Marcie Goodale
Director, Strategic Accounts
Continuum Clinical
Growing a New Customer Base
For more than 25 years, Continuum Clinical has worked directly with sponsors to help enroll their clinical trials. It’s a predictable business model because the company’s customers are all essentially structured the same. But when the company was ready to grow, and grow quickly, Marcie Goodale stepped in to help explore expanding the business with a new type of client: The Contract Research Organization (CRO). These organizations are very large, with multiple stakeholders, and potentially dozens of team members around the world. This required rethinking everything from proposal strategy to contracting to communication overlaps—and a hundred challenges in between. Marcie tackled this all with enthusiasm and poise, and now the company projects CRO business to be a significant part of its portfolio for 2019 and beyond.
Not only did Marcie help establish a new customer base, over the past year, she championed the development of a new group within Continuum that will be dedicated to servicing CRO partners in their patient recruitment and retention efforts. She also helped the company to see the value in offering a CRO-specific, site support-focused model that differs from the company’s traditional offerings in order to provide customized, scalable solutions to a CRO’s unique challenges. Thanks to Marcie’s input and guidance, Continuum has developed a new service offering, further helping the company grow its business.
Through this new group, Marcie has established trusting, high-value relationships with its CRO partners that have garnered referral business—and regularly receives feedback from partners that Marcie is easy to work with, communicative, and proactive. As a direct result of her influence and dogged sales expertise, Continuum has won no fewer than six new contracts this year alone, developed a new service offering, and established a dedicated internal team for her to collaborate with to continue to grow this business for years to come.
