In the healthcare industry, each communication message is not just a marketing activity. It can directly impact the beliefs, behaviors, and even decisions of healthcare workers or patients. Therefore, in addition to using messages that are scientifically accurate and aligned with customer insights, evaluating communication effectiveness needs to be taken seriously – it cannot rely solely on feelings or a few superficial metrics.
From our practical experience accompanying various brands, product departments, and marketing teams in the industry, a common observation is that many communication activities are maintained out of habit. To avoid falling into the state of “doing just for the sake of doing,” the Business Performance Review is an important tool that helps reflect on the entire picture – to clearly distinguish:
– Which activities no longer provide value?
– Which activities should be adjusted to better adapt to the market?
– And which initiatives deserve investment to develop in the right direction?
In a recent discussion with instructors in the Pharmaceutical Marketing Development program, we were shared a formula that, while simple, is very practical and easy to apply: STOP – CHANGE – GROW/ADD. This trio reminds us to stay alert – not to let emotions or habits guide our plans. What was once effective may not necessarily be suitable today. And this is how we perceive it.
STOP – Stop activities that are no longer appropriate.
A common mistake is to only summarize after a campaign has ended. However, throughout the implementation process, there are numerous factors that can change: new policies, updates from regulatory agencies, or social developments that directly affect public perception.
Without a mechanism for regular review, it is difficult to timely identify which activities should be stopped—not because they are wrong, but because they no longer align with the current context. What matters is not how much you do, but whether you are doing the right things and stopping those that have lost their value at the right moment.
CHANGE – Update Activities That Don’t Need Adjustments
Some activities may still be on the right track, but their implementation no longer aligns with the behaviors, platforms, or new expectations of the audience. The content may remain the same, the channels may be unchanged—but user behavior has shifted, and the way they receive information has evolved. If you continue to repeat a formula because “it was effective,” you may be investing in something that is gradually fading into obscurity.
Performance Review not only helps you identify what is “wrong,” but more importantly, it allows you to see what is gradually becoming “worn out.” From there, you can adjust to make things more accurate and relevant.
GROW/ADD – Ưu tiên cho những gì đáng được đầu tư phát triển
Resources are always limited. Therefore, the question is not “what more can we do?” but rather “what truly needs to be done better?” An insight that remains unexplored, a perspective that has yet to be tapped, an approach that aligns with the new behaviors of patients – if identified correctly and invested in at the right time, can serve as a solid stepping stone for sustainable brand growth.
Growth does not mean expanding everything – it means choosing the right ground to sow and nurture carefully.
In the healthcare industry, where communication is not only about spreading the brand but also about shaping behavior and building trust – the mindset of “doing more for certainty” is no longer appropriate. On the contrary, effective communication should be driven by intentional choices, implemented with depth, and adjusted based on data and context.
To achieve this, consider evaluating business effectiveness as a necessary schedule – helping you reflect on what has been done, what is currently being done, and what will be done, to make more informed, targeted, and resource-aligned decisions.