How to stop hiding behind vanity metrics and start proving value.
Thursday, February 26th, 2026
4:00 PM CET / 10:00 AM ET
Co-Founder
CEO
The countdown has started
Most pharma congress dashboards look “successful” because they are built on fluffy numbers: booth traffic, badge scans, session attendance, clicks.
The problem is that when teams try to measure what leadership actually cares about, what changed in behavior, intent, or follow-up readiness, the numbers are often not sexy. They are small, uncomfortable, and sometimes shocking. And that is exactly why many organizations quietly revert to vanity metrics: they are bigger, easier to defend, and they make the spend feel justified.
In this session, Pierre Metrailler, CEO at Onomi, and Mark Watson, Co-Founder, Fractal Force, unpack why congress ROI breaks down. Spoiler alert: it’s not because teams competency, but because the measurement model is flawed from the start. They will show how to shift from “how many showed up” to “what moved,” using a practical measurement framework that works in the real world. Expect a candid discussion on what is realistic to measure, which signals are worth capturing, and how to connect pre-event planning to CRM-ready actions after the congress.
Onomi is the event-powered omnichannel solution that helps life science companies to create personalized, engaging, and compliant experiences for Healthcare Professionals. From omnichannel webinars and advisory boards to in-person congresses and standalone meetings, Onomi covers a wide range of medical event use cases, while enabling successful omnichannel strategies through deep CRM integrations including Veeva CRM, Veeva Vault CRM, IQVIA OCE, and Salesforce.
With 22+ years of unrivaled experience in the event technology industry, Onomi is the first choice for HCP engagement. Onomi technology is trusted by 15 of the top 20 life science companies.
For more information about how Onomi can help you increase HCP engagement and gather valuable data to drive effective follow-up, reach out today.
Co-Founder
Fractal Force
Mark works with life sciences companies that are serious about becoming customer-centric, but frustrated that years of digital transformation, omnichannel programs, and now AI have not delivered the ROI they expected. His core belief is simple but uncomfortable: the problem is not the technology or the people. It is the underlying operating system.
Most commercial and medical models were built for a brand-centric world, designed to push messages out rather than sense and respond to real customer needs. Layering new tools on top of that architecture just helps companies do the wrong thing faster.
That is why Mark co-founded Fractal Force, a customer engagement architecture firm. Rather than optimizing around the edges or selling shiny tools, they help organizations rebuild their foundations from the ground up, across data and analytics, segmentation and journey design, agile operating models, and impact measurement frameworks.
Mark brings a sharp, practical perspective on HCP engagement, congresses, and the gap between strategy and execution. He is known for challenging comfortable assumptions, grounding discussions in real-world data, and calling out where the numbers look good but mean very little.
If you are attending Pharmageddon in October, you will also find Mark there, very open to being challenged himself.
CEO
Pierre is an event technology pioneer with over 20 years of experience. After joining SpotMe in 2001, he expanded the company’s vision from hardware-based networking devices to comprehensive event engagement solutions. He led the company’s transformation to a SaaS platform in 2011, with a strong focus on enterprise customers. As CEO since 2016, Pierre has pursued a CRM-first strategy and addressed critical industries’ unmet needs, launching Onomi, an event-powered omnichannel solution for life sciences. He holds degrees from the Swiss Federal Institute of Technology, Lausanne and INSEAD.
