PM360, a leading trade magazine for marketing decision makers in the pharmaceutical, biotech, medical device, and diagnostics industries, has named Lucid Group’s pioneering behaviour-change methodology, Advance OutcomesTM, as one of the most innovative Strategies of 2020.

Advance OutcomesTM is an evidence-based methodology for creating medical education interventions that change clinical behaviour and advance outcomes. The approach was developed by an internal Lucid Behaviour Change Steering Group who worked with health psychologists, behaviour change experts, and educational assessment experts to distil market and customer insights and behaviour change evidence to develop the five-step Advance Outcomes framework. To ensure consistent adoption of this new methodology, the team built a suite of proprietary practical tools. You can learn more about Advance OutcomesTM here.

Ify Onyeaso, Head of Business Growth, Lighthouse Medical Communications US (Part of the Lucid Group) commented, “At Lighthouse and Lucid, we have since challenged the fallacy that information alone leads to behaviour change. We understand that the reasons why a behaviour is, or is not, performed are complex, and we are committed to reforming medical education to truly impact clinical behaviour. We are proud to be recognized by PM360 for the innovative strategy of Advance Outcomes. For us, Advance Outcomes is more than a framework – it is an ingrained way of thinking, and has transformed the way we deliver medical education to drive real change.”

Advance OutcomesTM was selected as part of PM360’s 9th Annual Innovations Issue published each December. This issue was established to serve as a guide to the year’s most innovative Companies, Startups, Divisions, Products, Services, and Strategies from within the healthcare and life sciences industries. This comprehensive overview of the year’s most innovative achievements in these six categories helps other companies in the industry to find potential partners and offerings that can help them advance healthcare and life sciences.

“Innovation has been and will continue to be crucial as our industry and the world at large continues to deal with COVID-19 and the disruption and devastation it has caused,” says Anna Stashower, CEO, Publisher, and Editor-in-Chief of PM360. “The innovative companies, offerings, and strategies found in this year’s guide can provide the help that patients, healthcare professionals, or life sciences organizations need during this time as we all look toward making 2021 a healthier, safer, and overall better new year.”

PM360 received hundreds of submissions from across the healthcare and life sciences industries. The editorial staff of PM360 evaluated each submission and selected their picks for the most innovative, regardless of category. Ultimately, 64 total innovations were featured in the issue. Within the Strategy category, a total of 10 strategies were featured.

All of this year’s selections can be found at

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