\na point highlighted by recent data that notes 800,000 fewer interactions
\nfrom field-based events in the U.S., a 75% reduction in pharma-sponsored events
\nduring the months immediately following onset of the pandemic, and a significant
\nuplift in online events.1<\/sup>\n<\/p>\n
\nWhile a return to in-person events has already been seen as we enter the post-pandemic phase, \nFor many pharma companies, this shift can seem daunting, \nDigital events provide a unique opportunity for a refresh \nPotential benefits companies can expect to see from digital \n“Having a digitally focused events strategy \nAs the event landscape evolves, now is the time to make the \nWhile the market has shifted to digital and hybrid events, it \nThe greater scalability and quality of interactions make \nDigital or hybrid events are \nFeedback collection and insights \nUnderlying any successful
\nthat doesn\u2019t mean digital events will be completely out of the picture. With more than
\n70% of HCPs now digital natives,2<\/sup> customers and companies are increasingly
\nshowing a preference for deeper digital penetration and hybrid events. With a digital-first
\napproach to events, life sciences marketers can ultimately operate with greater agency and
\nexpectations in a more competitive events market.\n<\/p>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/How-to-Realize-Value.jpg\")
\n<\/div>\nAn opportunity for a fresh approach<\/h2>\n
![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/How-to-Realize-Value2.png\")
\n<\/div>\n
\nespecially when so much rides on large annual events and
\nlocal dinners to get key product information and clinical data
\nto HCPs. But it doesn\u2019t have to be.\n<\/p>\n
\nof your events strategy, and they generate value beyond
\nin-person events by delivering educational content and
\npatient insights all year long. In today\u2019s world, the winning
\nformula is more likely to be smaller, recurring events where
\nbite-sized chunks of content are delivered more frequently,
\nand information is shared in formats optimized for
\npeer-to-peer collaboration.\n<\/p>\n
\nevents include:\n<\/p>\n\n
\nBorderless interactions and lower logistical burden
\nhelp drive a broader stakeholder group and better
\nattendance\u2014a point enhanced when events are made
\nshorter or on-demand, allowing people to more easily fit
\nthem into their schedules.\n<\/li>\n
\nDigital removes a one-size-fits-all approach and makes
\nit easier to capture and tailor content to HCP preferences
\nthrough personalized journeys.\n<\/li>\n
\nDigital engagement enables better customer activity
\ntracking, allowing for a deeper understanding of their
\npreferences and interests.\n<\/li>\n
\nLarge in-person events are costly. Digital removes a lot of
\nthis cost, which means budgets can stretch a lot further
\nfor potentially higher impact.\n<\/li>\n<\/ol>\n
\nprovides the flexibility to reach HCPs in
\nthe format that fits their preferences, whether
\nlive or virtual, at the time they are looking
\nfor information. This approach gives pharma
\nthe ability to deliver more personalized
\nexperiences and reach previously
\nuntapped audiences.”
\n\u2013 Kimberly Berger, GM, ³Ô¹Ï±¬ÁÏ Digital Events<\/span>\n<\/p><\/blockquote>\nHow to get there<\/h2>\n
\nmost of digital events by optimizing the way they\u2019re planned
\nand executed. Here are six steps to delivering an effective
\nevent strategy:\n<\/p>\n\n
\nstrategy<\/strong>
\nHistorically, events were siloed and were rarely integrated
\ninto customer journeys; however, in the future they should
\nbe closely integrated and coordinated across different
\nteams to offer a seamless experience across the various
\nchannels used to interact with customers. Companies
\nshould have a clear and coordinated strategy for driving
\nattendance, while providing enhanced post-event
\ninteraction to continue the dialoguec<\/li>\n
\nTo get the most efficient return on your investment,
\nthe participants and presenters should be carefully
\nselected to ensure they meet company objectives and
\ncustomer needs. This can be done in multiple ways,
\nsuch as engaging therapy-area thoughts leaders
\n(e.g., using ³Ô¹Ï±¬ÁÏ Link to help identify who those digital
\nopinion leaders are). Having a clear value proposition for
\nthese attendees is critical. Previous insights into event
\nattendance and content preferences can help articulate
\nthe \u201cwhat\u2019s in it for me?\u201d<\/li>\n
\nA phrase often heard over the past year is \u201cscreen fatigue,\u201d
\nwhen the monotony of Zoom calls causes participants
\nto stop engaging, or even worse, stop attending in the
\nfirst place. While this can be a barrier, we\u2019re seeing HCPs
\nengaging much longer through remote\/virtual channels\u2014
\nproof that when the content is appropriate, HCPs will
\nlisten. Digital events should be appropriately structured
\nand personalized to ensure the experience is interesting
\nand relevant. Consider including previews and teasers
\nof different sessions, a variety of session formats, and
\nopportunities for interactivity and social sharing.<\/li>\n
\nContent is the foundation of any interaction, but an event
\nneeds to add something different to bring the content
\nto life. HCPs can go to the internet to get information\u2014
\ncompanies need to carefully think through what else
\nthe HCP will get by attending. The ability to interact
\nwith colleagues, hear from a particular key opinion
\nleader (KOL), or get a first glimpse at new data are often
\ncompelling propositions.<\/li>\n
\nHCPs are not a homogenous block with the same
\npersonalities and preferences. Realizing this,
\norganizations are increasingly shifting towards
\npersonalized engagement strategies; however,
\nthis relies on effective insight capture.
\nCompanies can build their understanding of HCP
\nperception and preferences by capturing qualitative
\ninsights, or through more advanced means, such as
\ncontent tagging, polling, or post-event surveys. Insights
\nshould then be analyzed, disseminated, and fed back
\ninto the broader strategy to allow personalized future
\nengagements.<\/li>\n
\nUnderlining this new agile approach must be a technology
\nstack that is simple, integrated, flexible, and compliant.
\nAt the most fundamental level, the system should be
\neasily usable and scalable to allow variable event sizing,
\neasy log-in, and customer use. The most effective
\nsolutions will allow data integration from multiple internal
\nand external sources to provide a single customer view.
\nThis integration will enable sales and marketing to derive
\nactionable insights and inform their downstream tactical
\napproach to customer engagement.<\/li>\n<\/ol>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/How-to-Realize-Value3.png\")
\n<\/div>\nEmbracing a digital future<\/h2>\n
\ndoesn\u2019t have to mean lower engagement. On the contrary,
\nit is an opportunity to refresh your event strategy to drive
\neven richer engagement through regular, differentiated, and
\nmemorable events.\n<\/p>\n
\ndigital events a strategic necessity. Companies that get it
\nright will benefit through deeper insights, better customer
\nexperiences, and ultimately, an improvement in event
\noutcomes, brand perception, and product advocacy.\n<\/p>\nKey takeaways<\/h2>\n
![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/How-to-Realize-Value4.png\")
\n<\/div>\n
\ngaining traction because they
\nprovide an opportunity for better
\nreach, improved customer
\nsatisfaction, enhanced insight
\ngeneration, and more efficient ROI.\n<\/p>\n
\ngeneration are at the heart
\nof successful events, not just
\npre-, during, and post-event,
\nbut as part of a continuous process
\nto personalize all aspects of the
\ncustomer journey.\n<\/p>\n
\ndigital or hybrid event should
\nbe a flexible, integrated technology
\nstack<\/a> for providing a next-level
\ncustomer experience.\n<\/p>\n