Synexus, the UK-based patient recruitment and clinical trial management business acquired by private equity firm Lyceum Capital in December 2007, has launched a general practitioner sales force in its home market.

Initially consisting of five clinical trial experts, the new sales force will call on GPs working around the seven Synexus clinical sites in the UK. “GPs are keen to be involved with clinical trials but lack the time and increasingly the specialised equipment now required in many trials”, the company explained.

Partnering with Synexus would allow GPs to get involved in testing the latest treatments without compromising their service to patients, it noted, adding that the company is looking at rolling out the GP sales force model across its sites in Europe.

Chief executive Michael Fort said extending Synexus’ outreach to GPs was “just one of several new initiatives we are putting in place to reach patients”.