The importance of Event Logistics, Speaker Searches and Reporting.

Medical communication marketers agree, speaker programs are, as far as the industry is concerned, integral for launching new products. 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.

Standardizing Processes and Workflow

 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.

 KOL sourcing

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. 

 Presentation materials

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.

 Event planning

Proper execution requires dedicated focus on the various aspects of location management, event staffing, HCP invitation, attendee registration, meals, and other day-of processes.

 Online materials

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, HCP’s, 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.

 Effectiveness measurements

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, the only way to ensure compliance with regulatory and budgetary mandates is full transparency of program status (what money was spent, the amount, any Transfer of Value, etc.). By delivering this information in real time, with customizable reports available whenever the client needs them, you set yourself ahead of the masses.

 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 (for example, Novartis was fined $642 million over allegations it improperly paid doctors and patients) and forced to operate under a corporate integrity agreement (CIA) because 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.

 While you can’t force your client, whether they are an agency or pharma company, to use compliance software it’s always better to have that ability at hand as opposed to if your client asks you about compliance and you can’t offer them a solution.

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,