{"id":69838,"date":"2023-03-09T10:24:30","date_gmt":"2023-03-09T09:24:30","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=resources&p=69838"},"modified":"2026-03-23T17:19:37","modified_gmt":"2026-03-23T16:19:37","slug":"the-new-rules-of-pharma-events-handbook-for-success-in-the-hybrid-era","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/the-new-rules-of-pharma-events-handbook-for-success-in-the-hybrid-era\/","title":{"rendered":"The New Rules of Pharma Events:
Handbook for Success in the Hybrid Era"},"content":{"rendered":"

Handbook for Success in the Hybrid Era<\/p>\n

Events: Make-or-break link in the customer journey<\/h2>\n
\"\"<\/p>\n

Figure 1: GSK integrates its global
\nevents strategy with the customer
\njourney (watch video)<\/a><\/p>\n<\/div>\n

Over the last two years, the way pharma companies run events for healthcare professionals (HCPs) underwent
\ntwo significant transitions. First, they went from mostly face-to-face to exclusively virtual out of necessity during
\nthe pandemic; second, they went from entirely virtual to the new hybrid era, out of choice. And while digital events
\nhave increased 600% relative to pre-pandemic,1<\/sup>
\n in-person events are back and highly valued, especially for providing
\neducation and support to HCPs.<\/p>\n

When assessing event effectiveness in the new hybrid model, it\u2019s important to consider which customer interactions
\noccur before, during, and after an event across multiple channels [Figure 1]<\/b>. Yet, the traditional way of managing
\nevents\u2014using spreadsheets, highly customized horizontal platforms, or proprietary technologies\u2014makes it difficult
\nto bring event data together with insights from other activity channels.<\/p>\n

By treating events as a separate channel, rather than as an integrated touchpoint in the customer journey, your team
\ncould miss out on valuable customer interaction data from one of the highest impact touchpoints with HCPs.<\/p>\n

This handbook details the success factors for an impactful
\nglobal events model. Events strategies succeed when
\nteams focus on the metrics that matter. To offer a truly
\nomnichannel customer journey, companies need to
\nconsider event activities within the wider mix of HCP
\nengagement channels. Only then can your commercial
\nteam determine whether your events drive strategic
\noutcomes for the brand.<\/p>\n

Single view of all engagement activity<\/h2>\n

In the past, most events were in person, with speakers, reps, and attendees gathering in the same place. They were organized as standalone
\ninteractions and relied on email, or even paper-based, invitations. Field teams tracked engagement activities (such as rep emails, in-person
\nvisits, and virtual calls) in CRM software but kept event data in a separate silo, resulting in an incomplete customer view.<\/p>\n

Meanwhile, the event data they collected typically focused on attendance: the number of attendees, cancellations, and response time to
\ninvitations. Companies lacked understanding of the customer interactions happening before, during, and after an event across other channels.<\/p>\n

With 58% of HCPs saying they prefer virtual or hybrid medical conferences,2<\/sup> pharma companies have an opportunity to expand the type of
\nevent data they can collect, and insights they can gain, into an HCP\u2019s engagement with a specific brand.<\/p>\n

When you integrate events into your overall engagement strategy, information from each customer touchpoint builds upon the last interaction.
\nYou can combine data from all your event types with insights from other activity channels\u2014face-to-face visits, virtual meetings, phone calls,
\netc. Sales and marketing teams then gain complete visibility into field activities and results, which they can use to personalize interactions.<\/p>\n

This integrated view of all customer activities and affinities makes it easier to plan omnichannel campaigns and execute more effective events
\nacross the right mix of event types [Figure 2]<\/b>.<\/p>\n

Figure 2: Impactful events inform field teams\u2019 next best action with HCPs<\/h3>\n

\"\"<\/p>\n

Boehringer Ingelheim: Event data fuels global customer insights<\/h2>\n

With more than 50,000 employees, Boehringer Ingelheim is one of the world\u2019s largest pharmaceutical organizations, renowned for
\ndeveloping innovative treatments.<\/p>\n

Given its size, harmonization across its 88 regional offices is critical to the commercial team\u2019s operational efficiency and success.
\nHowever, regional teams lacked a global, integrated event solution and were accustomed to using their own separate solutions. This
\nresulted in a fragmented landscape, without a standard planning process or consistent reporting.<\/p>\n

The team decided to roll out Veeva CRM Events Management<\/a> across 77 countries over three years, providing local teams with a
\ntechnology solution that is fully integrated with their CRM and is both secure and compliant.<\/p>\n

Instead of constant back and forth over email to propose events and share bits of information slowly over time, Boehringer Ingelheim
\nstreamlined event planning across the company. Event organizers now use CRM Events Management to reserve dates, manage
\ninvitations, plan budgets, get approvals, and more, while meeting regional regulatory requirements.<\/p>\n

Using the deep insights available in its new event solution, Boehringer Ingelheim can also deliver the right mix of in-person, virtual, and
\nhybrid events. While face-to-face meetings previously dominated event schedules, the company currently offers about 80% of its total
\nevents as virtual offerings.<\/p>\n

<\/p>\n

Outcomes with Veeva CRM Events Management<\/h3>\n

\"\"\n<\/div>\n

Hybrid era success factors<\/h2>\n

In the hybrid era, a successful event simultaneously provides value to HCPs while furthering the goals of the brand. This level of customercentricity requires pharma companies to know what has worked for HCPs in the past, what would deliver the most value at the next touchpoint,
\nand the business impact of choosing one type of event format or content over another.<\/p>\n

To do this, you need best-in-class technology, event data that can be embedded into CRM, and processes that allow insights to flow to the right
\npeople within the organization.<\/p>\n

Technology: Deliver on the promise of omnichannel<\/h3>\n

\"\"<\/p>\n

One thing leading organizations have in common is best-in-class technology. The right events management software can deliver
\non the promise of omnichannel by providing HCPs with a seamless customer experience across the channels they prefer.<\/p>\n

In the past, some companies customized or stitched together various internal systems to match the workflow of each unique
\nevent type. Others relied on their logistics partners\u2019 software, even though it wasn\u2019t designed with customer data management
\nin mind. These methods were time-consuming and expensive, resulting in multiple applications that couldn\u2019t share data.<\/p>\n

The right technology should serve all event types, delivering better visibility with greater compliance [Figure 3]. The application
\nshould be pre-integrated with engagement data across all other channels to achieve a complete view of your customers. Using
\na common data architecture<\/a> can be a powerful and cost-effective way to minimize the resources for linking data.<\/p>\n

\n

Figure 3: Five success factors for Events Management software<\/h3>\n

COMMERCIAL IMPACT<\/h4>\n