Pharmaceutical

EAS 2021

A digital congress strategy enabling a united therapeutic presence, that allowed several brands to invest together in a flexible, manageable online solution.

Challenge

Challenge

Rapidly implemented solutions at the start of the pandemic in 2020 led to many learnings but some relatively limited engagement with virtual exhibition spaces from HCPs.

For 2021 the challenge from our client was to take these learnings and build on investment already made. We needed to find new innovative ways to deliver clear, succinct messages to their audiences, as well as improve the opportunity for networking and 1:1 engagement with their brand, whilst still working alongside the scope & offering from the societies congress platforms.

Key to the brief was the need for one solution that would service the needs of multiple drugs under one division in order to create a strong united brand vision.

Rapidly implemented solutions at the start of the pandemic in 2020 led to many learnings but some relatively limited engagement with virtual exhibition spaces from HCPs.

For 2021 the challenge from our client was to take these learnings and build on investment already made. We needed to find new innovative ways to deliver clear, succinct messages to their audiences, as well as improve the opportunity for networking and 1:1 engagement with their brand, whilst still working alongside the scope & offering from the societies congress platforms.

Key to the brief was the need for one solution that would service the needs of multiple drugs under one division in order to create a strong united brand vision.

Approach

Approach

To service many brands and multiple congresses with one solution, we knew that simplicity and clarity of UX was crucial.

Flexibility needed to be built in to our deliverable to ensure brand teams could still adapt their messaging to their audience.

Our successful ‘library concept’ had already proved a hit and had become recognised by HCPs over previous years, so we wanted to build on this and find a new way to creatively bring it to life for 2021.

To service many brands and multiple congresses with one solution, we knew that simplicity and clarity of UX was crucial.

Flexibility needed to be built in to our deliverable to ensure brand teams could still adapt their messaging to their audience.

Our successful ‘library concept’ had already proved a hit and had become recognised by HCPs over previous years, so we wanted to build on this and find a new way to creatively bring it to life for 2021.

Solution

Solution

Dedicated brand pages built into one therapeutic-area site provided HCPs with clear direction to relevant resources but enabled our client to retain a united approach to their communications. A tiled approach to resources allowed brand areas to tailor their assets as they would like - from video, PDF or audio presentations. Search functionality allowed easy way-finding for information-hungry delegates. A chat bot manned by live reps during congress hours enabled delegates to interact f2f or via chat as they preferred, to answer any questions.

The clever design created a playful, interactive experience for the delegate, encouraging exploration through the library of resources that was at their fingertips. With a huge increase in site visitors and creation of a cost effective long term asset that was able to be adapted to local markets too, our happy client deemed the project a big success.

Dedicated brand pages built into one therapeutic-area site provided HCPs with clear direction to relevant resources but enabled our client to retain a united approach to their communications. A tiled approach to resources allowed brand areas to tailor their assets as they would like - from video, PDF or audio presentations. Search functionality allowed easy way-finding for information-hungry delegates. A chat bot manned by live reps during congress hours enabled delegates to interact f2f or via chat as they preferred, to answer any questions.

The clever design created a playful, interactive experience for the delegate, encouraging exploration through the library of resources that was at their fingertips. With a huge increase in site visitors and creation of a cost effective long term asset that was able to be adapted to local markets too, our happy client deemed the project a big success.

Impact

Impact
75%

increase in unique visitors
to EAS-relevant therapeutic
pages from 2020

348

unique visitors, EAS 2021
(approx. 20% of delegation)

75%

increase in unique visitors
to EAS-relevant therapeutic
pages from 2020

348

unique visitors, EAS 2021
(approx. 20% of delegation)

843

page views

00:10:27

mins average user session,
EAS 2021

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