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Four effective ways to weave content throughout medical events 

By Ritika Sharma, Scientific Programme Manager at SWM Partners

When we think of events, visions of people coming together either virtually or in person generally come to mind, however content has a very important role to play in this process. In fact, a recent report from The Content Marketing Institute found that 69% of B2B marketers plan to invest in video in 2022, followed closely by in-person, virtual and hybrid events at 61%.

Not only does this show the value marketers place on these platforms, it highlights how inextricably linked events and content really are. With the onset of the pandemic and the switch to virtual events that ensued, the role of content within these experiences has only been further amplified.

There are various types of content in existence, however when it comes to engaging medical professionals and patients, some are more powerful than others. For maximum effectiveness, content should ideally form part of an end-to-end event strategy that encompasses the pre-, during and post-event stages.

Communicating key product information ahead of time

Robust pre-event communications are important for generating interest and awareness, so that people not only attend an event; they are also well prepared on the day. In order to ensure key messages and information is shared, look to experienced bio-medical specialists to analyse and interpret a product’s subject matter.

The benefits of this approach are manifold. Not only will these experts work with you to extract the most pertinent information, they’ll package it up into educational and informative content. This can then be customised by platform, and shared across mediums such as secure website portals and visually engaging briefing materials, which enable medical professionals to get the most out of the experience.

Engaging and inspiring with animated video

Video content has risen in popularity in recent years, so much so that a recent report uncovered ​​96% of people have watched an explainer video to learn more about a product or service, and 69% of respondents said they’d most like to learn about a product or service by watching a short video.

Graphics and video animation sequences are a great way to break up sessions and presentations, and can be used to transform raw product data into clear, readable and understandable animated videos. These include key information about a drug product, such as its pharmacological properties, incompatibilities and storage requirements, and they also demonstrate how it should be prepared and administered.

For maximum success, it’s important to follow a tried and tested process here. This involves curating a detailed text flow document that outlines which information is to be included in each screenshot, storyboarding with respect to the data ​​– while also ensuring the creative is engaging, educational, and on brand. Finally, rendering allows for a clear, crisp end product.

Perfecting presentation content to maintain interest

Speaker training sessions and rehearsals are important, however it’s also vital that the content they deliver during an event catches the eye. Working closely with talent to streamline their presentations, both in terms of timings and copy, will make for a more engaging attendee experience, and re-branding them to complement the look and feel of the event will create a sense of cohesion.

Providing opportunities for interaction is another great way to maintain the interest of audience members, by weaving tools such as polling, Q&As and mini workshops throughout each session.

Tailoring the content to educate and inform after the fact

Events are no doubt a valuable way to educate and inform medical professionals about new drugs, however it’s important to continue the momentum once they end. Aim to seek out trained and experienced bio-medical experts at this stage too, as they are well equipped to take the information that was shared during the event and tailor both the content and mode of delivery for different audiences.

For medical professionals this might be flip charts about the drug preparation and administration process, and posters for their general practices and surgeries which invite patients to take part in clinical trials.

FiercePharma recently reported that general practices are the key place people look to when seeking healthcare information. This means it’s vital that materials such as booklets and leaflets are not only readily available, they should be further customised for patients with respect to their age, background, and other variables. While the language, tone of voice and materials may be different, at the same time the key product and brand messaging will remain consistent across the board.

Events and content are two powerful marketing tactics on their own, however when combined, they can make for incredibly engaging experiences which educate, inform and inspire audiences, and further the advancement of medicine in the process.

To find out more about how SWM Partners can help you weave content throughout your events in engaging ways, get in touch today: hello@swm-partners.com.

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