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Benchmark Survey on Content Development and Key Performance Indicators: A phactMI Benchmarking Survey Update
Robert Tamburri1,2, Mary K Sendi1,3, Anja Glaetzer1,4
1phactMI, 5931 NW 1st Place, Gainesville, FL, 32607, USA.
Therapeutic Innovation & Regulatory Science
|June 15, 2026
Summary
Medical Information content development is evolving, with increased focus on digital engagement and AI. Key performance indicators (KPIs) are shifting towards customer satisfaction, but traditional methods persist.
Area of Science:
- Medical Communications
- Pharmaceutical Industry Insights
- Healthcare Informatics
Background:
- Medical Information (MI) is crucial for providing accurate, evidence-based responses to unsolicited requests.
- Content development and associated metrics are vital for assessing the impact of MI.
- The MI landscape has significantly evolved since 2018, necessitating a re-evaluation of content strategies and KPIs.
Purpose of the Study:
- To benchmark the evolving approaches and tactics in content development within phactMI member companies.
- To assess the utilization of Key Performance Indicators (KPIs) in Medical Information departments.
- To compare current practices with data from a 2018 survey.
Main Methods:
- An electronic survey with 71 questions was distributed to 36 phactMI member companies in May 2024.
- The survey covered demographics, content development, scientific response documents (SRDs), custom response documents, and KPIs.
- Results were analyzed using descriptive statistics.
Main Results:
- Content is primarily developed for Healthcare Professionals (HCPs) (90%) over patients (10%).
- Scientific Response Documents (SRDs) are still predominantly written (66%), with growing interest in FAQs, infographics, HTML, and slide decks.
- While most companies centralize SRD development (85%), the proportion lacking target timelines increased significantly from 37% (2018) to 72% (2024).
- AI adoption is nascent, with few companies using it actively but many exploring applications.
- Omnichannel integration is reported by 59%, and custom response documents form 25% of inquiries.
- Common KPIs include inquiry volume, turnaround time, and document updates, with a rising emphasis on customer satisfaction and digital engagement.
- HCPs predominantly use email (52%) and phone (29%), indicating underutilization of digital channels.
Conclusions:
- Ongoing innovation, strategic alignment, and quality assurance are essential for Medical Information content development and KPI reporting.
- Organizations must balance efficiency with personalized engagement, ensuring compliance and ethical standards.
- Future priorities include non-traditional content formats, digital/mobile optimization, and robust governance for AI and content reuse.
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