2010 Web Seminar Series
Assuring Research
Buy-In Throughout the
Clinical Research Site
Presented by:
Greg Brigham, Ph.D.
NIDA CTN
Ohio Valley Node
Jack Chally, M.B.A.
NIDA CTN
Clinical Coordinating Center
Produced by Liz Buttrey, NIDA CTN CCC Training Office
"This training has been funded in whole or in part with Federal funds from the National Institute on Drug Abuse,
National Institutes of Health, Department of Health and Human Services, under Contract No.HHSN271200522081C."
Training Outline
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Preparation for buy-in
Developing and motivating as part of the team
Team development stages
Overcoming communication challenges
 Troubleshooting as a team
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What’s Buy-in?
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Buy-in
 The commitment to achieving a shared goal.
 What
are the shared goals
 Who are the stakeholders
 Who facilitates the process and how
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How is Buy-in Achieved
More Effective Methods
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Communication
Less Effective Methods
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 Personal Communication
 Ongoing communication
 Tell the study trial story
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Collaboration
Enthusiasm for purpose
Involves entire site
Communication
 E-mail notification
 One time or limited
 Overly scientific or research
centric
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Expectation
Demanding
Limited involvement
 Management only
 Obligated staff only
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What buy-in methods
have you experienced?
What worked? What didn’t work?
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Who Needs to Buy-in?
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Core research staff at the site
 Research Assistants
 Site PIs
 Site Coordinators
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Clinical staff involved in the research
 Clinicians/Counselors involved in the study
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Clinical staff affected by the research
 Program counselors and clinicians
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Who needs to Buy-in?
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Administrative & Management staff
Continued..
 Program managers
 Executive staff
 Board members
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Support staff members
 Reception
 Intake staff
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Others
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Model for Achieving
Buy-in at a CTN Site
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Initial communication during site selection phase
 Brief description of study importance
 Why this site is being considered
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If not selected – communicate why
After site is selected
 All hands protocol overview training
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Recommend overview slide set be created by the LT and the CCC
 Assure consistent communication throughout study sites
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Prior to site launch
 Detailed meetings and planning regarding specific study
implementation and monetary implications at the site
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A new initiative without staff support is like dough without yeast: Work as you might,
you'll never get it to rise to success….Scott Whitaker
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Developing and Motivating
as Part of a Team
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In person conferences & discussions
 Available to all staff
 multiple

sessions may be required
Specific time points
 Pre and post site selection
 Prior to endorsement
 Ongoing progress updates
 Monthly
managers meeting
 Brown bag (lunch) updates
 Link to the buzz
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Developing and Motivating
as Part of a Team
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Communications options
 The right mechanism
 In-person,
conference call, handouts/brochures,
one-on-one, or small group settings
 The right tone
 Enthusiastic
 Open
 Straight
forward
 The right timing
 Customizable
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Developing and Motivating
as Part of a Team
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WIFM (What’s In It For Me) - Target message to
the audience
 Value to the Community Program (site)
 Value of research for all staff
 Benefits to research participants
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Sell the Study and the CTN
 Explanation of CTN structure and mission
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Research to Practice
 Project relation to CTN mission
 Initiation or expansion of the relationship to the CTN
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So what does success or lack of
success look like?
Thoughts or examples
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Management
Administrative
& Support
Staff
Clinical Staff
Affected
Clinical Staff
Involved
Core Study
Staff
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Seven C’s of Team
Building*
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Clear Expectations
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Study staff roles clarified
CTP staff roles clarified
Interaction and communication between groups clarified
Context
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Study mission in relation to CTP mission
Potential impact of the trial
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Locally (CTP, Region)
Nationally (Policy)
Funding (Continuation after research)
* Adapted from the Twelve Tips for Team Building: How to Build Successful Work Teams by Susan M. Heathfield
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Seven C’s of Team
Building*
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Commitment
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Study staff commitment to CTP/Site practices, policies, and
procedures
Institution staff commit to supporting the study staff and the
research trial
Shared vision or goal
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Provide milestones toward vision/goal
Competence
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Study staff confident in training, support, and capability to conduct
research
CTP/site staff are confident in the research staff’s ability to conduct
research trial and motivated to support
* Adapted from the Twelve Tips for Team Building: How to Build Successful Work Teams by Susan M. Heathfield
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Seven C’s of Team
Building*
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Collaboration/Communication
 Study & CTP staff understand that
collaboration and ongoing communication are
vital to research project success
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Creative value
 Study & CTP staff recognize the
value/potential value of research outcomes
and the participation in research
* Adapted from the Twelve Tips for Team Building: How to Build Successful Work Teams by Susan M. Heathfield
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Seven C’s of Team
Building*
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Consequences
 Study staff appreciate and try to mitigate any
potential consequences on CTP staff that
may arise from the research study
 CTP staff understand the consequences and
benefits of introducing an additional research
study at the facility
* Adapted from the Twelve Tips for Team Building: How to Build Successful Work Teams by Susan M. Heathfield
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True communication is only accomplished through
consistent and sustained effort.
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Communication Challenges
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Organizational Structure
 Clear structure representation
 Communication plans
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Perception of Research
 Any personal bias against
research
 Not my job, man
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Communication Challenges
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Message scope for audience
 Value added for the audience
 The right details for the right group
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Proximity
 Close the gap
 Go to them
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Workload
 Motivate audience to make time
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Listening
 Are you talking to or talking with them?
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Communication Challenges
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Learning styles
 Visual, Auditory, Experiential
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Information Overload
 Kiss – keep it simply simple
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Meeting Format & Flexibility
 Understand conflicting priorities
 Offer a variety
 Vary media
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What have you found effective in
overcoming communication
challenges or barriers?
What worked? What didn’t work?
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Key Elements for Achieving
Buy-in
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Genuinely enthusiastic about the project
 Who is your champion?
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Knowledgeable individual who is on the ground at the site
Effort
 Have a plan
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Site and Node level communication plan
Continued meetings between site study staff and
general site staff
Communication regarding recruitment goals,
targets, & strategies
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Clinical Trials Network ∙ Dissemination Library
National Drug Abuse Treatment
A copy of this presentation will be available
electronically after the meeting from:
CTN Dissemination Library
http://ctndisseminationlibrary.org
and
NIDA Livelink
https://livelink.nida.nih.gov
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