How we used Conference Live at a series of large and small-scale congresses to measure shifts in customer perceptions over time
Our client planned to have a significant presence at a variety of medical congresses r in both the US and EU. Find out how we effectively measured their performance across a range of KPIs
Our client planned to have a significant presence at a variety of large and small-scale medical congresses in both the US and EU in support of their portfolio of products for a range of degenerative neurological conditions. To understand how their presence had been received, they wanted to collect feedback and explore any shifts in perceptions toward their products and measure their performance across a range of scientific engagement and customer experience KPIs.
Using our proprietary congress evaluation tool Conference Live, we conducted research at a series of neuroscience events across the US and EU over the course of two years. For each event, we recruited a sample of physicians, specialists, KOLs and other healthcare professionals planning to be in attendance.
Before, during and after each event we used a mix of online and mobile surveys to capture perceptions around the various disease areas, companies engaging in these spaces, and of our client’s congress activity. This allowed for a comparative analysis and a depiction of any changes over time.
To gain insight into the key aspects of delegates’ experiences, we administered a series of in-the-moment mobile questionnaires evaluating visits to a range of company booths and the scientific presentations including keynote speeches, papers, and posters.
By conducting research at multiple events over an extended period, our client was able to effectively monitor the company’s performance over time and learn how effective their congress strategy was in the US and Europe. Furthermore, they were able to track any changes in perceptions of their brands, with clear signals as to which had been the most pivotal events that shaped popular opinion.
Additionally, we were able to deliver in-depth analysis on opportunities and threats to our client’s business. We highlighted communication pathways that would differentiate them against their competitors and engage with congress delegates much more effectively and provided information about which competitors were likely to begin overtaking their product space in the market.
Because of the agile nature of our Conference Live methodology, our client received almost immediate feedback on the initiatives they ran at each conference including the effectiveness of their presentations, booth, and communication materials. In addition to identifying the most successful initiatives, we were also able to provide further insight into ways in which they could improve their performance at future events by outlining what delegates wanted to see more of in these spaces.
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