Insights
Articles and white papers for life sciences commercial and medical leaders. Read the articles here and explore the papers below.
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Mark Watson & Pieter VanderbeekenFractal Force co-founders
Join us for a practical CELforPharma course on behavioural KPIs, campaign diagnosis and measurement planning.
Learn how to assess changes in HCP understanding and behaviour, identify what your current metrics miss, and use the findings to adjust your campaigns.
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How decisions before launch shape commercial performance. The paper examines launch planning and includes the Launch Reality Report and its supporting dataset.
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22 articles and white papers
Article
Why Great Clinical Data Loses to Immediate Friction
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Why linear campaigns miss how HCPs learn, and how behavioural segmentation and cohort-level signals can guide more relevant engagement.
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Why pharma dashboards confuse activity with impact, and how to build measurement around changes in knowledge, attitudes and clinical practice.
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How decisions before launch shape commercial performance. The paper examines launch planning and includes the Launch Reality Report and its supporting dataset.
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How to define responsibility for HCP engagement across global, regional and local teams. Based on interviews with senior life sciences leaders.
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How to combine prescribing potential, adoption ladders and behavioural signals, then use the segments to plan journeys, content and field activity.
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How conversational intelligence can help teams learn from HCP discussions, and what that means for the representative's role.
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Our assessment of the priorities for HCP engagement in 2026, including trust, organisational change and the foundations needed to support new technology.
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An opt-in records permission to contact an HCP. This article explores what makes that contact relevant and welcome.
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What a rep contributes beyond delivering messages, and what can be lost when that role is replaced by a digital channel. Drawing on Rory Sutherland's doorman analogy.
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An analysis of launch performance between 2020 and 2025 and the commercial decisions that can affect it.
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An argument for designing the pharma commercial model around HCP needs and the relevance of each interaction.
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The limits of European prescription data and what they mean for segmentation, targeting and next-best-action systems.
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How small errors in measurement can lead campaign decisions off course, and how teams can detect them earlier.
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Why strategic initiatives create more work without resolving the underlying problem, and how to judge what an organisation should take on.
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A response to the Pharmageddon conference in Amsterdam, examining the gap between its diagnosis of HCP engagement and the changes proposed.
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What sales force effectiveness measures should tell you about a representative's contribution as HCP access becomes more difficult.
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Why adding channels and technology has not resolved persistent engagement problems, and how to choose channels around the customer.
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How to measure what happens between a campaign's activities and its eventual results, so teams can adjust the work while it is running.
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How fragmented data, rigid planning and unsuitable KPIs prevent teams from putting an omnichannel strategy into practice.
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What growing use of AI to find information could mean for HCP engagement, based on three charts from the report discussed in the article.
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How to make strategy practical enough for teams to use, and what needs to be removed to get there.
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