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Products & Services Sales and Marketing New Product Development and Launch Managing Thought Leader Programs Speaker Programs Fostering Continuous Improvement

Setting Goals and Measuring the Impact of Speaker Programs -- Part 2

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ID: 3871


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Words: 1,163


Published: Pre-2015


Delivery Format: Online


 

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Track the market success of products covered by speaker programs to identify
impact.
A simple, clearly defined Return-on-Investment measure is beneficial for top
speaker program systems. While it is difficult for many teams to measure
definitively how physician relationship development activities relate directly
to sales or profitability, several benchmark partners have identified key
activities and metrics to track for ROI purposes. For the speaker programs
effort, managers stress that there are many benefits above and beyond quarterly
sales impact.

Company C tracks the satisfaction of internal and external customers through
surveys and feedback meetings. Other measures are qualitative in measure, but
they are always related to business success:
Partnerships with influential organizations – The company noted that
physician and non-physician relationships led to a deeper relationship with a
veterans’ organization, for example, thus producing a stronger position among
advocacy groups ...

Industries Profiled:
Pharmaceutical


Companies Profiled:
various pharmaceutical companies

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