How to Make Friends (of Sponsors) and Influence People (at CROs): Relationships and Reputation are Your Greatest Asset

Ensuring a steady pipeline of study opportunities is tied closely to cultivating strong, enduring partnerships with pharmaceutical sponsors and Contract Research Organizations (CROs). Inspired by Dale Carnegie’s principles in How to Win Friends and Influence People, this article explores practical strategies to enhance these critical relationships, positioning clinical research sites for long-term success.[1]

Show Genuine Interest in Sponsors’ Goals

A cornerstone of relationship building is aligning with the goals and priorities of your sponsors and CRO partners. In the same way that “How to Win Friends and Influence People” emphasizes genuine interest in others’ perspectives, research sites benefit from understanding the specific aims of their sponsors.[2] For instance, if a sponsor is keen on fast enrollment rates, highlighting the site’s proven recruitment strategies can immediately resonate with their needs.[3] Demonstrating adaptability to meet those goals reflects commitment and enhances credibility, making it more likely for the sponsor to consider the site for future studies.

Foster Transparent Communication

Carnegie underscored the power of open, sincere communication, a concept equally vital in clinical trial partnerships. Sponsors appreciate sites that can communicate openly about potential recruitment issues, budget constraints, or protocol concerns.[4] By providing accurate and timely updates, sites avoid misaligned expectations and build trust, encouraging sponsors to view the site as a reliable partner in both current and future trials.[5] Example in Practice: One research site developed a structured update process for each trial’s progress, allowing sponsors and CROs to stay informed without needing to request updates. This proactive communication style has been a decisive factor in securing multiple ongoing partnerships, as it eases the sponsor's oversight burden and builds trust in the site’s management capabilities.[6]

Embrace Continuous Improvement and Training

As in any industry, a commitment to growth and learning is paramount. Sites that seek to improve their processes and invest in team training are more attractive to sponsors and CROs. This investment demonstrates a site’s dedication to quality and readiness to adapt to the ever-evolving landscape of clinical trials.[7] Adopting Carnegie’s idea of self-improvement can mean several actions: Process Optimization, Staff Training, and Technology Adoption. For example, a clinical research site that actively implements electronic health records (EHR) integration might offer faster and more accurate patient matching, a feature highly valued by CROs and sponsors focused on expediting patient recruitment.[9]

Cultivate a Collaborative Reputation

Carnegie’s principle of “winning others to your way of thinking” applies well to building a cooperative reputation among sponsors and CROs.[10] Sites known for flexibility with study requirements, accommodating protocol modifications, and participating in feedback loops are often favored in sponsor selection processes. Sites that navigate complex study requirements without hesitation become trusted allies in a challenging field.[11] Embracing collaboration might involve adopting a master Clinical Trial Agreement (CTA) to accelerate future negotiations by minimizing red tape, enhancing efficiency, and attracting sponsors eager for streamlined processes.[12]

Be Proactive and Anticipate Sponsor Needs

Lastly, anticipate sponsor needs before they arise. Sites that proactively address potential challenges and offer solutions demonstrate strategic thinking and an understanding of clinical trial intricacies. By developing an anticipatory approach to issues like patient retention, protocol amendments, or budgeting adjustments, sites can reduce potential disruptions, appealing to sponsors aiming for high-efficiency trials.[13] For instance, some sites now offer retention programs for trial participants, such as regular follow-ups or incentives approved by an IRB. This proactive approach shows sponsors a commitment to study completion and data integrity—key factors in securing long-term partnerships.[14]

People Do Business With People They Like

Creating lasting relationships with sponsors and CROs is achievable through time-tested principles. Showing genuine interest, maintaining transparent communication, investing in continuous improvement, cultivating a collaborative reputation, and anticipating sponsor needs can transform a one-off clinical study award into a long-term collaboration. For clinical research sites aiming to ensure a steady pipeline of new study opportunities, these strategies are essential. As Dale Carnegie might say, the journey to lasting partnerships in clinical research is not just about attracting opportunities but about becoming indispensable to your collaborators.

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Endnotes

1. Dale Carnegie, How to Win Friends and Influence People (New York: Simon and Schuster, 1936).

2. Ibid.

3. Tufts Center for the Study of Drug Development, “Site Selection and Patient Recruitment Challenges Continue to Delay Clinical Trials,” 2020.

4. Society for Clinical Research Sites (SCRS), “Understanding Barriers to Successful Site Selection,” 2019.

5. “Streamlining Clinical Trials with Master CTAs,” Applied Clinical Trials, 2021.

6. Clinical Trials Arena, “Efficiency Gains in Study Startup with Master Agreements,” 2022.

7. Carnegie, How to Win Friends.

8. SCRS, “Understanding Barriers.”

9. BMC Medicine, “Adding Flexibility to Clinical Trial Designs: An Example-Based Guide to the Practical Use of Adaptive Designs,” 2024.

10. Carnegie, How to Win Friends.

11. Pharmaceutical Outsourcing, “Doubling Down on Protocol Amendments and Deviations,” 2024.

12. Clinical Trials Arena, “Efficiency Gains.”

13. “Protocol Amendments Continue to Increase, Report Shows,” CenterWatch, 2024.

14. Applied Clinical Trials, “Leveraging Site Performance Data to Minimize Trial Delays,” 2021.