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.
How a mobile methodology elicited a deeper understanding of the key drivers behind physicians’ prescribing decisions
After the recent launch of a competitor drug in cardiology, our client wanted to better understand the degree of differentiation between products, focusing especially on the way physicians justified their selection of specific novel products which are known to be poorly differentiated.
In addition, a better understanding of the overall justification for prescribing novel therapies (versus standard-of-care) was required.
Strengthening brand perception through real-time insights from ophthalmologists at conference
Our client wished to conduct conference research to evaluate reactions to their ophthalmic technology as a result of a new product launch, to measure awareness of their other portfolio of products within ophthalmology and see how they compared to competitors.
They particularly wanted to gather feedback and interest from physicians attending the conference in real-time as well as measure recall of their products.
Using mobile research to measure physician reaction to brand activity at conference
Traditional conference research is increasingly difficult to carry out and subject to numerous types of bias. In response to client need, we have developed a conference evaluation tool called Conference Live that gives a 360-degree view of what your presence at conference meant to your target customers.
The case under consideration was one such conference evaluation: Our client wanted to gain feedback from physicians about how their experience of company performance, exhibition booths and symposia compared to competitors during at conference. We conducted mobile interviews to capture immediate insight into physicians’ reactions to events in real time during the conference. But the key strength of Conference Live is the pre- and post-conference measurement of key perceptions.