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The power of content: tips for applying it to medical meetings

We share five key content types, and delve into ways they can be woven throughout healthcare meetings.

By Ritika Sharma, Scientific Programme Director at SWM Partners

While meetings are a must when it comes to sharing study or product related information and updates, as well as bringing healthcare professionals (HCPs) together, there’s a key piece of this puzzle that we mustn't overlook in 2024: content.

It plays an important role before a meeting begins, as it occurs in real time, and also once it ends, and there are various platforms, tactics and tools that can be leveraged here, depending on factors such as your goals and budget.

Pre and post-meeting communications that both engage, and drive attendance

While these aren’t necessarily new, it’s important to pay close attention to the design of email communications, as well as the content you choose to include within them.

Compelling invite and registration emails that reflect a study or organisation’s branding, clearly outline a meeting’s purpose, key takeaways delegates can expect, and essentials such as its timings, location and format/s can compel an individual to attend. Additionally, the pre-event stage presents opportunities to share attendee surveys, ensuring the meeting is shaped to reflect their wants, needs and expectations.

Ongoing updates, from joining instructions to programme reveals are also vital for maintaining interest, meanwhile the sharing of post-event successes, resources and surveys are a valuable way to continue the conversation once a meeting ends.

Bespoke animations and video content for added clarity

Many reports have highlighted the rise of video content in recent years. For example, figures released by Statista in October 2023 revealed that 239 million people in the US, and 56.2 million Brits consume videos on YouTube.

While in the world of healthcare content of this nature is designed for a more niche audience, it shows us that there is a high demand for video content.

Videos are a powerful educational tool, and can feature key opinion leaders (KOLs) or other HCPs, highlight how a product is to be administered in animated form, and the benefits of attending an event, among others.

The key to success across all video content is looking to external experts to develop customised storyboards, create compelling scripts, and bring all elements together seamlessly during the edit phase. Furthermore, they can recommend, build and manage the most suitable platforms and portals in which to house and showcase these content pieces.

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Cohesive speaker presentations to maximise engagement

Study leaders, KOLs and other speakers may be experts in their field or the subject matter to be shared during a meeting, however summarising this information, transferring it into a presentation, and delivering it in a compelling way is not always their forte.

This is where medcomms experts that understand complex scientific data can step in. By developing a presentation template that reflects the look and feel of the study or the organisation, formatting slides to ensure they can be understood with ease, and weaving in visual elements, speakers are able to communicate their thoughts in a succinct manner, and importantly, maintain delegates interest throughout.

Study specific communications that enhance education

Complementary materials and communications can add to the learning experience in real time and post-event. From digital publications and clinical reference materials, to fact sheets and study guides, they can be housed within an event app, onsite iPads and customised digital portals so that delegates can access additional information during the meeting, and also refer back to it at a later date.

Here compelling and easily digestible copy is key, as are elements such as illustrations, graphics, and images. Furthermore, it’s important to be mindful of any cultural nuances and translation requirements.

Virtual and augmented reality to immerse and inform

These technologies have become more affordable and accessible of late, which makes them a welcome – and valuable addition to meetings in the healthcare sector.

They can be used to showcase the up close composition of a product that the human eye cannot otherwise see, outline a key process, and encourage interactivity as delegates embark on a journey into the product or study, and complete challenges or answer questions as they make their way through the digital experience.

They are an effective option for in-person events, and are accessible to remote attendees too, as virtual headsets can be sent to their homes or offices.

Looking to develop robust content strategies for your meetings?

Our event management, digital and medcomms teams collaborate ongoing to develop compelling content that resonates when and where it matters most, all throughout the event life cycle.

To learn more, get in touch with us via: hello@swm-partners.com.