Screen me, please

A site's relationship with clinical trial participants starts at the initial contact.  For most sites this first contact is picking up the phone to either call or receive a call from a potential participant, and I think that in many cases the power of establishing a relationship here is grossly undervalued.

Customer service is a hallmark of any industry that sells goods to a consumer.  Just like any muffler shop, department store, or restaurant a clinical research site relies on "customers" to function and turn a profit.  However if potential subjects are left with a sour taste in their mouth after the initial screening conversation over the phone, then they may not be likely to show up for their visits or, even worse, they may spread word around that the site is incompetent and rude to their patients.  If you called a car repair shop and the voice on the other end was rude, short, and uninformative, how would you be likely to respond?  Would you be likely to take your business there?  I didn't think so.  The same goes for clinical trial recruitment.

That being said, sites should ensure that not only will phone calls be answered and messages returned within a tight time frame (think 1-2 business days), but also that the people performing these calls are friendly, able to empathize with the caller, and knowledgeable about the protocol.  I'm not saying that those who take the calls at the site become best friends with the callers, but establishing a cordial phone relationship is important to helping ensure that enrollment gets off on the right foot.  While research sites are not selling physical goods, we are salesmen in a way and establishing a long term relationship with our participants is the best way to entice return customers.  Establishing this relationship should start with the first contact.