In a study by Ashfield, an international provider of outsourcing solutions to the pharmaceutical industry, 95% of the healthcare professionals (HCPs) who responded said they expect scientific meetings to be engaging and impactful, yet only 40% claimed meetings they regularly attend deliver a positive experience. In response, Ashfield has launched its Science of Meetings approach – an insight-led formula that identifies HCPs’ educational needs and then addresses them in the most effective way through highly tailored healthcare meetings and event programmes.
The initiative has been created by experts across Ashfield’s Insight & Performance, Healthcare Communications and Meetings & Events teams, who deliver more than 1,700 healthcare events across 50+ countries per year. Its key aim is to support its pharmaceutical partners in meeting the needs of HCPs more effectively and consistently. A white paper outlining the survey data and the Science of Meetings approach is available from the Ashfield website.
Helen Hey, SVP Global Business Development for Ashfield Healthcare Communications, said: “By bringing together our expertise and the data available to us from both the study and our regular interactions with experts and prescribers, we’ve been able to better understand and profile HCPs. Using this insight we can develop personalised learning journeys for each audience, delivered with strategic meeting oversight and the relevant expertise and resource from across Ashfield.
“The new Science of Meetings approach has been introduced to all Ashfield staff across our global offices so we can clearly communicate the benefits to our pharmaceutical clients and prospects, and partner with them to make their meetings and events programmes increasingly effective in meeting HCPs’ needs. The findings outlined in our white paper are proving to be valuable to our clients.”
Andrew Winterburn, Global Business Director for Ashfield Meetings & Events, said: “We have been working in collaboration with the Ashfield Healthcare Communications and Ashfield Insight & Performance teams for quite some time now bringing together the relevant internal experts. This connected approach is a natural progression for our businesses and our clients. It connects our excellence to create and deliver insight-led, personalised HCP experiences. Key to the approach is having the strategic meeting oversight that ensures a shared vision amongst our network of experts. This approach enables us to partner with our clients to enhance insight-led, multichannel communications with HCPs across the geographies we operate in.”
Helen Hey added: “The landscape of HCP-attended events is rapidly changing and we believe we are uniquely positioned to help pharmaceutical clients stay ahead of the change and deliver against their educational objectives.”