Trilations’ research shows that congress participation impacts HCPs’ perceptions regarding your company and your brand(s), both positively and negatively. The differentiator is that you have to do it well: quality is key. Our study on companies’ performance at ESMO re-confirmed this long-held belief that quality in every aspect is key.
If you are hosting a booth, make sure that you have a clear message to bring via your most knowledgeable and skilled staff. If you are organizing a symposium, make sure the topic is innovative and brought by a great speaker. However, it is not only about the content but also about the overall practical organization and communication regarding the congress. On these latter aspects, the sales rep has an important role to play. By getting some basics right (e.g. checking if tickets are well received) that need minimal effort, you already create a lot of value for HCPs. If you can’t succeed on these points, it’s better not to invest in the international congresses at all.
The ESMO participants in our study clearly indicated that MSD, Roche and Pfizer were perceived to have delivered the best overall congress performance. In addition we see that Roche had the highest acceptance rate of their invitations (as well as targeting the highest proportion of leading physicians) and were able to attract the most people to their booth and symposium. Specifically for Roche, we see that their invitees’ perceptions about Roche and Tecentriq were markedly improved after the congress, compared to their perceptions before the congress.
Even though congress participation has its clear benefits, it is also clear that a growing number of physicians prefer to go independently and that from a budgetary point of view you can only invite a limited number of physicians to a congress. That is why it would be interesting to embed the congress participation in a broader communication strategy.
Do you want to know more? Download our presentation with all the facts and numbers of our study.