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.
How we helped track and evaluate conference performance over time across multiple international events
Our client planned to have a significant presence at key global conferences over the course of a year. Find out how we effectively monitored perceptions of their brand across different regions over time.
Our client was developing a portfolio for the treatment of a chronic neurodegenerative disease and planned to have a significant presence at key neuroscience conferences over the coming year. With conferences being a considerable investment, they wanted to understand how various aspects of their presence and presentations n(vs competitors) at each event impacted their target.
Top tips for conducting effective conference research
Plan ahead, frame the future, and track performance across meetings. John Branston lists his top ten recommendations for conducting effective conference research.
Medical conferences represent a considerable investment in terms of time and resources. With such scrutiny on spending, it is important to know what aspect of conference ‘worked’ and what did not. Conducting conference research is invaluable for evaluating the success of marketing and communications activity at industry events. With our proprietary evaluation tool, Conference Live, we have conducted numerous research projects amongst physicians attending many types of medical conferences, from small symposia to large three-day events. My tips for conducting effective conference research are gleaned from that experience.
How conference research was used to gauge reactions to new clinical data and measure the impact of a company’s presence at a leading industry event
Our client had recently conducted a series of clinical trials with its breakthrough cardiovascular product, resulting in outcomes data which had the potential to give it a more competitive edge and successfully differentiate it against their closest competitor.Communication strategies and marketing messages were to be crafted using the outcomes data which our client planned to launch at the European Society of Cardiology (ESC) annual congress. As a result, our client wanted to understand in detail the impact of their data on physicians’ perceptions of them.
Conference Live for ongoing congress performance measurement
Director John Branston discusses the benefits of a mobile approach for evaluating medical conferences year-on-year
One arena where the benefits of mobile research have combined to especially good effect is conference research. It suddenly became possible to achieve a hugely valuable mix of standardised comparative evaluation, multimedia submissions and in-depth qualitative feedback in rarefied conditions’ where our clients’ key target customers are really thinking hard about how the future will play out in an area of medicine. Enabling longitudinal research through the pre- and post-conference phases also allowed for some very clear measurement of congress impact and the effect of individual announcements, booths, company presence etc. on delegates’ perceptions.