The current and future Medical Affairs environment is one that is becoming increasingly more sophisticated, prompting specialized communication solutions. Audience segmentation can benefit scientific engagement by creating personalized communications that answer specific informational needs. This may lead to a deeper level of understanding and engagement and overall relationship building. This forward-looking session will educate on the use of archetypes in creating personalized engagement opportunities.
Learning objectives:
- Understand the changing Medical Affairs environment and the need for more sophisticated, specialized communication solutions
- Understand the role of archetypes in scientific communications
- Know how a scientific story can be better told using personalized channels
- Understand how this approach can help to build omnichannel ecosystems
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