Success in Medical Omnichannel: Input, Lead and Outcome Measures
With the spotlight on how best to measure and demonstrate the value of Medical Affairs, omnichannel activities are also coming under close scrutiny. To ensure that you lead in the deployment, delivery and analysis of your omnichannel solutions, we share our process for delivering impact and alignment with business objectives in our second article on Success in Medical Omnichannel.
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So you have taken the first steps in developing your medical omnichannel strategy as described in our previous article. You should understand the strategy of your company, therapy area or brand, its objectives and how the Medical team will contribute to achieving it. You know your customers’ Jobs to be Done and their Pains and Gains.
Before you leap into the excitement of deploying channels, training field medical, running medical meetings (F2F, virtual or hybrid), creating emails and adverts (for either organic or paid channels)…pause for a moment.
How will you know that your activities are contributing to delivering the business objectives?
How will you know when to make changes instead of waiting until the end of the year to find that you have under or overshot the target?
This is where a framework of Input Measures (your activities), Lead Measures (early indicators of impact) and Output/Lag Measures (your business objectives) comes in useful.
In our experience, one of the key stakeholders for you to engage with is your business’ analytics or insights team.
Have they got a dashboard you can adapt for medical use that can pull in the data for your Input, Lead and Outcome framework?
If not, can they help you build one or provide data analyst support?
It is essential that the dashboard is simple, easy to filter and only provides information that you will act on. At LUCENT, we pride ourselves on our data analysts and expertise in data narratives – contact us here to bring this excellence to you.
Once you have this dashboard, this should be reviewed regularly, depending on your activity rates. We would recommend at minimum once per month, ideally once a week. And each time asking yourself:
Do we have any data gaps – either Quantitative or Qualitative?
Are we including feedback from the field?
Are our audiences engaging with the channels we have chosen?
Is the content relevant and resonating?
By answering these questions, you will be able to decide whether to continue, pivot (e.g. changing channel/content mix) or stop your activities and programmes. No activity should be excluded from scrutiny, if it is not delivering then it should be halted or changed.
Don’t be afraid to make decisions, even with data gaps. We have seen the damaging effects of both medical and marketing teams say: “The data is not 100% complete so we won’t make a decision”. By the time the perfect information has been gathered, the world has moved on.¹
“Perfection is the enemy of progress”
Winston Churchill
Once this Input, Lead and Output framework in is place, you are ready to get started on creating your content, delivering your programs and collecting the data. To do this successfully with the necessary support, resources and capacity, we believe there are some critical change management steps to take. We will cover this in our next article: Success in Medical Omnichannel: Getting the right Mindset, Skillset and Toolkit.
Stay tuned for this article or reach out to us today to get started now on your Medical Omnichannel objectives and measurements.
References:
¹ Navigating the New Medical Affairs Landscape. Quote from Phil Dourado, The 60 Second Leader: Everything You Need to Know About Leadership: “By the time your perfect information has been gathered, the world has moved on” in https://youtu.be/lWicyDHr6nc?si=7KK7J5mL1ZmwMSd5. Accessed July 2024
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