Everyone talks about what makes a good speaker program but this blog will discuss what makes a bad speaker program and how to avoid mistakes.
Nailing the speaker program basics for 2023
Speaker program basics for 2023
As we move into the new year, is your agency ready to nail the speaker program basics for 2023? Even in the context of the covid pandemic, most medcomm marketers agree speaker programs remain the go-to approach for launching new products, whether in person or virtual. Content is critical of course, but with the added scrutiny on compliance and transparency, staying on top of program logistics and reporting is paramount. In this blog, we discuss the logistics and reporting fundamentals you should focus on to ensure effective speaker program execution. If you want to nail your speaker program fundamentals in 2023, this is where you must start!
Standardizing Processes and Workflow
Over the years we’ve talked many times about the key requirements of effective speaker program data management technology. However, once the technology for centralizing and accessing data is in place, it’s time to focus on the key operational processes and workflows that will give your speaker programs the best chance for success. These “focus fundamentals” break down as follows:
Goal definition, budget, and monitoring
Clearly define speaker program goals in campaign plans. Plan out the total number of events and amounts to be spent on all such activities – broken down by region, district or team as appropriate. Speaker bureau expenses also need to be tracked in real-time to ensure spending stays within budget thresholds.
Select the best speaker by searching for subject matter experts by expertise and location while also displaying current tracking of speaker honoraria. You’ll also want clear documentation of executed contracts, expenses, and per diem management. A good speaker program technology solution should allow you to do all this easily and more.
Consolidate and specify company approved messaging including modular content such as slide decks, off-label conflict avoidance, and key research. Your chosen technology should also provide speakers with real-time access to up-to-date presentation materials. Doing so will greatly reduce ambiguity and ensure consistency in your program’s message.
Proper execution requires dedicated focus on the various aspects of location management, event staffing, HCP invitation, attendee registration, meals, and other day-of processes.
Your speaker program technology should provide secure access to appropriate materials from anywhere across all devices. Access to materials should be customized to end user: speakers, HCPs, planners, campaign managers, sales reps, etc. Such materials include portals for registration, emails to attendees with important updates and reminders, as well as microsites for more topic specific info and event detail.
Speaker programs can be expensive, so it’s critical to clearly demonstrate added value for your pharma clients. Wherever possible make sure you’re utilizing vehicles such as surveys, feedback, and sales reports to gauge ROI.
With potentially thousands of events a year, optimizing these backend operations will help you avoid the customary process gaps. By establishing an internal, auditable process, particularly across multiple clients, you can provide your agency an overhead view of where they need to pay attention.
Transparency, Reporting, and Client Communication
Your pharma clients demand the most up-to-date information about their speaker programs, in order to both satisfy short-term internal reporting requirements, and to understand how these programs fit into a broader strategic picture of HCP relationships and patient outcomes. The only way to ensure compliance with regulatory and budgetary mandates is full transparency of program status. By delivering this information in real time, with customizable reports available whenever the client needs them, you set yourself ahead of the pack.
This need to minimize risk for pharma clients cannot be overstated as the consequences of noncompliance can be severe. Several of the world’s major pharmaceutical companies have been fined and forced to operate under a corporate integrity agreement (CIA) as a result of violating speaker program rules enforced by the Office of Inspector General (OIG).
In addition, proactively delivering key performance metrics regarding program effectiveness and compliance (even integrating budget and sales data from the client), helps your pharma clients appreciate the value in their speaker programs and in you as their agency partner. The latest integrated business intelligence platforms go beyond standard weekly or monthly reports, to provide real-time dashboards that clients can access any time to assist with daily decision-making, or ad-hoc reporting tools that enable new specific analysis to assist with future planning.
The importance of these fundamentals is why Pharmagin technology encompasses all these processes into a single platform to enable planning, execution, and analysis throughout the entire program. If you’d like to see exactly how easy and effective Pharmagin is to use, schedule a free demo now and let us help you scale your agency offerings.