Why you need this eBook right now!
Whether you work in pharma or public health, for a provider or for an insurance company, your success ultimately comes down to one question: did your stakeholders receive your messages? Believe them? Act on them? Whether you’re persuading someone to schedule a screening, trust a new treatment, or join a clinical trial, you need good metrics to prove that your communications worked.
Health information is different from every other kind. It sits at the intersection of personal vulnerability and deep skepticism, which means false claims about cures, treatments and diseases spread faster and do more damage than misinformation in any other sector. One post by the wrong influencer and thousands of people could get sick. Add heavy regulatory oversight, and a stakeholder list that runs from patients and families to physicians, nurses, payers, regulators and policymakers, and the pressure to show real impact — not vanity metrics — has never been higher.
Why Measurement?
Well-measured health communications achieve the following:
- Build patient, staff and public trust by demonstrating transparency, consistency, and clinical integrity.
- Boost patient and community engagement by making services, clinical trials, and programs more understandable.
- Support crisis management through timely, clear updates that inform and calm patients, families, and the public during outbreaks, recalls, or service disruptions.
- Strengthen provider and community relations by showing that the organization is listening and responsive to patient experience.
- Elevate clinical and policy success by aligning patient understanding with treatment adherence, screening participation, and program goals.
No matter what your goal, measurement best practices require a basic framework that starts with seven basic steps, which remain the same regardless of what campaign, program, or clinical initiative you are measuring. In the chapters that follow you will find specific instructions for measuring the effectiveness of whatever it is you are communicating. Those seven basic steps are:
Step 1: Get consensus on clear, actionable, and measurable goals and objectives
Step 2: Define your audience
Step 3: Get consensus on proxies and metrics
Step 4: Create your Kick Butt Index (KBI)
Step 5: Agree on a benchmark
Step 6: Select the tools
Step 7: Collect and analyze data, and report on insights
Everything you need to implement best-in-class metrics, plus fifteen real case studies
The book closes with fifteen case studies from actual engagements, spanning biopharma, health systems and providers, gene editing and genetic medicine, life science tools and instruments, and health insurers and payers. Each one lays out the goals, the activity metrics, the outcome metrics and what the team learned — including a global biopharmaceutical company that consolidated roughly $950,000 a year of redundant monitoring tools into one governed dashboard. You’ll also learn how to monitor and measure a crisis, and how to keep measurement in your budget.