Cambridge Healthtech Institute’s Eighth Annual 

Enrollment Planning and Patient Recruitment 

Successful Recruitment Planning, Forecasting, and Central Campaign Management
February 24-25, 2015 | Hyatt Regency Orlando | Orlando, FL 

Patient recruitment and up-front enrollment planning are critical to drug development programs. Patient recruitment if not adequately planned for can extend your development timeline by a number of years. Retention of patients throughout the life of a clinical trial is essential in order have complete data sets for your analysis and subsequent filings. In order to optimize both you have to have a plan. Cambridge Healthtech Institute’s Eighth Annual “Enrollment Planning and Patient Recruitment” conference will cover the topics one should consider when drafting and strategically implementing a patient recruitment plan for a clinical development program.

Tuesday | Wednesday | Track Brochure | Full Event Brochure
Stay on for Part 2: Patient Retention 

Tuesday, February 24

7:30 am Registration and Morning Coffee

8:25 Opening Plenary Keynotes

9:45 Grand Opening Coffee Break in the Exhibit Hall


10:45 Chairperson’s Remarks

Tim McGartyTim McGarty, Global Director, Clinical Innovative Services, Development Strategic Sourcing, Novartis

10:50 The Recruitment Funnel is Dead

JoeKim2Joe Kim, Senior Advisor, Clinical Development Innovation, Eli Lilly and Company

There is growing consensus that the “path to purchase” is no longer linear, and so our notions of the traditional “recruitment funnel” must also change. Come learn about the drivers of this change and the challenges they pose to your long held beliefs to patient recruitment. Enjoy collaborative discussion on how we can together overcome these challenges and use them to our advantage.

11:15 A New Era of Clinical Research Enabled by Electronic Health Records

Hui CaoHui Cao, M.D., Ph.D., Head, Health Informatics, AstraZeneca

The wide adoption of electronic health records has led to a new era of clinical research. At AstraZeneca, we have been doing a serial of projects to test and evaluate the use of EHR in clinical trial feasibility, patient identification, patient recruitment and simulation of a virtual placebo arm. We will share a successful example of using an eResearch network enabled by EHR technologies to identify and recruit eligible patients and to identify potential sites for a late stage clinical trial. This EHR-driven approach brings a new level of precision to site identification and patient recruitment processes.

11:40 Group Recruitment as a Strategy to Improve Enrollment and Retention

Steve KepesSteve Kepes, Administrative Director, Center for Research and Innovation, CoxHealth

This session will introduce the concept of group recruitment as a strategy to improve the integration of clinical research into clinical care, improve the informed consent process, and increase patient awareness and engagement. These benefits make it an advantageous approach over traditional processes, for organizations seeking to improve enrollment and retention rates. At the conclusion of this presentation, attendees will be able to recognize how the group recruitment strategy addresses common challenges impacting patient recruitment and retention, describe the 4 phases of the group recruitment process; feasibility, planning, execution, and assessment; and employ the group recruitment strategy for a given clinical trial.

12:05 pm Revealing the True Value of Patient Recruitment

Leathers_ToddTodd Leathers, MBA, Senior Director, Strategic Solutions, Acurian Inc.

This session will discuss the steady decline of enrollment rates by evaluating industry trends and determine innovative patient recruitment options for enrollment shortfalls. Included will be information comparing options in terms of cost efficiency to ensure that you secure the best system for your company, analyzing the costs and value of different patient recruitment strategies, and maximizing leverage through data, and making the business case.

12:35 LUNCHEON PRESENTATION: Leveraging Digital & Social Channels for Superior Targeting & Efficiencies in Patient Recruitment 

Tricia BarrettTricia Barrett, Vice President, Operations, Praxis Communications

With social networks, virtual communities, and patient
conversations taking over the internet, patient-centric recruitment
campaigns can benefit from engaging with patients where they already are online. Attendees will gain an understanding of how to leverage social listening to uncover these communities and conversations, as well as tips for how to create compelling messaging and impactful campaigns, all while focusing on the bottom line ROI.

1:15 Session Break


1:25 Chairperson’s Remarks
Loll_RobertRobert Loll, Vice President, Business Development & Strategic Planning, Praxis 


1:30 CO-PRESENTATION: Improving the Recruitment of Patients Into Mental Health Trials by Generating an Evidence Base

Adwoa Hughes-MorleyAdwoa Hughes-Morley, NIHR Doctoral Research Fellow, Institute of Population Health, The University of Manchester


Claire PlannerClaire Planner, Ph.D., Chair, Patient and Public Involvement in Primary Care Research, UK National Institute for Health


Mental illness is common throughout the world. Despite this, treatment development is frequently delayed by inadequate recruitment of study participants. There is a clear need for recruitment strategies for mental health trials that are evidence based. In this talk, we will present the current research evidence in the science of recruitment for mental health trials. We will then illustrate how the state of the evidence is being improved for recruiting patients into such trials, with a particular emphasis on involving real patients and the public in the design and conduct of trials. This will use an example from research funded by the UK National Institute of Health Research.


1:55 Leveraging EHR Data for Patient Recruitment: Don’t ask, Tell!

Tim McGartyTim McGarty, Global Director, Clinical Innovative Services, Development Strategic Sourcing, Novartis

The days of asking Investigators how many patients they have in an indication may soon be over. By leveraging EHR data, one can identify qualified patients that match a majority of your protocol’s I/E criteria. The list of patients derived from the data interrogation can then be presented to the Investigator by the data mining vendor to invite their patients in for consideration in the study. This session will give an update on an ongoing pilot where patients are identified through data mining and recruited, provide preliminary metrics, and to convey what is going well, and where there are opportunities for improvement.

2:20 Using Payer Data and Patient/Provider Engagement to Accelerate Clinical Trials

Van CrockerVan Crocker, President, Healthagen Outcomes, Healthagen/Aetna

Payer data, and payers’ ability to analyze it, are uniquely powerful and extensive means to determine suitability for clinical trials. Combined with a payer’s ability to touch its membership directly, these capabilities make for an unparalleled central recruiting approach. Healthagen/ Aetna have refined our approach so that clinical trial collaborations are valuable to the member, the physician, the trial sponsor, and the healthcare field at large. This presentation will offer a greater understanding of the broad value of centralized recruiting efforts and engagement strategies as well as a detailed look at how one payer, Aetna, views this as a service to its patients and providers.

Cytel2:45 Using a New Simulation Tool in Determining Clinical Trial Feasibility

Conklin_ChrisChris Conklin, Director, Feasibility Center of Excellence, Pfizer

We'll discuss the value of working with study team members to align on the range of input parameters for use in simulations and the benefits of expressing output enrollment cycle times in probabilistic terms. The EnForeSys™ software uses these inputs to generate a more realistic enrollment plan.


3:00 Refreshment Break in the Exhibit Hall

4:00 Find Your Table and Meet Your Moderator

4:05 Interactive Breakout Discussion Groups

Concurrent breakout discussion groups are interactive, guided discussions hosted by a facilitator or set of co-facilitators to discuss some of the key issues presented earlier in the day’s sessions. Delegates will join a table of interest and become an active part of the discussion at hand. To get the most out of this interactive session and format please come prepared to share examples from your work, vet some ideas with your peers, be a part of group interrogation and problem solving, and, most importantly, participate in active idea sharing.

View Detailed Interactive Breakout Discussion Groups 

5:00 Welcome Reception in the Exhibit Hall

6:15 Close of Day

Tuesday | Wednesday | Track Brochure | Full Event Brochure
Stay on for Part 2: Patient Retention 

Wednesday, February 25

7:30 am Breakfast Presentation (Sponsorship Opportunity Available) or Morning Coffee

8:25 Plenary Keynote Session

9:45 Coffee Break in the Exhibit Hall


10:45 Chairperson’s Remarks

Van CrockerVan Crocker, President, Healthagen Outcomes, Healthagen/Aetna


10:50 Practical Lessons in Operationalizing Social Media & Social Listening in Clinical Trials

Therese JohnsenTherese Johnsen, Manager, Clinical Trial Intelligence, Novartis

The Clinical Trial Intelligence team is using social scraping to gain insights for clinical trials in rare disorders: Analytical Tools can be used to identify influencers, geographic distribution, language and key areas of concern for patients and caregivers as well as trends in the media. These insights can then inform your social media campaign. This presentation will share real life experience using SM analytical tools such as Sysomos and GenPac as well as lessons learned in setting up a social listening initiative and social media campaign.

11:15 Discovering the Potential of Online Advertising for Rare Diseases: A Case Study Revealing the Outcome of an Online Outreach Campaign Across 3 Rare Disease Programs

Elizabeth MascherinoElizabeth Mascherino, Associate Director, Patient Recruitment and Engagement, Clinical Programs Support, Shire


Diane MontrossDiane Montross, Associate Director, Patient Recruitment and Engagement, Clinical Programs Support, Shire


Patient Recruitment for Rare Diseases is inherently challenging due to the already small pool of patients we seek to recruit. There is much speculation about the potential of “digitally-sourced” patients, but is there merit in this tactic? This case study will present the results of an Online Outreach Campaign for 3 Rare Disease Populations. We’ll explore the rationale, methods and how the results stack up against other more traditional means of recruiting rare disease patients.

11:40 How Listening to the Voice of the Patient Can Increase Enrollment

Taisa (Taya) SkubiakTaisa (Taya) Skubiak, MBA, Associate Director, Global Recruitment & Analytics, Bristol-Myers Squibb

The “design it and patients will enroll” approach to clinical trials rarely works in this age of complex studies that are often conducted niche populations or rare diseases. Much more effort needs to go into learning about the patients you want to recruit in order to understand what motivates them to enter and study and stay on treatment. Several strategies of how to listen to the patient will be discussed, including partnerships with advocacy groups and a unique concept called the Voice of the Patient event.

Chiltern12:05 pm Enrollment Is Open, But We Have No Drug! Making Lemons into Lemonade

Barry SimmsBarry Simms, MBA, Senior Executive Director, Clinical Operations, Chiltern

When a Sponsor announced during the investigator meeting that there was no drug available to begin enrollment as planned the next day, the study could have been completely lost. But by taking advantage of added time, previously unplanned efforts toward motivating site staff and preparing them for enrollment allowed the study team to build significant momentum and excitement. Through active efforts by CRAs, provision of new tools to aid in patient recruitment, pre-screening and pre-scheduling visits, and frequent transparent communication, enrollment was completed in a tenth of the planned time despite a 12 week delay to start. This compelling case study demonstrates how active techniques toward planning recruitment, even in the worst of circumstances, can save a study from catastrophe.

12:35 BRIDGING LUNCHEON PRESENTATION: The Impact of Online Communities and Mobile Communication on Recruitment and Retention 

Melynda GeurtsMelynda Geurts, Vice President, Operations, DAC Patient Recruitment Services


Dennis UpahDennis Upah, Executive Vice President, Enterprise Markets, Remedy Health Media



Pharmaceutical companies and their recruitment agencies can successfully recruit and retain highly specialized patient populations via outreach to key patient communities, and retain them via proven multi-media technology. We’ll showcase studies showing where the most active patients can be found online, as well as the latest research showing the power of patient-led emotional storytelling in persuading other patients to take action. We’ll also discuss a wide variety of ways to engage existing communities.

1:15 Session Break/Close of Conference

Tuesday | Wednesday | Track Brochure | Full Event Brochure
Stay on for Part 2: Patient Retention 

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