Virtually, the same: Is it time to rethink congress strategy?

In this month’s PME, Jonathan Andrew, Technology Director at Lucid Group discusses the digital transformation that swept through the medcomms industry due to the COVID-19 pandemic. In particular, we saw the entire pharmaceutical congress scene turned on its head as the world went into lockdown, bringing face-to-face gatherings to an abrupt halt. The congress organisers, pharma firms and their logistics/creative med-comms agencies rallied at speed to adjust to the new normal of running events virtually, and still managed to still put on an excellent show.

Twelve months on, we now have a year’s worth of learnings and engagement metrics to reflect on; but what, if anything, has changed? What might ‘good’ look like, considering the insight?

In this article, Jonathan reflects on the key learnings which will help to shape the delivery of a new hybrid approach to post-pandemic medical meetings and congresses.

“By attempting to create a like-for-like congress environment – complete with 3D-virtual exhibition halls and 3D-virtual booths, we have inadvertently broken what makes an online experience great, and subsequently made content much harder for delegates to locate and interact with.”

You can access and download the full article here.


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