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Defining Insights
Alicia A Cadogan1, Jerry Lau2, Susan Wnorowski3
1Pfizer Inc, New York, USA.
Therapeutic Innovation & Regulatory Science
|July 5, 2023
Summary
This study defines an insight as understanding the "why" behind information trends to guide action. A new INSITE process (Investigate, Scrutinize, Identify, Take Action, Enlighten) is proposed for cross-functional insight generation.
Area of Science:
- Pharmaceutical Sciences
- Medical Affairs
- Health Economics and Outcomes Research
Background:
- Insights derived from data can drive positive changes for businesses, healthcare professionals (HCPs), and patients.
- Medical Information departments are key generators of insights through customer-facing interactions.
- Integrating data and insights across organizational functions is crucial for a holistic view.
Purpose of the Study:
- To establish a universally shared definition of an insight.
- To develop practical guidance for a structured insight generation process.
Main Methods:
- Two surveys were administered to phactMI members to define insights and benchmark current processes.
- A proposed guidance was developed based on survey data and working group expertise.
Main Results:
- An insight is defined as a deeper understanding of the 'why' behind information trends, determining if action is warranted.
- Cross-functional collaboration is essential for robust insight identification.
- A five-step structured approach, INSITE (Investigate, Scrutinize, Identify, Take Action, Enlighten), is proposed.
Conclusions:
- The INSITE process offers a straightforward framework for Medical Information professionals to routinely generate insights.
- Sharing the INSITE process across all participating functions can enhance collaboration.
- Medical Information can demonstrate leadership and organizational value through effective insight generation.
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