HRW Coordinating BHBIA Digital Members’ Exchange Forum06.09.2016
We were delighted to have been invited by the British Healthcare Business Intelligence Association (BHBIA) to coordinate their annual Summer Members’ Exchange Seminar.
The theme for the event is close to our hears; it’s ‘the 360 degree digital sale’; looking at how digital technology has affected the way pharmaceutical companies connect with customers, and how we as market research professionals can get an accurate picture of what media channels and what messages are best able to resonate.
To tackle the topic, Katy Irving (Research Director and Head of Innovation) has invited a series of speakers to present with the aim of giving delegates on a 360 degree view of the pharma marketing loop. The session begins with the pharma viewpoint, which channels are selected, how content is prioritised, and how this compares across companies. Then we look from the HCP perspective, with an overview of how HCPs are using digital technology and a personal perspective from a GP about how and when she uses digital technology, and what gets her attention. Finally, we close with a couple case studies of how robust qualitative and quantitative methodologies have captured an accurate portrait of customer channel use patterns to cultivate actionable feedback for the pharmaceutical companies to effectively target and develop their campaigns to optimise resonance.
We are grateful to our presenters for their participation in a multifaceted and thought-provoking day and hope you will be able to join us.
For more information, please visit the BHBIA website