By Guest Writer, Sandra Graham-Mason, Eisai
New research shows that investment in a venue-based promotional speaker program, particularly one featuring speakers at the national level, can pay off in terms of increasing audience size and economies of scale. But that’s not all: There also are new augmented-communication tools that will help you extend a program’s influence beyond the event itself, via mobile location-based targeting.
The concept of geofencing — that is, targeting prospects via the location-based functions on their mobile devices — has been around for a while, but new advances in technology as well as new methods of targeting, that enhance privacy and security, make it easier to target HCPs both on-site as well as after an event, creating a continuous chain of communication between promotional education programs and sales rep interactions.
Pioneering companies that are partnering with Life Sciences companies have the ability to break down this digital “geo-fence” into a grid of hundreds or even thousands of “cells” smaller than an average office elevator (think just 2’x6’, in some cases). Using KPIs determined by the program organizer, these partners can then turn these cells on or off based on whether or not the users within them are responding to the messaging. This both extends the impressions your program can deliver and focuses your resources only on communications that perform well.
To assuage any privacy concerns, this targeting is anonymized in a very sophisticated manner: Attendees can be targeted by business name or category, audience segment, demographic, IP address and other traits that make sure your messaging is delivered only to the intended group without compromising their anonymity.
This method of segmenting attendees gives a program organizer the ability to send enhanced messages to participating HCPs, KOLs or other conference attendees, so that both during and after the program, you can encourage deeper engagement with ads like branded banners. The granularity of using IP addresses gives you a great conduit for post-event communication.
A program of ad delivery managed with augmented communication can keep your brand literally in the palm of their hand, helping it remain top of mind even after they return to their offices and resume patient interactions.
Sandra Graham- Mason, Associate Director, Marketing, Eisai
Sandra Graham-Mason joined Eisai, Inc. in 2013, and is responsible for overall HALAVEN® HCP Strategy. Previously, Sandra helped lead the evolution of the FYCOMPA® Speakers’ Bureau, KOL engagement and Direct-To-Patient promotional strategy. With more than 20 years of industry experience, Sandra began her pharmaceutical career in sales, and has held roles with increasing responsibility in Sales, Sales Training and Product Marketing at several companies including Johnson & Johnson, Bristol-Myers Squibb, and Sunovion Pharmaceutical.