By Andy Broomhead, Chief Information Officer (CIO)
I’m excited to share that I am stepping into the role of Chief Information Officer (CIO) at Panthera—an exciting new chapter for both me and the organisation. Over the past few years, I’ve been deeply involved in steering Panthera’s technology transformation as IT Director. Now, as CIO, I’m proud to see how far we’ve come and even more excited about where we’re headed. We’ve embarked on a journey to ensure our clinical research services remain at the cutting edge, harnessing digital tools to make studies more efficient, transparent, and patient-centric.
This article highlights Panthera’s pioneering work with Customer Relationship Management (CRM) technology, VoIP integration, our digital patient pathway, a self-service booking system, bespoke in-house applications, a data-driven culture, and the upcoming launch of an eSource solution. As I reflect on the progress made, I’d also like to acknowledge the invaluable contribution of so many of our Team, throughout all departments and levels of the business, but in particular Derek Baker, our Marketing Director and his office and road-based teams, Karen Smith, our Operations Director, and all of her dedicated staff who collectively propel Panthera’s success.
From Couch to Clinic: Accelerating Patient Engagement
One of the most exciting developments in our digital transformation has been our ability to take prospective trial participants “from couch to clinic” with minimal delay. Traditionally, the process from first contact to a confirmed appointment could be lengthy—filled with back-and-forth phone calls, paperwork, and manual data entry. Now, we’ve put in place a system that automates this entire journey.
Through integrated digital forms and a streamlined self-service booking platform, patients can register their interest, receive instant email confirmation of the eligibility for a particular trial, and then choose an appointment slot that fits their schedule—all without leaving the comfort of their home. Meanwhile, the system automatically sends out professional (and useful) email content and SMS reminders at key intervals, keeping patients informed and motivated to attend their appointments. This end-to-end approach not only cuts down on administrative work but also ensures that participants arrive at our clinics feeling well-prepared and fully engaged in the trial process.
HubSpot CRM and VoIP Integration
At the heart of our transformation is the introduction of a fully-fledged CRM system—HubSpot. In the past, patient data lived in multiple disconnected places, making it challenging to maintain a clear overview of each potential participant’s journey. Now, with HubSpot in place, we can track every interaction, from online registrations to phone calls and email exchanges.
A major milestone was integrating our Voice over Internet Protocol (VoIP) solution with HubSpot. Any incoming or outgoing call is automatically logged and attributed to the right contact in the CRM. This saves valuable staff time that would otherwise be spent updating spreadsheets or cross-referencing phone logs. Our patient experience team can see real-time information on who is calling, what study they might be interested in, and how best to help them. This synergy means better, faster support for patients and a consistent, high-quality experience.
A Bespoke Digital Patient Pathway
Equally transformative is our bespoke digital patient pathway, which ensures that patients can quickly ascertain whether they qualify for our trials. Through secure online forms, potential participants answer screening questions to gauge eligibility. If their responses indicate they might be a good fit, they’re promptly invited to book a clinic appointment.
This digital pathway minimises wasted effort by directing participants to the right trials from the outset. On the clinic side, our staff benefit from immediate visibility of how many patients are in each stage of the funnel—from initial enquiry to screening to booking—helping us make timely and data-driven decisions about patient recruitment. The user-friendly nature of this pathway has received positive feedback, with participants appreciating the simplicity and transparency of the process.
Seamless Self-Service Booking System
One of the most significant shifts in our operational efficiency has come from our self-service booking system, which is fully integrated with our Clinical Trial Management System (CTMS). Rather than relying on email chains and phone calls to coordinate schedules, patients can choose from a set of pre-authorised clinic times directly via a secure online portal.
This feature offers multiple benefits. First, it empowers participants to take charge of their appointments, selecting the date and time that best suits them. Second, automatic confirmation and reminder emails (along with SMS notifications) reduce no-show rates and improve clinic attendance. Third, every appointment is registered in our CTMS, ensuring no duplication of data or risk of double-booking. This near-real-time schedule synchronisation helps us handle higher patient volumes while maintaining accurate oversight.
Tailor-Made In-House Applications
While commercial solutions like HubSpot form a crucial part of our digital ecosystem, Panthera also recognises that every clinical research organisation has unique needs. Off-the-shelf platforms often provide 80% of what we require, but the final 20%—the truly distinguishing features—need custom development.
To address this, we’ve cultivated a dynamic in-house development team who create bespoke applications that extend and enhance our core systems. For example, we’ve developed tailored patient screening tools that cater to specialised trial requirements, automated data pipelines that feed into analytics dashboards, and applications that help coordinate sponsor-specific processes. Having this in-house capability gives us a level of agility that’s hard to achieve with purely vendor-provided solutions. Whenever a sponsor requests additional functionality, or when new regulatory requirements emerge, our developers can build, test, and deploy updates swiftly—often within days rather than weeks.
Data at the Heart of Decision-Making
Innovation doesn’t stop at implementing new systems; it also involves cultivating a data-driven culture. Thanks to our data team, we now have dashboards that span the entire business—from marketing metrics to operational performance, and from patient recruitment figures to financial forecasting.
These dashboards give leaders a real-time snapshot of critical business areas, enabling them to make fast, well-informed decisions. If a certain trial is lagging behind in recruitment, we’ll see it immediately and can ramp up marketing efforts. If our phone lines are busier than usual, we can quickly assign additional staff to handle the load. Having this level of visibility fosters accountability across the organisation, as teams can see exactly how their contributions affect overall performance.
It also encourages more rigorous goal-setting. When you can measure something in real time—be it call response rates, patient satisfaction levels, or the return on marketing spend—you’re naturally more inclined to innovate and improve. This mindset shift is one of the most valuable outcomes of our technology transformation, and it underpins everything we do as a leading Site Management Organisation (SMO).
Celebrating the Marketing Director and Team
A substantial portion of our progress can be traced back to the relentless work of our Marketing Director and his team, spread across office-based and road-based roles. Their campaigns raise awareness of Panthera’s clinical trials, connect with patient communities, and ensure that our pipeline of potential participants remains robust.
Importantly, their efforts feed directly into HubSpot, allowing us to track which campaigns are generating the most leads and how quickly those leads transition into booked appointments—our measure of success. Through tight collaboration with our tech and data teams, the marketing team can pivot strategies in real time, focusing on the outreach methods that deliver the best results. This synergy epitomises the cross-functional teamwork that’s central to Panthera’s ethos.
The Patient Experience Team and Operational Guidance
No article on Panthera’s technological journey would be complete without highlighting the dedication of our Patient Experience Team. These all-agents handle calls, emails, and online queries, providing patients with consistent, empathetic support. Our integrated VoIP and CRM system means they can pick up a conversation exactly where another colleague left off, armed with a complete record of previous interactions.
This personalised approach would be impossible to maintain at scale without Karen, our Operations Director, whose leadership ensures that every new procedure aligns with Panthera’s core mission of patient-centric care. Karen’s meticulous oversight of clinic workflows guarantees that technology enhances, rather than hinders, personal connection. Her emphasis on compliance, quality control, and continuous improvement ensures that as we innovate, we remain fully aligned with the rigorous standards of clinical research.
Poised to Launch eSource
As we look to the future, one of the most significant projects on the horizon is our eSource solution, which will transform how data is captured during clinic visits. At present, much of the industry still relies on paper-based source documents. This inevitably leads to data transcription, additional checks, and room for human error. By digitising source documentation, we can make real-time updates to our CTMS, reduce manual errors, and accelerate data sharing with sponsors.
Rolling out eSource demands thorough staff training, robust data security protocols, and a comprehensive change management plan. However, the benefits are well worth the effort. Once in place, eSource will eliminate redundant steps in data handling, allowing clinicians to devote more time to patient care. It will also give sponsors a much clearer, faster view of trial progress, as they’ll be able to monitor data shortly after it’s recorded.
Looking Ahead as CIO
Stepping into the CIO role at this pivotal moment is both a privilege and a responsibility. My goal is to continue championing cutting-edge digital solutions that elevate Panthera’s position in the SMO landscape. However, technology itself isn’t the ultimate objective—it’s a means to better patient care, more efficient trials, and stronger partnerships with sponsors.
We will keep refining the patient journey, ensuring patients can go from hearing about a trial to booking an appointment in just a few clicks, all the while receiving timely reminders and professional guidance. We will deepen the capabilities of our in-house applications, explore new avenues for real-time analytics, and drive the roll-out of eSource to make clinical data entry more seamless than ever. At every step, we remain committed to the highest ethical standards and robust regulatory compliance.
Above all, this achievement isn’t mine alone. It belongs to every colleague who embraced the promise of change, every sponsor who trusted our capabilities, and every patient who engaged with our digital pathways. As CIO, I’m humbled by the opportunity to guide Panthera’s next chapter of innovation, ensuring that we remain at the forefront of technology-led clinical research.
With collaboration, determination, and a shared vision, Panthera will continue to blaze the trail for clinical trial excellence—leading the way with technology, and always with the patient at the heart of everything we do.
To learn more about our ongoing clinical trials—and to see if you might be a good fit—please visit our Current Trials section on the Panthera website at https://pantheraclinic.co.uk/trials/.