Edition 64: Value Framework Workshop

Early 2025, we started getting asked a fair question from VPs of Medical Affairs: 

How will we know if the training worked? 

So we took a very logical approach: 

→ We measured the baseline 
→ Delivered the intervention 
→ Measured again 
→ Showed the change 

Here’s what always happens every time we show the before-and-after:  

You can see the eyes pop. VPs love it. 

Because suddenly, the value is clear. 

And with ASCO and congress season here, this matters even more. 

Many MSLs and Medical Affairs teams are about to report the what: # of meetings, congress insights, booth conversations, symposia attended, sessions attended... 

But the so what is what makes the work strategic. 

That is the difference between “we were busy at the congress” and “here is how we moved the strategy forward at the congress.” 

Keep reading for the exact value story formula we use to show training impact. It works great for congress activity too. 

Activity metrics tell people something happened. They do not tell people what changed. The secret sauce is showing how the activity created movement tied to strategy. 

Use this formula: 

Connect to strategy → Baseline → Change → So what 

That’s it. Start walking around talking like this and people are going to listen. 

Use AI to Connect Congress Activity to Strategy 

The framework is simple. But many people get stuck on step 1: 

What strategy did this activity actually support? 

This is a great use case for AI superpower #1: Generating ideas. 

Try this AI prompt: 

“Act as a Medical Affairs strategist. I am turning a Medical Affairs activity metric into a value story. First, help me identify the likely strategy this activity supported. 

Search for credible public information that may explain the strategic context, such as company announcements, phase 3 trial results, product data updates, congress abstracts, press releases, recent publications, pipeline updates, launch updates, or disease-state education priorities. 

Keep the language concise, credible, and appropriate for Medical Affairs. Do not overstate impact. 

Give me: 

1. The most relevant public strategy clues you found 
2. Three likely strategic priorities this activity could support 
3. The strongest option 
4. One sentence connecting the activity to that strategy 

Use the information below: 

Activity: 
[Insert activity, congress activity, insight theme, HCP meeting, follow-up, or internal update] 

Company/product/disease area: 
[Insert company, product, disease state, or therapeutic area]” 

If you are using a work version of Copilot, use the work tab. That will help Copilot pull from internal documents too. 

This will give you 3 ways to connect your activity metric to strategy. The AI is giving you its best guess on the strategy. This is where you need to apply your strategic eye. Some suggestions might not make sense. And that’s ok! It’s meant to help you come up with ideas.  

Connecting to strategy is step one. But a strong value story also needs the baseline, the change, and the “so what.”  

That is what we are building live in our workshop next week: 

Turning Activity Into Value Stories 

Bring 1 activity metric. Congress-related or not. We’ll help you turn it into a value story you can actually use. You’ll walk away with: 

→ One finished value story 
→ Our full framework 
→ AI prompts for each step 

Turning MSL Activity Into Value Stories 
June 2 @ 5:00 PM CT 
Replay and resources included 

→ Save your spot here.