Correspondence: Deborah Richards, Gilead Sciences Pty Limited, Level 1, 128 Jolimont Road, East Melbourne, VIC 3002, Australia. E-mail: Deborah.Richards@gilead.com

¹is currently employed by Gilead Sciences in the research and development department. She has over 10 years experience within the pharmaceutical industry in clinical research and medical information roles. This research was conducted as part of a Master's degree, which was completed before joining Gilead Sciences. The views expressed in this publication are not necessarily those of Deborah's existing employers.

²is Managing Director of medScript, a medical communication agency that supplies the Australian healthcare industry with a range of communication and advisory board management services. He acts as a consultant to several private and not-for-profit organisations. Brad is also a lecturer in the School of Human Life Sciences at the University of Tasmania. He is responsible for undergraduate teaching in the areas of anatomy, physiology, pathophysiology and pharmacology to students in nursing, biomedical science, health science and human movement studies.

Received 28 June 2009; Revised 28 June 2009; Published online 24 July 2009.

Abstract

The pharmaceutical industry is under increasing pressure to bring innovative products to market in a timely manner. Without access to information from people outside the industry, this task is more difficult. Because physicians may have a greater understanding of specific product benefits in a clinical setting, knowledge creation within the pharmaceutical industry can be facilitated through active physician participation in clinical trial design, thereby delivering more effective use of medicines. Ultimately, knowledge creation efforts may enhance the use of evidence-based decision making and improve professional practice, which in turn will promote innovation in service and product development. The study aims to examine the potential for knowledge creation through collaboration between physicians and industry representatives. Eight physicians specialising in a specific disease agreed to meet with three industry representatives who organise clinical trials. The primary endpoint for this study was to design a phase IV clinical trial with collaborating physicians that specifically addressed a medical need within a highly specialised area of medicine. After meeting with industry representatives, the physicians concluded that company-sponsored studies were not appropriate, and any potential research should be conducted on a small scale (pilot and exploratory) within a clinical setting. The collaboration formed in this study failed to produce the intended result of a phase IV research protocol. Physicians were, however, able to steer the industry representatives towards research sponsorship that would – in their opinion – best serve the interests of improved patient outcomes. These findings support the importance of knowledge creation through collaboration between physicians and pharmaceutical companies.