Transform Your Digital Events: Elevate Your Content

In a recent Veeva survey, 47% of pharma and biotech professionals claimed that personalized content and experiences are a top content priority. To differentiate your virtual event, focus on personalization and, more importantly, elevate your content.

How do you elevate content? Here are three considerations:

Pre-event prep work
Especially for virtual events – it’s no longer about the number of attendees – it’s about having the right group of HCPs that will engage in a meaningful discussion. Elevating content is not just about delivering insightful information to attendees. It’s also about the broader conversation and shared experiences around the topic. Spend time thinking through which HCPs will actively participate and benefit from the event experience.

New styles to deliver insights
HCPs have expressed fatigue over the surge of webinar invites they’ve seen due to COVID-19. They miss peer-to-peer interactions they would typically experience at in-person events. Use that gap as a leverage point to differentiate your event—host breakout sessions to promote colleague discussions and audience engagement. Consider delivering insights through other non-traditional formats such as gamification or workshop-style events. Exploring new ways to provide insights can help combat virtual meeting fatigue.

Content Reuse
Part of elevating content means that the information is shared beyond the event experience and put into practice. Build on the educational content delivered at the event so that HCPs can fully internalize the information. Eighty-six percent (86%) of marketing, IT, and commercial operations professionals say they are producing more content now than six months ago. Utilize a platform to create and streamline the delivery of relevant information across multiple channels.

To enable an immersive experience for HCPs, offer a content experience beyond a one-time presentation given by a speaker at an event. Consider sending follow-up materials as part of a broader strategy to communicate relevant insights on an ongoing basis.

Want more tips for transforming your digital events? Read about the five ways to execute an immersive event experience.