MeasurementData and analytics
Using outcome measures to guide engagement decisions
Examples from several life sciences engagements
The challenge
Coverage and frequency show how much activity took place. Teams also need to understand what HCPs learned or changed during a campaign, before longer-term market results become available.
What we delivered
We combined in-visit surveys with measures of knowledge change, frequency and content. Weighted CRM engagement identified hot leads; interactive formats assessed recall, patient fit and brand position.
What changed
- 3×
- Reported impact of hot-lead meetings
Hot-lead meetings were reported to have three times the impact of regular meetings. Live survey insights also replaced a wait of up to 12 months. The source does not specify the impact measure, so this should not be read as a sales or ROI multiple.
A conversation is a good place to start
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