Metrics to meaning: demonstrating the value of medical communications

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Presented by

Scott McGregor, Allergan, Lynda Chang, Complete HealthVizion, David Pearce, Complete HealthVizion, Dominic Tyer, pharmaphorum

About this talk

Medical affairs and publications teams are under increasing pressure to demonstrate effectively the success of the medical communications activities they undertake. Naturally, there are a huge number of metrics that could be used to measure and demonstrate medical communications value. The challenge is to identify, and track, those metrics that really matter, and ensure this information is interpreted effectively. This pharmaphorum webinar, which will be held in partnership with Complete HealthVizion, will look at how to measure medical communications activities, how to continue with what is successful and how to change what isn’t working. This means identifying what can be measured, both in terms of reach and engagement as well as behavioural impact, deciding what ‘great’ looks like and how best to define success. The expert panel will also look at how behavioural science can provide a framework to develop smarter communications and, ultimately, drive better patient outcomes. This Metrics to Meaning webinar will take place on Wednesday, 23rd January, at 15:00 pm GMT (10:00 EST) and will teach you how to measure the effectiveness of different types of medical communications programmes. Interacting with the panel will also allow you to learn about a range of practical approaches to implementing metrics, including: • Innovative ways to measure medical communications value and success • How to help medical affairs and publications teams demonstrate greater value • How to optimise tactical outputs year on year • The importance of demonstrating and measuring behavioural change In doing so they will also discuss the role of behaviour and the implications of this for measuring success.
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