Partner content.
Leslie Robertson, CEO of Open Audience, says events need to include more interaction and personalisation to remain engaging.
According to Robertson, healthcare professionals (HCPs) are seeking out events that offer a more interactive and personalised experience. “Gone are the days of one-size-fits-all meetings,” said Robertson. “Healthcare professionals want to be engaged and involved in the learning process.”
This trend is not limited to the pharmaceutical industry, as many industries have been shifting towards a more personalised approach to engaging with their target audience. However, the healthcare industry has unique challenges that make personalisation particularly important.
Accessible and personal
One of the biggest challenges is the complex nature of the information being presented. HCPs are compelled to keep their professional development up-to-date and must demonstrate they are up to speed with the latest medical research and treatments, which can be difficult given the vast amount of information available.
Pharmaceutical companies have traditionally relied on presentations and lectures to communicate information to HCPs. However, these types of events can often be one-way conversations that do not allow for much interaction, contribution, challenge, or engagement.
Responding to this challenge, pharmaceutical companies are exploring new approaches to retain HCP interest and engagement. One approach that has gained popularity is the use of personalised learning. This approach considers the unique needs and interests of individual HCPs and tailors the learning experience accordingly.
Data is king
The shift towards more engaging events has also created new challenges for pharmaceutical companies. To support pharma compliance processes, there is a need to collect and analyse data to understand the needs and preferences of healthcare professionals. This data must be accurate and 100% verifiable.
Pharma companies are investing heavily in data analytics to fulfil these requirements, but also to better understand the needs and preferences of their target audience. This enables them to create personalised events that are much more relevant, valuable and engaging to HCPs.
The shift towards more engaging events is not without its critics. Some have raised concerns about the cost and time required to develop these types of events, but through the measurement analytics, interactive engagement in surveys, polls, Q&A’s, and other dynamic activities, it is easy to focus the content, understand the interest and measure the impact and value the event is having. In fact, budgets are less likely to be wasted.
“Creating engaging events can be time-consuming and expensive,” said Robertson. “However, the benefits of engaging with healthcare professionals in a meaningful way are well worth the investment.”
The shift towards more enriched event engagement for HCPs is a positive development for the healthcare industry. By offering personalised and interactive learning experiences, pharmaceutical companies can build stronger relationships with healthcare professionals, deliver more relevant and valuable content and ultimately improve patient outcomes.
But this shift isn’t exclusive to the healthcare industry, it is also becoming more evident in the events industry. Event organisers, agencies and corporates are integrating personalisation into their events strategy for 2023 for these very same reasons. Bespoke and interactive content keep delegates engaged and therefore create a positive event experience, helping to drive registration for next year’s event.
To learn more about techniques and practices to engaging pharma audiences, visit the Open Audience website.
