Virtual Conferencing: A Roadmap for Pharma
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A pragmatic Roadmap for the pharmaceutical and medtech industries to digitize their conference and events channels. Presentation is a follow-up to an earler deck: 'The Medical Conference is Dead. Long Live the Medical Conference'.
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Virtual Conferencing: A Roadmap for Pharma
- 1. Virtual Conferencing A Roadmap for Pharma Len Starnes Digital healthcare consultant Berlin lenstarnes
- 2. 1 The business case Virtual educational events 2 Virtual-physical medical society conferences 3 4 Reinventing the conference function
- 4. Market forces Regulatory changes impacting medical meetings HCPs' digital behaviours & expectations Increasing sophistication of virtual conferencing technology Budget restrictions, exorbitant med soc conference fees The race for multichannel dominance
- 5. Marketing reality Brand teams spend millions of $ every year on medical society conferences… few set KPIs, most have no idea of true ROI
- 6. Outrageous medical society fees forcing pharmas to review sponsorship options & size of exhibition stands
- 7. Is it worth it? €216,000 inc VAT http://www.escexhibition.org/ESCCongress2016/Documents/ESCIP2016_LR.pdf
- 8. Industry stand space at ESC Congress 2015: 8,380 m2 http://escardio.formstack.com/forms/esc_2016__exhibition_space_application_form Cost of 8,380 m2 at ESC Congress 2016: € 4,235,520 Stand construction costs and service charges not included http://www.escexhibition.org/ESCCongress2016/default.aspx
- 9. Opt for physical conference attendance selectively, increasingly disinclined to travel Increasingly turn to live & recorded online video for medical education Perceive conferences as 365 interactive conversations Digital doctors
- 10. Videos viewed by HCPs last 12 months Among those watching professional videos online Manhattan Research, Taking the Pulse USA 2015 56%CME Medical news Mode of action Patient information Other Medical procedure demos Disease/condition info Lectures/seminars Drug efficacy 56% 46% 36% 34% 31% 17% 16% 16% 3% HCPs view online video as a crucial educational tool
- 11. http://transparency.efpia.eu/the-efpia-code-2 http://www.phrma.org/sites/default/files/pdf/Letter- to-CMS-from-PhRMA-AdvaMed-BIO.pdf Fewer HCPs will attend conferences Fewer HCPs will speak at sponsored symposia EFPIA & PhRMA Disclosure Codes
- 12. Column1 Impact of codes already significant 53% report codes restricting physical attendance Among 237 specialists in USA, UK, France, Germany, Italy, Spain, Russia, Turkey, China, Brazil, and Argentina who had attended a medical conference in 2015 https://www.ashfieldhealthcare.com/gb/the-formula-to-successful-meetings/
- 13. Eliminated payments to HCPs speaking at company-sponsored symposia Eliminated payments of travel expenses to HCPs attending conferences Hans Gilhuys GlaxoSmithKlineUK Exl Digital Pharma Europe 2016
- 14. Technology drives adoption of new engagement models Traditional channels often fail to meet HCPs preferred types of engagement ‘
- 15. Column1 Significant dissatisfaction with physical meetings 39% report negative experience Among 237 specialists in USA, UK, France, Germany, Italy, Spain, Russia, Turkey, China, Brazil, and Argentina who had attended a medical conference in 2015 https://www.ashfieldhealthcare.com/gb/the-formula-to-successful-meetings/
- 16. Sophisticated platforms meet demands of doctors & pharmas Live + on demand video Real-time Q&A & polling Global access Connect from any device Actionable engagement metrics
- 17. Multichannel excellence crucially depends on using insights on customer channel preferences in… medical education
- 19. Amgen: webinars/congresses now core channels Jonathan Doognan Amgen Europe Eyeforpharma Barcelona 2016
- 21. FIRST Gain experience and confidence with virtual educational events PROGRESS To hybrid virtual-physical medical society conference participation
- 23. Basics Create an analogous interactive environment to a traditional conference Use CME & EACCME accreditation to incentivize participation Leverage an existing therapeutically- focused platform to increase reach
- 24. Learn best practices Partner with specialist healthcare platform vendors and leading medical education institutions
- 25. Virtual Afib Congress Sponsored by Pfizer
- 26. Partnership with American Heart Rhythm Society Firewalled Tikosyn speaker session & booth CME credits from Johns Hopkins Hosted on CardioCareLive 6 months
- 27. Virtual exhibition hall for Pfizer and HRS stands
- 28. Key results Tikosyn area Courtesy: PlatformQ, USA 456 unique attendees 18:27 average session time US$ 128 average cost per attendee
- 29. Key results Pfizer + HRS 1,115 total attendees 68% US based 53% target specialists US$ 66 average cost per attendee Courtesy: PlatformQ, USA
- 31. As conservative as pharma Often content with conference formats unchanged for over 100 years Deeply sceptical of new conference formats that disrupt revenue streams Yet to understand the opportunities virtual-physical conference collaboration with pharma afford Medical societies
- 32. Multiple options… expect more soon Sponsored sessions & events hosted on medical society platform Independent virtual conference highlights package Independent virtual conference extending the physical experience
- 33. 50th ASCO Annual Meeting Highlights Sponsored by a pharma, medtech & cancer charity Hosted on MD Linx medical portal & Doctors.net.uk HCPs social network‘
- 34. Educate 5 specialities on latest treatments presented at ASCO Annual Meeting 2014 The brief Target specialities in 16 European countries using 4 languages Reach target specialities using effective alternative channel to attending in person
- 35. Key results Engagement before, during, post ASCO 72,393 newsletter alert emails opened 6,673 visits to Highlights microsite € 13 average cost per microsite visit Courtesy: M3 Europe, UK
- 36. Virtual symposium extending 2014 American College of Cardiology Annual Meeting Sponsored by Medtronic
- 37. 3 x 60 min CME sessions broadcast live from Frankfurt, April 2014 Speakers from Australia, Spain, USA CME/EACCME credits from Einstein College of Med Hosted on CardioCareLive 6 months
- 38. Key results 751 live participants 1249 on-demand participants Participants from 32 countries Almost 49 min engagement/session 83% of participants reported positive learnings Courtesy: PlatformQ, USA
- 39. Medical society platforms offer trust, deliver reach http://www.escexhibition.org/ESCCongress2016/Documents/ESCIP2016_LR.pdf ESC Congress 2016
- 40. Use of medical society platforms just beginning Many restrict hosting to sponsored accredited CME Opportunities to co- develop fully-compliant win-win collaboration strategies Collaborating with medical societies
- 42. In future traditional pharma conference and events functions will include VCELs Virtual Conferencing Engagement Leads
- 43. Skills Skills and expertise Analytics Numeracy, data, engagement metrics Insights Customer journeys & preferences in online meded Virtual platforms Vendor landscape, best functionality practices Multichannel MCM processes & cross-functional integration
- 44. Skills Cross-functional collaboration Medical BUs & brand teams Multichannel Leads Legal & Compliance
- 45. Skills Digitization of the conference and events channel will be standard practice in pharma – sooner than you think
- 46. A sincere thanks to the following for their help and support in developing this presentation • Hans Gilhuys, Multichannel Director Europe, GlaxoSmithKlein UK • David Murphy, Executive Vice President, PlatformQ • Tim Ringrose, CEO, M3 Europe • Robert Rosenbloom, President & CEO, PlatformQ
- 47. lenstarnes@gmail.com T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes linkedin.com/in/lenstarnes twitter.com/lenstarnes slideshare.net/lenstarnes Len Starnes Digital Healthcare Research & Consulting