Insights

Coronavirus cancelled your marketing event?

Time to get ahead with your healthcare professional digital marketing strategy.

Like hundreds of other companies in the UK, we’ve been testing out our ability to function as a remote workforce. And like hundreds of companies in the UK, we’ve realised, it’s possible, and it’s business as usual. In fact, conversation time is much more focussed, you can start earlier and work later, and still get time to spend with the family! For our clients, it means an uninterrupted service with zero disruption.

“But here’s the thing, medical conferences are being cancelled right, left, and centre. And if they aren’t being cancelled then there is a pretty big chance that there won’t be many doctors attending.”

But here’s the thing, medical conferences are being cancelled right, left, and centre. And if they aren’t being cancelled then there is a pretty big chance that there won’t be many doctors attending. For an industry that has spent the last 20 years focussing almost exclusively on these events for launching big campaigns and talking to healthcare professionals about their products, this is a big problem. For most pharma marketeers and agencies, medical conferences account for the biggest budget spend and workforce effort of the year. Many of you may be asking yourselves how you will make use of all that content you’ve been creating? How can you reach your audience with your campaign messages?

“As an agency focussing on creating accessible, digital communications for healthcare professionals, we are seeing a new challenge to overcome. The conference may be cancelled, but doctors still need information.”

As an agency focussing on creating accessible, digital communications for healthcare professionals, we are seeing a new challenge to overcome. The conference may be cancelled, but doctors still need information. Where will they look for it? The same place they do every day; online. If you focus your energy on a digital campaign design, you can still deliver everything you wanted to at the conference, only it’s cheaper to promote, you don’t leave a massive carbon footprint, and nobody has to leave the safety of their freshly disinfected home.

“If you focus your energy on a digital campaign design, you can still deliver everything you wanted to at the conference, only it’s cheaper to promote, you don’t leave a massive carbon footprint, and nobody has to leave the safety of their freshly disinfected home.”

We’re already making this into an opportunity for our clients. It’s a chance to be the brand that delivers the virtual meeting to their customers, the company who can step in and provide educational value to the healthcare professionals who missed out on their yearly dose of cutting-edge education and data intake. As well as becoming a pioneer, you’ll have a much better idea of how your remote engagers interact with your brand, which content they liked the most, how long they spent learning, and which promotional asset attracted them to your content in the first place.

“We’re already proving that we can create valuable content remotely. Our existing clients are already planning to perform remote interviews with their session speakers, create podcast content with leading KOLs around meeting themes, ‘emulate live sessions with webinar series”

If the goal was to capture content at the congress as well as deliver, we’re already proving that we can create valuable content remotely. Our existing clients are already planning to perform remote interviews with their session speakers, create podcast content with leading KOLs around meeting themes, ‘emulate live sessions with webinar series, and publishing symposium and exhibition content directly to their websites so that their audiences can experience them whenever they like. In fact, we do this work every day, virus or no virus, conference or no conference.

“Perhaps the next cancelled medical meeting is an opportunity for you to try something new.”

Perhaps the next cancelled medical meeting is an opportunity for you to try something new. If you want some inspiration, just let us know. We’re always happy to talk digital.

Please share your details in the form below and we’ll get back to you!

Written by Dan Buckland, Associate Director.

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