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ESMO – How to increase the impact of a congress on brand perception

At Trilations we like to analyse and measure things so we measured the impact of the performance of pharmaceutical companies at medical congresses

Medical congresses are still a big thing in pharma. Events such as ESMO still attract a lot of attention and are a way to reinforce your relationship with key physicians. At Trilations we like to analyse and measure things so we measured the impact of the performance of pharmaceutical companies at medical congresses and we noticed that congress participation in general still has a high impact on HCPs’ perceptions of pharmaceutical companies and their products (for the data-lovers; the effect is 2.7 times stronger than an individual visit from medical science liaison staff).

However, as we all know, a congress comes with a high price tag and the reach is limited as a company can only invite a certain number of HCPs for attending a medical congress. Even though there are ways – such as offering remote attendance or by mirroring same topic conferences locally – to create a more budget-friendly way of interacting with your customers in a congress setting, the best way is to integrate it in an individualized communication strategy.

Each HCP has his or her own preferences for communication with pharmaceutical partners and his or her own modalities for taking in information. For many, an invitation to a medical congress will be part of that package, but not for everyone. So knowing your customers is key:  through which mix of channels and at which frequency does every individual HCP wish to be approached? Make sure you take every HCP through the individualised omnichannel journey of his or her preference in order to maximize the impact of your investments in medical congresses.

Do you want to know more? Download our presentation with all the facts and numbers from our study:

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