How a top 20 pharma company improved congress outcomes with SpotMe Life Sciences

Situation

Pharmaceutical companies heavily invest in medical congresses, with expenses ranging from $500,000 to over $5 million per tier-one event. Despite the significant investments, companies face a critical challenge: the inability to measure and maximize the return on their congress participation effectively.

A top 20 pharmaceutical company approached SpotMe Life Sciences to help them get more value from their congress participation. They were looking for an end-to-end solution that ensured HCP interactions were captured before, during, and after the congress, generated first-party data to equip their reps with insights and next best actions, and fully integrated into their CRM system for congress effectiveness measurement.

Challenge

The main issues faced by the pharmaceutical company included:

• Decentralized Operations: Each congress used different methodologies, tools, and third-party agencies, leading to inconsistent data collection and management across medical, commercial, and business operations.
• Lack of Measurable Outcomes: Relying on aggregated and anonymized metrics such as heatmaps or hospitality unit usage did not provide actionable insights or effective measures of ROI.
• Defend the Spend: Increased budgetary pressures, with no accurate measure of ROI to defend the effectiveness of congress investments.

These challenges resulted in a lack of visibility over congress activities, making it difficult to assess the impact of their participation and to plan strategically for future events.

Solution

To address these challenges, the pharmaceutical company turned to SpotMe, a life science event platform that offers a robust solution tailored for congress excellence.

SpotMe Life Sciences' event platform provided a solution for:

• Consistent Methodology and Tools: Standardized processes were implemented across all congresses, regardless of location or third-party agency.
• Enhanced Engagement Layer: There was ownership of engagement data throughout all HCP interactions at various congress stages, including booth lead capture, symposia, HCP hubs, and onsite appointments.
• Tailored Experiences: Agendas were personalized for HCPs to increase engagement and participation.
• Integrated Data Management: All interactions were captured on a single platform, enabling real-time data analysis and integration with CRM systems for follow-up actions.

Implementation

The SpotMe solution was rolled out across multiple top-tier congresses. It involved setting up a standardized operational framework for all events, training and certifying third-party agencies, and integrating the platform with existing CRM systems to ensure seamless data flow and accessibility.

Results

The implementation of SpotMe Life Sciences' event platform transformed congress management, providing them with:

• Increased HCP Engagement: HCP interactions at congresses increased by 31%, with attendance rates at specific sessions such as satellite symposia rising to 65% and activation rates at HCP hubs reaching 80%.
• Actionable Insights: The platform provided a dashboard for real-time monitoring of congress activities, allowing the company to make data-driven decisions.
• Enhanced Feedback Collection: Comprehensive feedback was gathered from various touchpoints, significantly improving the quality of interactions and attendee satisfaction.
• Strategic Goal Setting: The company could set and monitor goals across all congress teams, enhancing overall strategy and execution.

Conclusion

SpotMe Life Sciences' event platform has proven to be an invaluable tool for pharmaceutical companies in managing and optimizing their congress investments. By providing a unified method to manage engagement, collect data, and analyze performance, SpotMe has helped to not only improve their immediate congress outcomes but also refine their overall event strategies for future success.