Meanings Beyond Measure

IN THE LAST ISSUE, I PONTIFICATED about the importance of tracking behavior changes CME providers and other medical meeting professionals make as a result of attending industry meetings. Then I received this letter from a reader — who prefers to remain anonymous — reminding me of what it's really all about. I thought I'd share it here, with her permission: “When you talk about measuring results, you're assuming that there is a direct, measurable, and presumably quantifiable

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