Using outcome measures to guide engagement decisions

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.

The examples cover three approaches. Short surveys during HCP visits assessed changes in knowledge and helped teams review contact frequency and content. A weighted engagement model in the CRM identified hot leads for representatives. Interactive questions tested message recall, understanding of patient profiles and perceptions of brand positioning.