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Five best practices for medical event delivery, and how to embrace them in 2022

By Jade Gardiner, Lead Project Executive, and Tash Bernard, Scientific Programme Manager at SWM Partners

Just as a new year is often when we create resolutions in our personal lives, it presents an opportunity to reflect on our achievements, plan ahead and set goals in business. It’s a time to develop new strategies, processes and ways of working to ensure ongoing success.

With this in mind, here at SWM Partners we’ve been discussing which event best practices will remain essential in 2022. Some of them aren’t exactly new, yet their pertinence remains key when it comes to ensuring the effective design and delivery of medical events.

Streamline event content with the support of biomedical experts

An event’s content programme is essential to its success, so it’s vital to dedicate sufficient time to not only the information that will be shared at an event, but the ways it will be communicated. Aim to include a varied mix of sessions that educate and inform medical professionals, delivered in a variety of different ways. It’s important to create content for multiple audiences if the event is hybrid too – with 42% of online attendees stating they would prefer to attend the same event online in the future, it seems this format is here to stay.

Given that product information is often complex, it’s also important to consider the ways it can be communicated so that attendees get maximum value out of the experience. This is where qualified biomedical experts have an important role to play. Leaning on their expert knowledge in the fields of science and pharmaceuticals, they analyse documents and information that relate to the product, consider the target audience, and extract the most relevant data accordingly.

Leaning on their expertise, they will then transform this data into a comprehensive event content strategy, which ensures the key detail is communicated through a number of channels, such as animations and highly visual presentation decks for speakers.

Develop communications that extend beyond the life of an event

It can be tempting to tick an event off the list once it wraps up and move onto planning the next one, however there’s immense value in considering how key takeaways can be shared with attendees. This will help to ensure the product and brand remain top of mind, and that the most accurate product information is circulating at the post-event stage.

Medical content and communications such as information brochures and flip charts are an effective way to educate and inform both medical professionals and their patients, and scientific support materials can be used to provide more detailed information for those in the field to refer to when diagnosing a patient.

Formalise your speaker search for maximum relevance

Selecting speakers based on their notoriety can be great from a marketing perspective, however you could be losing out on valuable opportunities to engage and inform attendees about your product if they aren’t the right fit.

Alternatively, developing a formalised speaker strategy and criteria from the outset, and conducting in-depth research into the event’s target audience (this could also be included as a question at the registration phase, or once it ends, to inform future events) will ensure the content resonates with your audience.

It’s also important to set an example, by including a varied range of speakers. While in 2020 99% of panels featured female speakers, between 35% and 40% of events did not feature Black speakers. Organisations such as the Diverse Speaker Bureau do great work in this space, and are a valuable resource to turn to when curating event speaker programmes.

Commit to an event production calendar

While biomedical experts help to perfect the content, event production specialists ensure all moving parts come together on the day.

This is made possible by developing a production calendar, which includes a detailed timeline for all stages of the production, budgets, details about the venue and catering, and information about what is to be done by the various teams – from audio visual crew and technical directors, to security personnel, venue managers and caterers – who are involved in bringing it to life.

This process-driven approach minimises miscommunication between teams, ensures everyone is accountable, and that an event is delivered seamlessly on the day.

Formalise COVID-19 health and safety policies

Ensuring the safety of attendees is the biggest challenge 35% of event planners face when it comes to hosting in-person events. This highlights the need to not only continue to treat COVID-19 health and safety as a priority in 2022, but include a policy and insurances that speak to this across every project as the norm.

There are many technologies emerging that allow this to be achieved with greater accuracy and little human contact. We delve into this a little deeper in our recent event technology trends piece.

Learn more about how you can embrace event best practices and achieve greater success in 2022. Get in touch with the SWM Partners team today:

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