Measuring and celebrating making a difference

Aurora’s Siân Hurst and Chris Bath explain how using data-driven insights to build comms programmes can lead to more impactful outcomes for clients and patients

Although creativity is a huge part of pharma comms, it is meaningless if it does not lead to a demonstrable impact for clients and, ultimately, patients.

Aurora’s digital insights lead, Chris Bath, says he has noted a tendency in the industry to focus on creativity rather than outcomes, especially among industry award bodies.

“Sometimes communications can feel quite intangible,” he explains. “But actually, success in pharma comms can be measured and it can be proven.”

• Read the full article in pharmaphorum’s Deep Dive digital magazine