Webinar with Mark Watson and Pieter Vanderbeeken of Fractal Force
FREE EDUCATIONAL WEBINAR
18 January 2027, 13:00 - 13:45 PM CET (*)
You have more data than ever. Dashboards, platform reports, engagement counts, channel analytics.
And still, when leadership asks what a campaign actually achieved, the numbers you have often do not carry the argument.
A count of emails sent, visits made or slides shown tells you what your team did. None of it tells you whether a single HCP thought or behaved differently afterwards. That is the number leadership is waiting for.
Part of the reason is a model pharma borrowed from other industries. The reach-act-convert-engage funnel was built for digital marketing, and was never designed for clinical decision-making.
This 45-minute webinar is a sneak preview of Measuring Impact in Pharma Marketing & Medical Engagement, our new one-day course. Mark Watson and Pieter Vanderbeeken of Fractal Force will show why many of the metrics used today cannot evidence behaviour change, why the inherited funnel does not fit pharma, and what four signals of change actually separate activity from impact.
What you will learn:
- Why a count of activity carries no evidence that any HCP behaviour changed
- Why the reach-act-convert-engage funnel pharma inherited from digital marketing was never built for clinical decision-making
- What the four signals of change measure: who engaged, who engaged deeply, who changed their attitude and who changed their behaviour
About the experts:
Mark Watson and Pieter Vanderbeeken are the co-founders of Fractal Force, a boutique consultancy that helps pharmaceutical organisations rebuild their engagement and measurement foundations around genuine HCP behaviour rather than activity counts. They have advised global, regional and local teams of companies such as AstraZeneca, Novartis, Johnson & Johnson, GSK, Sanofi and Takeda across Europe, the UK, APAC, India and the Middle East.
Mark brings more than 20 years of commercial, marketing and digital transformation experience. He moved into healthcare in 2012, after leading digital commercial transformation in media, and has since been Digital Lead UK at Ferring, Omnichannel Manager Haematology EMEA at Janssen, and Co-Lead of Strategy at Across Health. His focus is customer experience, HCP behaviour change and engagement architecture across every stage of the brand lifecycle.
Pieter brings more than 20 years of international commercial, marketing and digital experience across life sciences, financial services and aviation. He has been VP Global Accounts APAC and Senior Strategy Consultant at Across Health, Senior Business Manager at The House of Marketing, and a commercial marketing manager at Lufthansa Group. He specialises in customer journey design, commercial excellence and operating models that connect day-to-day execution to measurable commercial results.
(*) If you cannot attend the webinar, please note that a recorded playback will be sent to all registrants after the webinar.