The End of Awareness: Why Pharma Needs a New Definition of Communications Success

Session details:

Join this session to rethink what communications success looks like—and learn how to move beyond awareness toward measurable audience understanding, confidence and action.

• Discover why awareness metrics alone may not be enough to predict whether audiences will take meaningful action.

• Learn how to recognize four common barriers to behavior change: information overload, poor recall, lack of confidence and disengagement.

• Gain a clearer understanding of behavior-predictive indicators that can help measure brand understanding, confidence and decision-making.
• Walk away with practical ways to apply behavioral science and health literacy insights to make communications more effective.