Congress planning and execution: APAC

The challenge

Due to the ongoing rise in COVID-19 cases in the APAC region, it was decided a key congress in women's health would be once again held virtually. With digital fatigue strong in the region, and HCPs yearning for interaction despite the heavy travel restrictions, our client came to us for support on how to create and implement a digital offering that could generate excitement and meet their customer’s’ needs.

The solution

Although an APAC congress, the event attracts specialists from all over the globe and through the client's scientific offering, we wanted to bring together international and regional experts so that they could discuss how their respective experiences could apply to clinical practice in APAC. After the core planning team had decided what key topics/learning objectives/potential speakers would be of most value to the audience we began planning and managing all the steps involved in making their vision come to life. We worked with the speakers to get an outline of their presentation, create draft slides, design, reference and approve their presentations and manage all the necessary event logistics including speaker contracting, consent forms and technical rehearsals. To ensure the sessions weren’t perceived as ‘just another webinar’ we focused on creating an engaging format, with speakers presenting different perspectives and adding in even more experts for the panel discussion. We also prepared a number of polling questions to get valuable customer insights during the sessions. With the core scientific content defined, we then developed a pre, during and post congress customer engagement plan. Customers were segmented into two; those who would be attending the congress and those who would not. We wanted to extend the reach of our scientific content so developed a bespoke congress page where HCPs could register for free to access all our sessions on-demand. Different channels were used to target different segments, we used the client's congress sponsorship opportunities including e-blasts, banners and virtual booth to drive people to the live sessions and explore more of their content whilst we used targeted LinkedIn posts to empower HCPs who weren’t attending the congress to register for the bespoke page.

The outcome

The client attracted HCPs from over 40 countries to their sessions with over 550 HCPs registering for access to the on-demand content.