables CROs and Sponsors to remediate potential risk areas — earlier than ever before.

Whitepapers are available now

The whitepapers, focused on clinical research organizations and clinical trial sponsors, respectively, are available now for download.

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Marketing to Healthcare Providers? Create Content Truly for Them

Relationships are built over time. However, with the inability to meet face-to-face, many life sciences commercial teams are left wondering how they should be marketing to healthcare providers in this new world.

Unfortunately, we have been truly disrupted – not only in our work environment, but in what healthcare providers (HCPs) want. A recent research report by Accenture revealed that 65% of HCP meetings with sales reps are now virtual and 43% of HCPs said that they are currently restricting who can enter the office for professional reasons. More importantly, many HCPs expect it to stay this way for the foreseeable future.

This is good news for commercial teams that are able to adapt. Virtual tools mean that marketing to healthcare providers can be automated more than ever before. Commercial sales teams can instantly connect with prospects (and do so more frequently). This means that relationships can continue to form – and even accelerate. However, it is going to take work to make this transition in your team.

Training and equipping your commercial team to be successful is one of the keys to success. 

However, there is more work to be done. If we want to be successful selling and marketing to healthcare providers, we must meet HCPs where they are. Then we must deliver what they need to succeed in their own roles in order to smooth the path for our sales teams to engage more effectively. 

It’s going to be difficult to stand out amid the constant onslaught of email marketing, webinars, and online sales demos. Therefore, innovators will take a different approach and go directly to the source, the HCPs, to discover how best to support and reach them.

To do so, there are a few steps you must take.

  • Understand What Healthcare Providers Want
  • Develop a Fully Virtual Content Toolkit for Selling and Marketing to Healthcare Providers
  • Launch Your Content Toolkit and Reveal Healthcare Provider Insights to Your Team

Understand What Healthcare Providers Want from You

With this shift in the way HCPs want to communicate with life science companies, you must spend the time to uncover not only how HCPs want to communicate, but what messages will stand out amid the digital noise.

The same Accenture report referenced above revealed overwhelmingly that HCPs want pharmaceutical and biotech companies to go beyond product knowledge. They need help, and they need trusted advisors.

One finding that the Accenture report revealed was that HCPs greatly value additional education and training that go beyond product knowledge, like best practices for treating patients remotely. Developing content and training that demonstrates clear value will ensure your messages stand out. To discover what that looks like, you should:

Research

Meet with a few HCPs individually to discuss and identify what they really need to learn about, besides your products. 

Ask: 

  • How can we help make this time easier for you?
  • What topics do you need more information about – besides products?
  • What best practices do you need help discovering?
  • How can we best deliver content to you?

Validate

Survey a larger group of HCPs to confirm what you’ve learned through interviews. 

Ask: 

  • Are these topics indeed valuable to you? 
  • Which are the most important to affect your ability to perform?
  • What are the best methods for delivery?

Refine

You may already have access to this type of research, otherwise this research and validation can be done within a couple of months. The data will be incredibly valuable to help you develop a plan for a virtual content toolkit. This will be the new foundation on which you will equip your sales team to become trusted advisors to their HCP customers.

Develop a Fully Virtual Messaging Toolkit for Marketing to Healthcare Providers

Like all of us, HCPs are facing difficult challenges and transition – but with the added complexity of caring for some of the most vulnerable members of our community. Their work is – quite literally – life-or-death. 

This stress point is a major opportunity for commercial teams to develop resources and support content to enhance their ability to perform at their optimum levels. And it all starts with the findings you uncovered from the interviews and surveys. 

Planning the Healthcare Provider Marketing Toolkit

Based on the information you’ve gleaned from the market, you now have enough information about what HCPs want – and how they want to receive it. 

There are many ways to develop a content toolkit, but there are a few things you must include:

  • Topic pillars. The topics you’ve identified from your research that HCPs want and need from you. 
  • Messaging Arcs. At the highest, and most succinct, level – what is the primary message you want to convey through each topic area?
  • Assets. The content, like videos, presentations, or slides that you will produce for HCP consumption in each topic area.
  • Distribution & Insight. How you will distribute the content to HCPs in a simple experience that allows you insight into their engagement.

It is this last item – Distribution & Insight – that provides the greatest opportunity for your sales team. That’s because if you choose a distribution method that not only delivers content, but tracks HCP consumption and behavior, your team will be able to clearly prioritize outreach. Plus, they will be equipped to lead with a targeted message for every interaction.

Enabling a Content Toolkit

So what does it take to build out this toolkit, and to distribute it?

For clients using Ready by ArcheMedX, most of the work has already been done by your team in developing the messaging arcs and assets themselves, based on the topic pillars. 

Distribution and behavioral analysis is handled by the Ready platform, but there are other tools that you can use to create a more basic content portal for your HCPs and more limited options to assess their engagement. 

The critical requirements that you must have in any tool are:

  • Ability to quickly deliver multiple types of content on-demand. Expecting HCPs to adhere to a scheduled webinar or to consume one form of content will reduce engagement.
  • Ability to not only track, but analyze, HCP interaction and engagement with the content. Human behavior is revealing and the behavior HCPs show around your content can be illuminating.  
  • Consumable insights that show which HCPs are ready for interaction with the sales rep, and more specifically how reps should prepare for and focus the interaction.

Building these assets and developing the toolkit will take some time, but once planned, it is an ideal opportunity to begin transitioning your sales team into their new approach to virtual selling. 

Give Your Sales Team a Deep Understanding of the Toolkit

To truly transform your sales team into a group of trusted advisors, you will need to equip them with knowledge and confidence across your content toolkit, using your chosen technology and tools, and how to sell consultatively. 

But on your team are a lot of different personalities, who are located in diverse locations, who all learn at different paces, have various learning styles, and are interested in different aspects of the content.

For these reasons, it’s ideal to deliver transformational sales content to these reps virtually, and on-demand. For more information on how to do this, we’ve prepared a new whitepaper to guide you through this process.

Launch Your Content Toolkit and Reveal Healthcare Provider Insights to Your Team

You already have a good idea of what HCPs want and need to be successful, based on the early research. And you’ve worked hard to do a great job of meeting their needs with your content toolkit. 

The final step is to roll it out to your HCP territories as a new set of content that will support them as they move forward with the changes they must make.

But though releasing the content toolkit may be complete, the benefits are only just beginning. That’s because the digital marketing to healthcare providers with such content opens up unlimited capability for you to glean insights on each contact’s behavior.

Upon launching your content toolkit you can utilize a variety of data products to identify general engagement trends. If you’re using a more advanced analysis tool like Ready by ArcheMedX, the platform’s predictive insights will enable you to discern individual HCP preferences and behavior based on how each HCP engages with specific topics and resources. With these insights, your sales team can strategically approach how they interact with each HCP using a targeted message or resource. 

Perhaps an HCP hasn’t been a high prescriber previously? Content toolkit insights will reveal if that’s because they lack understanding and need help. 

Perhaps an HCP has recently dropped their level of prescribing? Insights could show that they may have understanding, but lack confidence in when your treatment is best prescribed.

Perhaps an HCP has been a high prescriber and engages with everything you provide in your toolkit. This could be an ideal HCP to highlight for new content as a testimonial or health influencer.

These are just a few examples of the new types of insights the trusted advisor rep can use. And armed with this information, they’ll be able to better understand their HCP territory, prepare for every call with specific information that will add value to the HCP’s practice, and fully transform into a virtual selling powerhouse.

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Clinical Innovations Summit has gone virtual in 2020 – join us there!

Most, if not all, industry events have gone virtual in 2020. Clinical Innovations Summit is the most recent one to convert to an online setting, and it’s now combined with SCOPE Europe, usually held in beautiful Barcelona, Spain.

The ArcheMedX team is excited to be a cornerstone of this year’s Clinical Innovations Summit content – as we shine a spotlight on the innovation that must take place in our industry to move us past COVID.

On Wednesday, 11 November, our own EVP of Product and Clinical Solutions Kelly Ritch will team up with PRA Health Sciences on a session titled:  How PRA Health Sciences Virtualized Clinical Operations Performance Management.

This session will cover the reality that for many clinical operations teams, the amount of time spent on evaluating, discussing, and remediating team performance is overwhelming. However, PRA Health Sciences sought to virtualize performance management in order to: 

  • Better understand team members’ actual performance and ability to grow in their role
  • Help managers to prioritize team members’ remediation more accurately
  • Reduce workload by identifying unnecessary review activities
  • Streamline and automate individual remediation and upskilling

Join this session to learn how PRA built the business case for this undertaking, the process they used, and the outcomes they’ve realized from success.

Also on Wednesday, our CEO and Co-Founder Joel Selzer will join other industry experts on a break out panel titled: New Approaches to Improving Site Selection.

In this live breakout, the panel will discuss topics across three main areas:

  • Data: Novel data types and overcoming challenges to maximally leverage them
  • Relationships: Collaborations with internal and external groups, success stories, new opportunities to build valuable relationships
  • Wisdom: Challenges with bringing prior learnings to bear on future site selection planning and success stories in overcoming them

The Summit for Clinical Trials Operations Executives Europe (SCOPE Europe) and Clinical Trial Innovation Summit have become a combined two-day event serving clinical innovation leaders, clin ops execs, functional heads, category managers, and those responsible for the planning and management of clinical trials in Europe and the Rest of the World.

The event features 8 keynote presentation and panel sessions, five conference tracks, interactive breakout discussion groups, and networking.

We’ll also be available within the conference site throughout the event for discussion.

See you online!

PRA Health Sciences to Present with ArcheMedX at Clinical Trial Innovations Summit 2020

ArcheMedX today announced its on-going collaboration with PRA Health Sciences in a highly anticipated joint case study at the 2020 Clinical Trial Innovations Summit.

On Wednesday, 11 November, Kelly Ritch, EVP of Product and Clinical Solutions at ArcheMedX, will join Susan Zakarian, Sr. Manager of PRA Health Sciences to co-present a session titled:  How PRA Health Sciences Virtualized Clinical Operations Performance Management.

This session will explore how PRA Health Sciences continues to transform performance management across clinical operations by embracing a virtualized approach that identifies leading indicators of readiness to predict and improve performance in the field. PRA Health Sciences chose to partner with ArcheMedX in order to: 

  • Better understand team members’ actual capabilities and potential to grow in their role
  • Help managers more accurately identify and focus on team members’ areas of demonstrated need 
  • Reduce workload by replacing time consuming evaluations with a standardized, data-enabled solution
  • Streamline and automate individual remediation and upskilling

In the discussion, Ms. Ritch and Ms. Zakarian will reveal how PRA built the business case for this undertaking, the process they used, and the outcomes they’ve realized from the on-going success.

The Summit for Clinical Trials Operations Executives Europe (SCOPE Europe) and Clinical Trial Innovation Summit have become a combined two-day event serving clinical innovation leaders, clinical operations executives, functional heads, category managers, and those responsible for the planning and management of clinical trials in Europe and the Rest of the World.

The event features 8 keynote presentation and panel sessions, five conference tracks, interactive breakout discussion groups, and networking.

[Updated] You can now access the final presentation on-demand: https://www.info.archemedx.com/virtualize-clinical-operations-performance-management

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Women of Color in Pharma Launches “Ally is a Verb” Learning Activity with ArcheMedX

Women of Color in Pharma (WOCIP) has emerged as a leading organization teaching our industry how to empower women of color through bold action.

Their value to all of us is best explained in their “Our Why” statement, where they commit to “Creating a nurturing and safe environment for self-reflection and discovery amongst Black and Latina women to foster personal and professional growth that will address a critical gap required to promote innovation and leadership.”

Through many initiatives, not least of which is their annual conference, WOCIP has been a leading voice to promote the professional growth and development of female leaders of color in the pharmaceutical industry.

And now, ArcheMedX is honored to announce our partnership with WOCIP. We commit to amplifying their voice and their mission, through both support as a member, and as an active ally.

And as an ally, we want to highlight WOCIP’s first learning activity powered by ArcheMedX on the Ready platform, “Ally is a Verb.”

This learning activity, anchored by WOCIP’s recent panel discussion, is infused with valuable resources and tools and serves to illuminate the experiences and perspectives of Black and Latina professionals. This learning experience also exposes the responsibilities and opportunities that white and male allies have to elevate and support women of color in their professional journeys.

When ArcheMedX committed to take action to uplift and amplify Black and POC voices in recent weeks, we sought out new partners and specific opportunities. This partnership is just one way that we seek to take positive action where we have influence.

“WOCIP has been instrumental in the growth of so many admirable leaders in the pharma industry, and we are committed to amplifying their voice and the need for allyship. The time for dramatic societal change is long overdue, and the entire ArcheMedX team is aligned in this mission and honored to play a more active role. ”

We will continue to seek additional ways to support the Black community, and we urge others to do the same.

As we stated before, there is no excuse for discrimination and mistreatment of anyone, especially because of their race, gender, sexual orientation, disability or any other characteristic.  We must ALL commit to taking action and that begins in our own small corner of the world.

The Virtual Clinical Trial Start-Up: How to Make It Work

Making it through the clinical trial start-up process is critical for any study – and takes a lot of effort under normal circumstances. But today, with the need to conduct more and more clinical operations remotely – it’s even more challenging. 

The good news is that there is a way forward, because as our recent survey and report revealed, study start-up is a priority for virtualization.

Since we can’t rely on the procedures we’ve used for years, how do we resume or start-up a trial in this new virtual world with new untested processes? How do we do it right? Let’s take a look at some actionable steps.

Deliver the Investigator Meeting with Virtual Meeting Technology

Our recent report revealed the PI meeting is a major target for a digital enablement. Prior to COVID-19, only 33% of the respondents to the survey felt PI meetings could be conducted virtually. But now – 65% of Sponsors believe that a virtual meeting can be just as — or even more — effective as a face-to-face one.

If you’re preparing to make this a capability in your organization, don’t make the mistake of thinking you can just repurpose your standard PI meeting content and deliver it via a web meeting tool. To really succeed with a virtual meeting, you will need to transform the agenda and design a different overall experience.

65% of Sponsors believe that a virtual meeting can be just as — or even more — effective as a face-to-face one.

If you’re preparing to make this a capability in your organization, don’t make the mistake of thinking you can just repurpose your standard PI meeting content and deliver it via a web meeting tool. To really succeed with a virtual meeting, you will need to transform the agenda and design a different overall experience. 

There are four key steps you should take to effectively virtualize the investigator meeting, all of which we describe fully in our recent blog “Running a Virtual Investigator Meeting in 4 Steps.”

To summarize, those four steps are:

  • Get your technology right. There are numerous technologies you can use to deliver a virtual meeting – from those that are specialized for clinical trials to those that just host a video. Make sure you choose the right one for your purposes. 
  • Plan and deliver a virtual-first agenda. Moving to a virtual meeting does raise the risk of losing your audience faster. Make sure you rework your content in a way that will improve attendee engagement and the outcome of your meeting.
  • Evaluate learning with analytics. A key benefit of digitizing content delivery and training is the rich data! Be sure to take advantage of the insights you can glean. For example, these data can inform site selection, site initiation, and monitoring decisions.
  • Demonstrate the effectiveness of your virtual meeting. If you’re putting in the work, take advantage of the outcomes downstream – for example, in proving you were more effective in site selection.

Inform Final Site Selection with Data from the Virtual PI Meeting

Our COVID-19 report showed half of respondents sought to use virtual methods exclusively for site selection, In fact, 70% of Pharmaceuticals respondents said they plan to replace in-person activities with virtual delivery for this important clinical trial start-up activity

This could mean great things for clinical trial start-up timelines. The average time to form a site list is around 2-3 months. The biggest benefit of virtualizing how you assess and select investigators and sites is speed. You can deliver it faster when you eliminate travel and dramatically improve decision making by gathering intelligence about the attendees and their readiness earlier. 

So how do we do this? Normal procedures involve the PI meeting as well as an on-site evaluation of the facility and staff. We can virtualize so much of that process using a virtual training platform like Ready, which offers assessment capabilities that greatly increase your likelihood of selecting the most capable sites.

Using a tool like this allows you to answer the critical questions for selecting the right sites to start-up, like:

How prepared is the site to recruit the right study patients? 

This is a critical priority in site selection, and the easiest to validate with a virtual process. For example, our clients use Ready to deliver content virtually to not only train – but also assess investigators and sites on their understanding of the protocol, eligibility criteria, familiarity with the patient population, and other indicators. This paints a truly accurate picture of whether a site can enroll. 

Does the site have qualified and sufficient personnel to conduct the study? 

Again, with a virtual model, you can more easily engage and evaluate additional site personnel beyond the PI to better assess (at scale) the capabilities of a site’s study team. Delivering training and assessment via a virtual, on-demand model allows you to be more inclusive and provides site personnel more flexibility to participate at a time and place that fits their already busy schedules.

Can the site use the electronic equipment and systems required? 

In a virtual model, you can deliver targeted training and evaluation around the use of critical electronic systems and other equipment more effectively to the right site personnel, increasing the chances for better start-up execution.

Utilize the blend of a virtual assessment with the delivery of study content to create a more informed site selection process. In the past, many trial teams had to rely on too little data or subjective information in choosing sites for a trial. 

Today, with virtual site selection methods – you don’t have to be limited. Let the data point you to the right sites who are ready to enroll and conduct the study.

Site Initiation Visits Can Go Virtual, too

Once you’ve selected your sites, we know there’s still a lot of work to do to activate them so they can start enrolling. Creating a virtual process to do this will help you in both the short-term and future studies. 

And it’s an area that the industry is focusing on: across our recent survey, 84% plan to increase their use of virtual delivery of training during site initiation. 50% overall plan to replace in-person meetings wherever possible for the SIV.

84% plan to increase their use of virtual delivery of training during site initiation. 50% overall plan to replace in-person meetings wherever possible for the SIV.

There are major tasks you can virtualize here: documentation, site staff training, and the site initiation visit itself. There are numerous tools to help you acquire necessary documentation and contract agreements from the sites, for example, which reduces time a great deal. 

But training the site staff and effectively virtualizing the meeting are areas of site activation that have remained manual for far too long. It’s a perfect use case for the deployment of remote and virtual technologies. And – if you’re planning to take your PI meetings virtual, you can and should use the same technology you adopt there for virtualizing the site initiation visit. By doing so, you can:

  • Create efficiency and scale (reduce travel, optimize staff assignments)
  • Reduce the work necessary to develop and deliver the training
  • Ensure consistency in what site staff are learning and evaluate their actual preparedness
  • Quickly identify risks in specific sites and staff ahead of the site initiative visit
  • Enable trial leaders to focus on the most critical study objectives for each site
  • Complete visits faster and with better outcomes – so that sites can begin enrolling patients sooner

In order to successfully virtualize your SIV, you need to consider the steps we wrote about recently in our blog on preparing your content for virtual training

Start with objectives for your site staff training. An example of an objective could be: “Site staff must be able to disqualify a subject that doesn’t meet criteria.” By starting with the objectives you wish to achieve, you can refocus every additional step you take to get there. 

Create your agenda with the objectives in mind. Create an outline – and tie each step in your outline back to your objectives. Protocols are rarely optimized for staff, doctor, or personnel consumption, but your training must be.

Use multimedia to encourage site staff engagement. Charts, graphs, and simple images are all effective to engage people visually with concepts.

Reduce your workload by reusing resources – and linking them in. You can encourage curiosity by adding additional, optional resources to your curriculum. It’s likely you’ve used some in creating your content already – so share what you already pulled! 

Use scenarios instead of multiple choice questions to assess decision making. You probably did case studies or an exercise in a large group at investigator meetings previously. Use the same activities for site staff to retain consistency. 

If you need to engage site staff over time, build in a follow up plan to encourage retention. Perhaps it’s a weekly email with a scenario, asking them to apply it. Or a short poll you send asking for responses each week to engage their memory.

Getting the Clinical Trial Technology Right

I’ve mentioned the technology you use a few times in this article. It’s critical that you select the right tool for your purposes. 

If you’re going to invest the time and resources in making the clinical trial start-up activities virtual, you want the resulting outcome to be a foundation for the future. And our recent study reveals that most of the industry is going this way:

  • 74% are adopting technology that supports virtual activities everywhere possible
  • 49% are converting all clinical operations meetings to virtual ones.

If you want to get the right clinical trial solution for the job, we’ve created a simple checklist that can help you.

Make the Clinical Trial Start-Up Your Priority

The trial study start-up is a complex set of processes, with many steps and people involved. The more complex the protocol, as well – the more risk there is to the timeline. 

And if study timelines are not met in the trial start-up, it greatly impacts the likelihood of missing other study milestones in the future. This is why it’s so important to prioritize the virtualization and efficiency of the clinical trial start-up. The ability to make many of these processes virtual will reduce preventable delays, and likely surface the risk of others so they can be avoided.

Technology has become the cornerstone for most of the workplace today, and now the clinical operations industry is moving to virtualize across the trial lifecycle. Want more information about the clinical trial start-up trends in the survey? The report is available now