Blog

Is Medical Omnichannel Poised for Growth?

Published December 10, 2024

79% of respondents are predicting an increase in spend in Omnichannel capabilities for Medical Affairs in 2025, according to a recent TGaS survey fielded in September 2024.* This predicted increase for Medical Omnichannel indicates that there is a real need to find ways to inform, educate and engage HCPs beyond the traditional in-person channel.    What is Medical Omnichannel?  Medical omnichannel is an orchestrated approach to scientific engagement, leveraging analytics and insights to optimize educational content and channels in a customer-centric…

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Measuring the Impact of Field Medical Affairs

Demonstrating the value of Field Medical Affairs has, to date, been a challenge due to its qualitative and non-promotional nature. Traditional, activity-based metrics have missed the mark on translating Field Medical Affairs activities to tangible milestones, such as changes in HCP perception, HCP advocacy or closing critical care gaps that impact overall patient outcomes. When developing Key Medical Objectives (KMOs) and impact measurement models for Field Medical Affairs, several factors must be considered: the organization’s size, structure, specific roles, therapeutic…

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