\nGSK, Lundbeck, and ROVI share how their events strategies contribute to higher-value engagement with healthcare professionals (HCPs).\n<\/p>\n
\nFor ROVI, a specialty biopharma company headquartered in Spain with ambitious growth plans in Europe, events are a primary way to engage HCPs and must be easy to organize, manage, execute, and scale.\n<\/p>\n
\nOnce a new affiliate is set up, the countdown begins on executing the go-to-market strategy. ROVI International CRM Manager Andriu Urbina says, \u201cWe need to deliver an event solution that is almost done, almost prepared, but with enough flexibility to get the affiliate on board.\u201d\n<\/p>\n
\nTo meet this challenge, 80% of ROVI\u2019s core events model is unified for affiliates, which leaves sufficient space for country-specific configuration and analysis. This harmonized approach allows the company to deliver events quickly and optimize the use of limited resources. \u201cWith ³Ô¹Ï±¬ÁÏ CRM Events Management, we have a single solution to plan and deliver events while allowing us to analyze event insights and test hypotheses,\u201d Urbina continues.\n<\/p>\n
\nTracking events data provides valuable insight into HCPs\u2019 expectations and preferences. After following up on a few events with questionnaires, the team at ROVI plans to capture audience sentiment consistently and include qualitative measurements in its roadmap. \u201cSuccess for us is when a doctor wants to see the rep again and attend our annual events the following year,\u201d says Urbina.\n<\/p>\n
\nLundbeck, a global biopharma company headquartered in Copenhagen specializing in brain diseases, began its digital transformation in 2020.\n<\/p>\n
\nThe company co-creates its events strategy with markets and seeks to scale its omnichannel reach<\/a>. To transition toward a centralized approach, Lundbeck selected ³Ô¹Ï±¬ÁÏ CRM Events Management.\n<\/p>\n \nMichael Foster, global senior CRM manager at Lundbeck, explains: \u201cWe wanted to roll out a common solution that could be tweaked to meet various countries’ needs. Now we are delivering an events strategy that is easy to manage, understand, and centralize.\u201d\n<\/p>\n \nLundbeck has rolled out its plan in several markets to date. To inform its next steps, Lundbeck is currently testing a robust data analytics program, experimenting with different approaches to determine what yields the most valuable insights.\n<\/p>\n \nLundbeck is also gradually implementing ³Ô¹Ï±¬ÁÏ Vault CRM Events Management<\/a> to enhance its virtual and hybrid events capabilities. The company plans to use the insights gained to fuel its omnichannel transformation. They build this transformation on top of customer understanding by looking at data and integrating channels and functions. The ultimate goal is to serve the customer in a personalized way, producing best-in-class customer experiences.\n<\/p>\nGSK: Scaling HCP events across 50+ markets<\/h3>\n