Winner
Breaking the Mould: Congress Impact Matrix for Value and Sustainability
by Nucleus Global, an Inizio Company for GSK
Summary of work
Medical Affairs teams invest extensively in congress activities every year: financial resources, time, and importantly, environmental resources.
When successful, these efforts bring the right data to the right people at the right time, to advance science and patient care. When less efficient, there is a burden on budgets and capacity – and on the planet – that could be avoided or invested elsewhere.
In 2023, the GSK Global Scientific Communications team was ready to challenge the status quo, asking fundamental questions. Were they targeting the right events? What parameters matter for impact and value? Could they bring together the brand functions within one approach?
A clear need emerged for a fresh direction. The answer was the Congress Impact Matrix. This simple, innovative tool allows teams to use constructs of traditional conjoint analysis alongside insights of the Global Sci Comms team and Nucleus Global in an unbiased, subjective approach that assesses impact against the medical planning framework that drives what is best for patients.
The Matrix has brought direct changes to plans, with increased value and improved sustainability. We are a step closer to answering the fundamental question of what value Medical Affairs brings – and changing the Medical Affairs function for the better.
Judges’ comments
Nucleus Global and GSK have created a logical and truly impactful tool. The team really understood what it was doing and, importantly, why it was doing it. The approach was comprehensive and the strategy was clear. The objectives were achieved and there was clear evidence of efficiency savings. The considerations for sustainability stood out to the judges, who are excited to see what is to come in terms of lasting impact.
