Hybrid trials, more digitization, and personalization: Greenphire looks ahead to 2023

The pandemic has drastically altered the terrain for clinical trials – sites, sponsors, and participants alike – from financial hardship to a significant surge in tech-driven digitalization. Outsourcing-Pharma caught up with Greenphire’s CEO, CPO, and AVP of Product Management to get their one big prediction for the year ahead:

1. Jim Murphy, CEO: Hybrid clinical trials remain on top as they are not one size fits all​ ​

“Over the past few years, we’ve heard a great deal about the rise of decentralized trials (DCT). In 2023, I predict that the industry will focus less on DCTs and place a heavier focus on strengthening the site-patient relationship. The site will remain the central stakeholder of a clinical trial but with a greater emphasis placed on the notion of heightened flexibility for the participant.

“We will see further adoption of innovative tools that offer options related to receiving care and completing trial activity while keeping the site in control and enabling them to maintain and even increase efficiency. By empowering sites to better support their participants through versatility of care, we as an industry can drive towards stronger recruitment efforts, greater engagement and improved retention, resulting in overall trial optimization.” – ​​

2. Kyle Cunningham, Chief Product Officer: Clinical trial sites will continue to digitize​​

“Clinical trial sites face a host of challenges when it comes to keeping trials moving along. While technology is designed to benefit sites, they often feel overwhelmed by the sheer number of technologies that are required for a given trial. In 2023, I believe we will see a concerted effort from sponsors, CROs and solution providers to integrate technology platforms and workflows.

“For example, sites will benefit from data-driven processes, such as participant payments being automatically triggered via EDC data or completion of participant activity within their ePRO. Through the integration of site platforms, we can eliminate administrative burdens, increase efficiency and empower sites to provide better care and support for their participants.”  – ​​

3. ​Ashley Leuthe - Associate Vice President, Product Management: Clinical trials become even more personal​​

"In 2023, it will be important for sponsors and CROs to establish a well-thought-out technology, data and integration strategy that lays the foundation for a hyper-personalized patient experience. A key obstacle is that each market has varying requirements (e.g., data privacy, regulatory, banking) as well as expectations and needs.

“Even within a particular market, patients' preferences and ways of interacting can differ. Therefore, solutions that enable better patient engagement, must have a global focus with regionalized capabilities and patient-level flexibility.”