Winner
A Novel Approach to Driving HCP Engagement and Measuring Meaningful Impact in Medical Education Developed independently
Summary of work
Driving digital engagement with critical emerging science around the treatment of metastatic castration-resistant prostate cancer, this Medthority ‘Learning Zone’ is supporting thousands of specialist healthcare professionals with self-directed, independent medical education.
The programme pioneers use of a new Impact Outcomes Framework adapted from Moore’s levels to track HCP progress through stages of learning in a digital setting (and over multiple visits).
This enables – through automated pre-and post-learning assessments – meaningful measurement of knowledge gain and behaviour change aligned to pre-defined Learning Objectives.
Meeting the needs of time-poor HCPs, the Learning Zone features bite-sized text complemented by interactive video clips in which key opinion leaders provide analysis, and infographics supporting data visualisation. Highlights from two relevant congresses translate key developments into convenient and timely digital takeaways.
Target learners are reached through orchestrated communications spanning multiple digital channels, including social media (paid and organic), paid search, personalised emails and AI-driven signposting on the Medthority website, plus automated retargeting to drive progress through the content.
Engaging 5023 HCPs in the first 6 months, knowledge gain of ~40% has been recorded among those completing post-learning assessments, while 92% say what they have learned will impact their clinical practice, signalling benefits for patients.
Judges’ comments
EPG Health and Pfizer have produced an impressive programme and provided valuable insights into the customer focus and learning journey steps. The team effectively highlighted the target audience in terms of channel and content preferences, and provided strong evidence surrounding audience segmentation. The judges appreciated the channel integration and the retargeting of tactics, along with the clever use of congress highlights to drive engagement.
