Ninety-five per cent of healthcare professionals (HCPs) expect scientific meetings to be engaging and impactful, yet only 40% claimed meetings they regularly attend deliver a positive experience. The finding comes from a new study by international provider of outsourcing solutions to the pharmaceutical industry, Ashfield.
The findings led Ashfield to launch its Science of Meetings approach designed to identify HCPs’ educational needs and addresses them 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.
The key aim, says Ashfield, is to support its pharmaceutical partners in meeting the needs of HCPs more effectively and consistently.
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.”
Hey added that the new Science of Meetings approach had been introduced to all Ashfield staff across its global offices.
Andrew Winterburn, global business director for Ashfield Meetings & Events, said key to the approach was having the strategic meeting oversight that ensured a shared vision among the company’s 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.”
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.”
Ashfield has published a White Paper outlining the survey data and the Science of Meetings approach is available from the company’s website.