Why Defining Value Matters More Than Measuring It

Author(s): Anna Brooke

Pharma has access to more digital data than ever before. Engagement metrics, analytics platforms and reporting tools can provide increasingly detailed views of how people interact with digital experiences.

Yet many organisations still struggle with a more fundamental challenge: knowing whether they are solving the right problems in the first place.

When measurement is discussed, attention often focuses on what should be tracked and how success should be reported. These are important considerations, but they sit further downstream than many realise. Long before specific metrics are selected, decisions are being made about what success looks like, which opportunities are worth pursuing, and how users are expected to engage with an experience.