Success is something we all want to achieve, but without specific measures in place it becomes an abstract concept. Measuring the success of health communications can be particularly difficult, yet there’s a real missed opportunity if the means to do so is not fully embedded in the design of a communication program.

Metrics should be actionable, drive learning and innovation cycles, and reflect impact against predefined objectives. This means going beyond measuring reach and usage of medical education and publications which means designing your metrics at the start of any project rather than at the end. Adopting this way of thinking unlocks a new perspective on communications and drives a more integrated approach, linking goals, tactics, content, and metrics to provide transparency throughout a program.

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