Screening insights before they are ready for analysis and action

Whether they come from field interactions, advisory boards, congresses, social channels, or even medical information, insights are a goldmine of knowledge.

Given the potential volume and type of insights coming in, there are several situations where you may want to screen and approve insights before they go ‘live’ and become available for all to see, analyse, and action.

Training

For the first few months of their work, you may want all insights submitted by new people in your team to be reviewed by their manager. The manager should also be able to quickly provide feedback to the submitter, and how to improve the insight they have submitted. Any system is only as good as the data going in, and continually training users as to what constitutes a good insight is an essential part of ensuring you maximise value from those insights.

Country-to-global

A country/local team may generate a wealth of insights but that are only specific to their nuances of their market or to the life-cycle phase of the brand in their locality. Such teams should review the insights they have recently collected, and only mark the relevant ones for escalation to the Global team. This helps ensure that Global gets a balanced world-wide view, without being flooded by irrelevant insights.

Compliance

An organisation may require manual review and approval of all insights that contain free text, regardless of whether they are captured unprompted or through a guided survey, before they go ‘live’. This review process isn’t necessarily about just looking for AE issues (machines can do that semi-automatically and alert you to those), it’s more about ensuring a zero-risk environment covering all domains.

True insights

Insights mean different things to different people. In some situations, what comes into the organisation may really be data points or observations, as opposed to insights that can make a significant difference in terms of understanding and knowledge, or that can lead to tangible actions. In such situations, a process of screening what’s coming in can help distinguish the ‘nice to know’ from the “must action’ at the point of capture itself.

Insights are a goldmine of knowledge and creating an effective, team-wide, insights management process that ensures insights are screened and reviewed when the situation calls for it will help ensure you truly maximise the value of those insights.

Joshua Adetunji
Associate Business Development Executive | Digital Solutions at VMLY&R HEALTH
Email: joshua.adetunji@vmlyr.com
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