@Spitz interviews John Pagliuca, Vice President of Business Development of Qforma at the Digital Pharma East Conference in Philadelphia, October 15-18, 2012.
John shares his thoughts regarding influence-mapping technology for the pharma and medical device space, essentially discovering why physicians behave as they do. The goal is to create optimal messaging strategies based on gaining a better understanding of particular physician segments. John works solely with third-party data to prevent bias and gain objectivity, enabling his clients to gain an accurate assessment of HCP sentiments. He stresses that the best quantitative data are augmented by qualitative data: In other words, granular information down to the rep level from must be given a larger context and used to describe higher level behavioral patterns that can ultimately help strategize key brand messaging and audience engagement tactics. In terms of reporting he keeps things as simple as possible, likening Qforma’s reporting capabilities to the dashboard of a high performance Ferrari that shouldn’t distract the driver from the road. John also comments on how the mobile health revolution has increased connectivity while greatly simplifying messaging content, and embraces the multiscreen “TransMedia” model of second and third screens that add to both the complexity and opportunities of the healthcare media mix.
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