Executing pivot to digital conferences

The business challenge

The Medical Marketing team was experiencing large volumes of work with a less-than-ideal head count

They needed support with coordinating and executing product theaters with KOLs selected from the organization’s Speaker Bureau

 

What we did

Demonstrated impact and urgency to treat with brand X:

• Created an immersive digital booth experience with interactive engagement

• Promoted at virtual conferences

 

How we did it

• Executed new campaign visual and content

• Leveraged a newly created live booth rendering to develop a 3D, single room, virtual booth that was optimized to host brand content

• Drove awareness and traffic through congress sponsorships, Rep promotion, conventional paid media, and social media

• Drove engagement with interactive experiences

⁃ Clickable video for campaign immersion experience

⁃ Clickable video for patient profiles

⁃ Live contact-a-rep via ZOOM

⁃ Downloadable material

⁃ Promoted attendance for product theater webinar

• Ensured lead acquisition by capturing attendee credentials for follow-up email communications tailored to Tx behavior

 

Results

• Program implemented efficiently and met goals

⁃ Attendance exceeded expectations across 2 years

⁃ Clickable video for campaign immersion experience saw most engagement, followed by downloadable material

⁃ Follow-up emails tracked additional visits to the brand website with KPI engagement, such as registration with CRM program

• Learnings captured and refined for execution the following year