Event Evaluation Methodology

In 2010, IPCAA commissioned a study into possible methods of evaluating corporate participation at events such as scientific congresses and other medical meetings. This study considered existing concepts such as ROI (Return on Investment) and ROO (Return on Objectives) calculations, but it was felt that, for a number of reasons, such processes were not appropriate to pharmaceutical industry.

 

The methodology now proposed consists of creating tools to measure such key questions as:

 

1        Which congresses to support

2        What achievements are required

3        What budget is needed

4        Can the budget be justified

5        What should the participation concept be

6        How to measure results

7        What can be learned for the future

 

For a major congress to be successful and viable, its major stakeholders must ideally all meet their own objectives. It is suggested that this occurs if delegates demonstrate behavioural change – based on their actions during and after the congress.

 

The methodology aims to identify behavioural change based on learning – and the application and impact of learning post-congress. Various suggestions are made for collection and analysis of data during and after the congress. The proposal – in the form of a 14 page “White paper” prepared exclusively for IPCAA – remains the intellectual property of the Association and the full version is available for members via the IPCAA website.

 

At its current stage, the concept remains untested. Consequently, a small working group of IPCAA members is organising a trial of the methodology, to be applied to a specific event and is currently in the process of establishing measurement objectives and outsourcing possibilities for data collection (e.g. via university collaborations).

 

Until such time as further results are available, IPCAA advises members to consider the event evaluation document as a proposal, for information only. Any member wishing to conduct its own trials/activities on the basis of the concept described, is of course free to do so.

 

Results of the organised trial will be made available to all members as soon as possible.