Published 17 November 2023
Unlocking meaningful impact metrics in medical affairs
Breaking down internal silos to establish more integrated, cross-functional teams with a unified understanding of HCP needs and behaviour would help pharmaceutical companies boost the measurable impact of their HCP engagement activity.
This was among the key points of consensus from a recent forum of industry leaders – hosted by Impatient Health and supported by EPG Health – which discussed the way forward for measuring impact in medical affairs.
Exploring findings from EPG Health’s latest research report, the Mighty Medical webinar chaired by Impatient Chief Executive Paul Simms heard that HCP insight (needs and behaviour) is the number 1 strategic priority for medical departments in 2024.
Although the research finds that 75% of pharma consider the overall effectiveness of their HCP engagement to be at least ‘satisfactory’, basic volume or “vanity” metrics have often been relied upon to demonstrate impact in years gone by. Meanwhile:
- 63% of those in medical functions find demonstrating behavioural impact / outcomes a major challenge
- <20% measure knowledge gain, behaviour change or impact in practice for most of their HCP engagement activities
- 68% think their organisation’s digital maturity is ‘adolescent’ at best
- Just 1 in 4 comprehensively share or act upon data insights
SENIOR LEADERS SHARE PERSPECTIVES
For further insight from the panellists, whose views are their own and do not necessarily represent those of their organisations, watch the full webinar recording
DELIVERING VALUE AND MEASURING IMPACT
EPG Health’s Chief Operating Officer Jonathan Macdonald and Head of Scientific Services Ben Gallarda discussed key findings from the research report and told the session that “unless we are delivering value for the healthcare professionals, then we are not going to see the impact”.
Content type, format, source and channel are all important factors in meeting the needs of time-poor, digitally savvy healthcare professionals; they demand content that is:
“You have got to have a multimodal approach in order to support the different learning styles.”
Jonathan Macdonald went on to discuss EPG Health’s approach to meaningfully determining the impact of educational programmes on Medthority (www.medthority.com), an independent website for healthcare professionals worldwide. This digital Impact Outcomes Framework provides a structured methodology to assess the fulfilment of identified educational needs.
To determine impact, he explained, core engagement metrics and ‘impact outcome’ metrics need to be considered in combination. This includes asking healthcare professionals if they have experienced knowledge gain, and if they feel more competent post-engagement.
“When you put those metrics together, you can start to identify whether you have addressed the educational need. But the most important bit is what do we then do with that?
“Armed with these insights, you can start to consider the personal requirement of the healthcare professional, identifying the content that is most relevant to address their educational need. If we are providing them relevant, up-to-date content, they will engage, they will see value and they will learn.”
CAN WE HELP YOU DELIVER MEASURABLE HCP ENGAGEMENT IMPACT?
About the author
Content Marketing Manager
Steve joined EPG Health in 2022 following a decade in journalism working as an editor and reporter across various publications in the transport, construction and engineering sectors. His main responsibility involves developing quality marketing content and campaigns for meaningful pharmaceutical engagement.
News & ViewsMORE ARTICLES