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<\/a>DTC Perspectives did it again\u2026 Last week, CEO & Chairman Bob Ehrlich inspired an excellent conversation centered on\u00a0<\/span>Advancements in Measurement for the life sciences.\u00a0<\/span><\/em>The latest installment of \u201cTalking DTC\u201d included a wise panel of industry experts from Media Radar, PatientPoint, DeepIntent, Veeva Crossix, and InStep Health\u2019s Rob Blazek.\u00a0<\/span><\/p>\nHere are a few insights and key takeaways from the InStep Health team\u2026<\/span><\/p>\n \u201cI particularly enjoyed the part of the webinar when the\u00a0<\/span>future of measurement<\/span><\/em> was discussed. \u201cNaturally, there was a boom in telehealth visits during COVID, and then we saw the number drop back down. While in most areas of healthcare, an in-office visit remains the preferred method of seeing the HCP, telehealth visits have shown themselves to be a good supplement to \u2014but not a replacement for\u2014 the traditional in-office appointment.\u201d – Curt Meyer, Executive Director Sales, Brand Group, <\/span>curt.meyer@instephealthmedia.com<\/span><\/a>.\u00a0<\/span><\/p>\n Each panelist offered real-world examples of advancements in measurement from inside their niche are of the healthcare industry. They also provided candid responses when asked what areas of measurement needed improvement and what it would take to get them to the next level.\u00a0<\/span><\/p>\n<\/a> Many\u00a0panelists\u00a0noted\u00a0that segmenting messages based on differences within the market can lead to better outcomes. I also found it interesting that while COVID led to a rise in telehealth visits, there\u2019s still work to be done in discerning whether a script is the result of a virtual visit\u2014 or one that is in-person.\u201d – Megan Reda, Account Executive, Agency Group, <\/span>meghan.reda@instephealthmedia.com<\/span><\/a>.<\/p>\n<\/a>Cate\u2019s take was, \u201cIn POC, some methodologies have evolved, but the basics of good measurement (script lift\/test vs. control) have stayed the same. In measurement, it\u2019s continued to remain important to prove the <\/span>value<\/span><\/em>\u00a0of patient treatment by considering how well a medium did in terms of impacting the patient\u2019s actual outcome.\u201d \u2013 Cate Carley, Executive Director, Agency Group, <\/span>cate.carley@instephealthmedia.com<\/span><\/a>.\u00a0<\/span><\/p>\n