MeetingsNet recently interviewed Andrew Winterburn (Global Business Director) and Gavin Houston (CEO Americas) on the changing pharmaceutical meeting landscape, the launch of Ashfield’s collaborative Science Of Meetings approach and the results of a recent survey into the behaviours and channel preferences of healthcare professionals.
In the article, Gavin Houston commented on why Ashfield commissioned the survey: “We wanted to gain insights into what physicians are looking for when they attend medical meetings and what they find frustrating”. Andrew Winterburn added: “We wanted to get independent market research around what healthcare professionals’ preferences are, and what they need in the present and future landscape of medical education.” Both say that this future focus is vital, especially now that we’ve reached the tipping point of having more digital-native physicians than not.
The article discusses how the broadening multichannels – and the deepening time and funding crunch – is driving demand for more customised continued education and personalised learning journeys. Andrew Winterburn noted: “The more you can understand the personalities in the room, the more you can start to tailor the content and the delivery so it will resonate with everyone in the audience, not just one or two different delegate personas. You may have up to 20 different types of learners in the audience that you need to reach.”
The full article, which was published on 20 April, is available here.
You can download Ashfield’s white paper on the Science Of Meetings here.