MarketingMedicalPolicy,Access,Value, andEvidenceConsultingData,Technology,and Media
murmuration of birds
Previous
Next

thought leadership

Omnichannel scientific engagement and the use of archetypes to drive personalization

Natasha Cowan, Senior Corporate Communications Manager | 9/25/2023

Natasha Cowan, Senior Corporate Communications Manager, explores with Gary Lyons, Head of Strategy, his recent plenary session at the 18th Annual ISMPP conference that focused on how scientific communicators can use archetypes to segment their audience and develop personalized learning journeys for healthcare professionals.

One of the greatest commodities in the healthcare industry is the provision of medically relevant information to enable critical decision-making that ultimately optimizes patient outcomes. This is especially true when it comes to medical communications and scientific engagement. However, when working with complex stakeholder groups and large datasets in an increasingly saturated information and digital landscape, it can be hard to understand who your audience is and the best way to engage it.

During the past decade, biopharmaceutical scientific engagement within medical affairs has evolved across two key stages: from a brand-centric (Medical Affairs 1.0) approach to a focus on customer-centricity (Medical Affairs 2.0), which is where most of the biopharmaceutical industry is currently positioned. This shift has been enabled by the emergence of personalized medicine, digital technology, empowered patients—driven by greater access to information, richer datasets, and evidence sources.

However, there is an opportunity for medical affairs teams to move into a new third stage of engagement: a peri-/future-state stage we call “Medical Affairs 3.0.”

This new era is defined by the creation of medically informed networks, which facilitate expanded learning and connected peer-to-peer and personalized experiences for healthcare professionals. These networks are fueled by data, social proof, digital platforms, and rich insights into the customer.

At the recent 18th Annual Meeting of the International Society for Medical Publication Professionals (ISMPP), hosted in Washington, DC, Gary Lyons, Head of Strategy, discussed the role of personalized audience engagement in his plenary titled “Audience Segmentation: Omnichannel Scientific Engagement and the Use of Archetypes” built on the positioning of Medical Affairs 3.0.

Here, he explores the key themes and shares his recommendations for effectively engaging healthcare professionals at multiple touchpoints through an archetype-driven omnichannel strategy.

How we use cookies

Cookies are files saved on your phone, tablet or computer when you visit a website.

We use cookies to store information about how you use the Avalere Health website, such as the pages you visit.

For more information, check the cookie statement

32E8261E-A569-4B66-ACC6-3CB772DDEDEE

Cookie settings

We use 4 types of cookies. You can choose which cookies you're happy for us to use.

Cookies that measure website use.

We use Google Analytics to measure how you use the website so we can improve it based on user needs. We do not allow Google to use or share the data about how you use this site.

  • how you got to the site
  • the pages you visit on avalerehealth.com, and how long you spend on each page
  • what you click on while you're visiting the site

Cookies that help with our communications and marketing

These cookies may be set by third party websites and do things like measure how you view Vimeo videos that are on Avalerehealth.com.

Cookies that remember your settings

These cookies do things like remember your preferences and the choices you make, to personalize your experience of using the site.

Strictly necessary cookies

These essential cookies do things like remember your progress through a form (eg. Registering for new content alerts).

These cookies always need to be on.