Centering Site Experience to Accelerate Study Activation

In a recent video interview with Applied Clinical Trials, Brian Mallon, Executive Vice President, Site and Patient Solutions at ICON, discussed why site activation timelines continue to lag across the industry and what operational changes could help reverse the trend. Drawing on findings from a recent global survey, Mallon outlined how prolonged contract and budget negotiations, communication gaps, and increasing protocol complexity are contributing to startup delays. He explained how greater standardization, earlier and more meaningful site engagement, and the thoughtful application of AI and automation—particularly to reduce administrative burden—can accelerate activation without adding complexity for sites. Mallon also emphasized the importance of maintaining momentum during startup, adopting more site-centric practices, and strengthening bi-directional communication to better support site staff while improving overall study efficiency.

The below interview transcript was lightly edited for clarity.

ACT: What changes in sponsor or CRO practices could better center the human experience of site staff while accelerating study activation?

Mallon: Refocusing on what the site needs is essential. A genuine partnership with sites—understanding their needs, providing clear timelines, and supporting them with appropriate resourcing—is foundational.

We’ve talked a lot about patient centricity, and rightly so, but site centricity is equally important. How do we work with sites in a way that enables them to be productive, engaged, and successful? Listening to sites and valuing their expertise benefits everyone.

Meeting sites where they are—within their systems, workflows, and technology—is something we’re deeply interested in exploring further at ICON. That human-level engagement is an area where the industry can continue to improve as we look ahead to 2026 and beyond.