Articles

The CTMS Story: Focusing on Need

By Timothy Pratt, PhD
Originally published in Applied Clinical Trials, March 2006

So you've decided you need a clinical trial management system (CTMS). You're in the process of sourcing bids from companies that profess to offer such things. You may well have started your search by asking peers and colleagues "Who do you know that makes a good CTMS? Or searched online for CTMS and came up with a list of names. You're not alone. A recent survey of 839 key pharma decision makers indicated that 57% of those surveyed who are involved in clinical trials saw CTMS as the most important technology initiative in their area.1 But before you bask in the warm fuzzy glow of affirmation, STOP. Begin with the end in mind. You don't necessarily need a CTMS. In fact, you may actually want a 1/2-inch hole.

Beyond Drill Bits
How are a CTMS and a 1/2-inch hole the same? They both relate to what you actually need, rather than what you use to achieve it. It's an old marketing adage that "Customers don't buy 1/2-inch drill bits, they buy 1/2-inch holes." This sage wisdom is used to remind marketers (and by them to remind companies) that the focus should be on what customers actually need- in this example, a hole-rather than the product itself, which merely helps them achieve that end. Focusing on the product runs the risk of ignoring a needs-satisfying solution that may be cheaper/faster/more convenient because a product focus is inherently narrowed in on that thing to the exclusion of all else. It's an easy trap to fall into, presupposing the answer to a need is to be found in a known product.

Try going into a store and asking for sunscreen. You'll probably get exactly what you asked for. Now, go to the same store and talk about your need: facial freckle avoidance. You may well walk out with a broad-brimmed hat that will do a better job of meeting your need.

So, why don't more people take the time to talk about their need rather than a product that they think will meet their need? Two primary reasons:

  • They want to appear to be informed consumers (so they don't get taken for a ride, are respected by their peers as knowledgeable, and can succinctly explain to their manager why they need an increased budget).
  • They don't know what they don't know, but they do know (or presume to know) item X will probably work.