Five Considerations for Choosing the Right Event Technology
The life sciences industry is undergoing a fundamental change in how it interacts with customers. The increase in digital encounters will last well beyond the current situation. One top ten pharma has told us that they expect digital interactions to comprise more than 50% of all engagements on an ongoing basis, up from less than 30% just a few months ago. Other companies have also indicated that they anticipate permanently doubling or even tripling the number of virtual events they run.
Technology is the key enabler to help these companies achieve their shift to virtual events. Best-in-class companies are already thinking strategically about how to support peer-to-peer interactions in this channel. Here are some key considerations as you plan your own virtual event strategy:
- Consider your long-term strategy
It’s important not to rush to solve for a short-term need. Think about how online events connect back to your comprehensive multichannel marketing strategy. An integrated environment that enables the free flow of information across your commercial ecosystem is critical to helping you progress HCPs along the customer journey.
- Get insights from your data
Data has been “historically” stuck in disparate systems. Your technology needs to be connected in the larger environment so that you can get a full view of your customer interactions. Understand what information people saw, how they interacted with you, and even the ability to gather valuable feedback. By connecting systems and analyzing all of your customer data, you can get important insights that can help you refine your marketing activities.
- Think about a system that accommodates all event types
Choose a system that can accommodate a variety of event types. If not careful, companies can become reliant on multiple different solutions for different use cases. Not only is this highly inefficient, but it also creates a barrier to executing an intelligent engagement strategy.
- Align content to your virtual channel
Be sure to align your content strategy with your channel. Content developed for a live meeting may need to be adjusted for your virtual event.
- Build a strategy for “no-see” HCPs
In a recent informal customer survey, we found that most customers do not have a defined strategy around these physicians. In the post-COVID-19 world, this can put your organization at a disadvantage.
While business continuity is the main driver for the increase in digital interactions in the short-term, the new generation of HCPs generally expects a modern approach that will last beyond the current medical crisis. The life sciences industry can start to prepare for this new reality now.
The Veeva Online Summit will be held virtually in June and is a great opportunity to learn how other biopharma companies are building a digital engagement strategy. Register now.