Measuring digital engagement with healthcare professionals
Many digital programs for healthcare professionals are measured only by webinar attendance or email opens. Those numbers matter, but they don’t say whether the program worked. These five measures give a fuller picture.
Written by the Mehuli team
01Reach
How many of your target healthcare professionals do digital channels actually reach? This depends on data quality: wrong email addresses make reach look smaller than it should be.
02Penetration
How widely are digital channels used across the whole target group? Low penetration can mean a channel doesn’t yet suit certain segments, such as a specialty or region.
03Effectiveness
How do digital channels perform compared with others, such as in-person visits? This comparison helps decide how to split the budget across channels.
04Engagement
How often, and in how many ways, do they take part: reading articles, joining webinars, watching recordings, or asking questions? Varied activity usually signals deeper interest.
05Experience
Are new users joining and existing users coming back? That shows the program offers real value, not just a moment of attention.
06Agree on them at the start, not the end
These five measures work best when agreed before the program starts, including how each is calculated. That way, the final report is no longer up for debate.
