Is it the time to say farewell to traditional methods of conducting medical conferences?
Medical conferences and events play an important part in the pharma industry. Practitioners treat them as a primary source of expanding their medical knowledge. [source] They get the latest medical news and learn how to help their patients efficiently. They have the possibility of networking and exchanging valuable professional experience. Advantages are apparent, and so are disadvantages. In a hectic life of a practitioner, a conference means taking some absences from work, time-consuming trips, incurring additional expenses and some unpredictable factors which need to be considered such as, e.g., illness. Looking at conferences from the perspective of an organizer, they are a must in the highly competitive pharma business. They are also quite demanding in terms of content, compliance and toughening legislation. [source] Organizing a conference can mean continuous challenges: to find an exceptional place, to secure KOLs (key opinion leaders) and to assemble an appropriate number of returning and new participants. It means providing outstanding lectures, meaningful interaction and some entertainment afterward. All of the above within a certain budget. All the above to make it up-to-date and memorable experience.
The conferencing business quickly embraces technology. Acc. to Market Research Media, the overall virtual event market is predicted to grow from $14 billion in 2018 to $18 billion in 2023. [source] It further assumes that traditional conferences and trade shows will gradually move towards virtual events, either to be completely replaced by them or will create a hybrid combining elements of a traditional event and a virtual one. [source] American Express’ Global Meetings and Events Forecast presents some main trends within the conferencing business which turn technology to the unique customer experience. [source] One of them is the use of augmented reality (AR) or virtual reality (VR). Both become more and more affordable these days. The idea behind is to share the experience among the participants during the conference. In 2017 alone, 42% of examined companies used augmented reality during conferences and corporate events and 39% were using virtual reality, with further plans of usage at the level over 85% among the examined companies in 2018. Both technologies can sound even more alluring when thinking of 3D live-streaming during conferences. Artificial intelligence (AI) is another big tech thing to be further used during conferences. 42% of examined companies claim to use AI during conferences. AI can take the form of chatbots answering the participant’s simple questions or become a part of a conference mobile application which will further help in, e.g., networking. [source] Furthermore, event apps gain on massive popularity, with 91% of event planners seeing a return on investment from event apps. [source] Event apps allow for embracing augmented reality (AR) or virtual reality (VR) technologies, networking and many more. Last but not least, for an up-to-date conference, one cannot imagine buying a ticket or registration without social networking websites, combining the social aspects of human life with professional ones.
The situation in the pharma conferencing industry, which constitutes the biggest part of the education sector, is hardly different. [source] In the report “The Future of Medical Conferences” (FirstWord Perspectives Report) one can see that 86% of doctors use a smartphone for work and 53% use a tablet for work. There is a growing number of digital-natives and millennials who favor a 24/7, on-demand training to traditional conferences. [source] The report states that doctors were asked to assess in 2016 their physical and virtual attendance during conferences in 2021. Generally, respondents declared participation in person in a smaller number of conferences. [source] When asked about the impact of online interactive medical conferences on their ability to access knowledge, over 54% saw a positive impact. [source] The main drivers for attending a virtual conference were: comfort to access the conference anytime (acc. to 32% of respondents) and progress in technology (28%). [source]
Highp conferencing comes as the answer to the growing demand for digitalization in the field of the pharma conferencing. This is one of the services available within the Highp tool, other being: follow-ups, video messaging, audio messages, education programs, and promotion campaigns. Highp as a tool is easy to use and does not require a user to be tech-savvy. No app installation is needed. Designed to be as intuitive as the use of a smartphone, the messages are sent as SMS but opens in a rich feature format (audio, video or presentation) supplying information and education straight to a doctor´s mobile.
Highp conferencing helps cascade global trends into the local practitioner’s environment. It acts as a newsroom, so a practitioner does not need to wait for updates published in pharma magazines. The messages from the conference can be simply seen or heard on the go. They are usually quite short: 2-3 minutes long so they can be easily squeezed into a practitioner’s agenda with a possibility to request more detailed information. Highp holds communication with a non-physically attending doctor the same way as it does do with attendees. One can find there a pre-congress phase which builds the excitement, a core conference, i.e., supplying the daily highlights from the conference, and finally, a wrap-up stage (with a survey and a key message recall). The conferencing functionality in Highp has been successfully tested several times, to mention some recent conferences as ASCO (the American Society of Clinical Oncology), EBCC (the European Breast Cancer Conference) or ECTRIMS (the European Committee for Treatment and Research in Multiple Sclerosis).
The advantages of using Highp are numerous. A pharma company can attract the group of practitioners who otherwise would not be able to attend. Both for the company and for the practitioner the cost of virtual attending is lower than participation in person. Practitioners have hands on latest knowledge immediately just via a smartphone, which everybody has.
It seems that further progress in digitalization of pharma conferences is inevitable. The quicker one adopts efficient tools, the bigger benefits one obtains. With Highp tool lagging behind is not an option. On the contrary, it means getting a competitive advantage over other pharma players.
It seems that most of HR departments are more occupied with the problem what are employees’ training needs rather than what method should be picked up to have good and long-lasting training results. Repetition and hands on activity are vital to retain knowledge. It is also fundamental what tools are used since they can hugely impact employee’s knowledge retention. Microlearning, though gaining more popularity, is still not used to such an extent as one might expect. The aim of this article is to present how microlearning is employed by some of the companies to achieve outstanding business results, but also to make the learning journey an attractive experience for their employees.
Microlearning is the method to grasp knowledge presented in small chunks. A learning session takes place on the mobile device. A module is short, usually around 5 min. or even less. It is packed with essentials. One microlearning lesson has only one specific goal to perform. Videos or other rich formats accompany the training to accelerate the learning process. Gamification i.e. using the elements from games or game convention is often used in microlearning. Moreover, learner can decide when or where to take the lesson. It is the learner who is in the center of attention and his/her needs. Retaining knowledge is fundamental. Continuous learning in small bites guarantees best results. Microlearning is the learning method which has appeared as the answer to growing number of millennials as the workforce but its appeal is much broader. The method is said to bring high engagement among the participants and give outstanding business results.
One of the examples of microlearning’s use is onboarding prepared by Domino’s Pizza. The idea was to give its new employees a standardized training when they come to work. Onboarding is often overloaded with knowledge, sometimes it discourages new staff. They have to learn many different things: ingredients, quantities and recipes and it’s tough to prioritize things in the beginning. Additionally, the tasks need to be done in a limited period of time. The training aimed to engage them with their new duties, to quickly teach them know-how and give the possibility to come back to the training if needed. The formula used in the training was gamification and it was highly rated by the staff. As a result, Domino Pizza claimed increase of speed to competency among the employees, cost savings due to learning right proportions from the beginning and as a result more satisfied customer.
Another example of using microlearning method was employed by American retailer Walmart who introduced a compliance training for the employees. Walmart needed to introduce safety culture which would affect in the decrease of injuries and accidents at work and last but not least save a lot of company’s money. Additional challenge was the fact that the workforce was multi-generational. Instead of traditional trainings, Walmart introduced Axonify™ microlearning platform. Employees were supposed to log into the platform while they had some down time during each shift. They had a task to play the game for 3 to 5 minutes and after to answer some questions regarding safety. They were given instant feedback on their results and the system remembered answers so it was able to come back to employee’s gaps in knowledge. The platform acted as a continuous loop. Both knowledge and behavior were tested to make sure that they were implemented on a daily basis. Walmart successfully diminished number of injuries and accidents at work. It increased significantly the knowledge on safety regulations among the employees. The platform gained huge popularity, not only was it focused on individual needs but it also did it in a funny, engaging way.
BT Consumer, a division of British Communication group, also used microlearning for training. Their aim was to improve customer service since many customers complained about it. Many unsatisfied customers had to phone several times to solve their problems. Additionally, BT Consumer recruited a lot of employees and needed fast onboarding training. Similarly to Walmart, the training had a game formula and microlearning bites ensure that the learning was efficient and interesting. Since the number of employees was around 2 500, it was vital that learning was individualized to cater for different knowledge and experience. BT Consumer claimed that the customer service had improved, which manifested itself in reduced number of callback rate. Customer value improvement grew by 5%. Reduction in call-handling time caused that customer service could handle more customers in shorter period of time.
Microlearning is also utilized in product training to help the staff remember product specifications. One can find such an example in Toyota, in the USA. The car company helped car dealerships learn the specification and differences regarding different car models. It was available for 25 000 representatives. The company noted 5% increase in their sales satisfaction index and increased sales. Not only did it help the staff to remember specifications, but it positively influenced their self-confidence making them better salespersons.
Examples of microlearning can also be found in a competitive pharma industry. Connectmedica™ uses microlearning in its Highp platform. Highp allows to send personalised messages via SMS, e-mail or push-up notification. Microlearning is one of the aspects of the platform. Additionally, it has also tools to conduct account-based campaigns, can be used for customer services and allows for follow ups. Highp microlearning is an up-to-date solution which can be used for onboarding new employees, product training or just-in-time training. It allows the employees to have trainings without disturbing their daily working routines. For the company it means cost savings as trainings can be easily updated and they are cheaper in comparison to traditional trainings. Messages are positively assessed by 90% of recipients. Highp gets very positive feedback from the leading pharma companies.
Microlearning can be used for different trainings with different purposes. Its up-to-date features (mobile use and usually game-like formula) make it appealing to employees. Microlearning opens a new chapter in learning methods.
MERCK – a global company with over 350 years of experience, founded in Darmstadt, Germany in 1668 by Friedrich Jacob Merck, now with almost 53 000 employees in 66 countries working on breakthrough solutions and technologies. Healthcare, Life Science and Performance Materials are MERCK’s core businesses. In all three sectors, it offers specialized and high-quality products.
Considering recent changes in European law system (GDPR implementation) Merck is required to gather a personal opt-in for further continuous communication with HCPs. It is a rather challenging activity involving multiple assets and resources, including proper tools, representative training, and development of an add-value – “a reason to believe” – to HCPs give Merck an e-permission.
Connectmedica where responsible for complete project development and implementation using Highp platform and service. During the Polish Clinical Oncology Society Congress, Merck was acquiring opt-in with the support of our conference representatives. Using Highp platform we were able to send instantly thank you message to physicians and reinforce the promotional process of a new app – CRC box, designed especially for oncologists, bringing higher satisfaction and Merck brand awareness. With Highp automation we are able to followed-up communication to successfully engaged hundreds of HCPs remotely.
Born and Raised in Warsaw, Poland – Connectmedica and it’s flagship product Highp – account-based marketing & communication platform yesterday announced their presence at the TechCrunch / Disrupt, 5-7th September, at the Moscone West Convention Centre, San Francisco, CA.
Company’s incredibly talented team and their innovative CEO Igor Gnot are very excited and proud to be able to showcase their flagship product – Highp. “Innovation is enormously important. It’s a new foundation and reassurance of long-term customer retention, company growth and its positioning in the market. What matters to us the most is that our final products and solutions, share our clients vision of success – Highp reflects all of that.”, says Igor Gnot – Founder and CEO of Connectmedica
Connectmedica is one of the few Polish companies joining this year’s tech show in Silicon Valley. The company spent last three years developing Highp and is very excited to be able to present its capabilities internationally
What is Highp?
Highp is a complete platform that enables your organization to offer versatile services that re-ignite business growth. It’s an innovative approach to communication includes personal video messaging, interactive video presentations and an utterly re-designed approach to face to face and remote meetings.
It delivers more reliable and long-lasting interactions that generate growth and long-term return. With added full automation and reporting capabilities it becomes one powerful and synchronized tool re-imagining the way we communicate with customers.
Connectmedica’s and Highp team (#gethighp) will be represented by over six industry professionals, including its Founder & CEO – Igor Gnot, Business Development Director – Michal Komorniczak
“Our attendance at DISRUPT / Techcrunch 2018 underscores our dedication to innovation, versatility, and belief in how amazing, personalized video communications empower people, and help companies find a new better way to follow up and engage with their customers”,says Michal Komorniczak, Business Development Director Exhibiting at #STAND , Connectmedica will present a working demo of Highp Video Messaging solution, as well as a full portfolio of it, ’s capabilities adapted to different markets and industries. Every case will be different and must be analyzed and approached according to their circumstances. Connectmedica and Highp have been at the front of these efforts to make sure that Highp’s versatility and adaptive functionality is presented with detailed transparency according to the relevant industry. Connectmedica representatives will be all available for any additional questions or presentations during both days of the trade show. Should you wish to announce your visit and make an appointment please contact: firstname.lastname@example.org
What type of businesses can benefit from using Highp and how?
Highp is a versatile platform that can be used in many different ways: group presentations, conference highlights, remote detailing, meeting follow-ups, micro-learning, account based campaigns or even closed-loop marketing. Currently being used by over 40 corporations from the Pharmaceutical industry (many of the blue-chip companies), including the market leaders and giants, likes of Sanofi, Pfizer, Janssen, GSK, Novartis, Abbott, Roche to name a few.
If you are:
– Looking to grow your sales and increase your company’s revenue?
– Developing a new brand?
– Building new relationships with suppliers, distributors, and stakeholders?
– Looking for new ways to amplify your business?
Visit Connectmedica team at the TechCrunch / Disrupt, 5-7th September, at the Moscone West Convention Centre, San Francisco, CA., and find out how Highp can help you to reignite the growth of your company.
About Techcrunch Disrupt
It’s an annually hold tech conference and exhibition hosted since 2011 by Techcrunch in San Francisco, New York City, London, and Berlin. It attracts tech lately medical industries, startup owners, investors and innovators from all around the globe. One of its core events it’s Startup Battlefield where startups sign to pitch their innovative business ideas on stage in front of venture capital investors media and other interested parties. Few of the well known and famous were born there to include names like Dropbox, Beam of Crate.io.
An American-Polish company dedicated to helping Industries around the world to provide Customer Experience (CX) through innovative omnichannel and digital solutions. It offers best in class sales and marketing support led by the team of experts capable of helping your brand achieve ambitious goals. With an army of programmers and IT professionals, software teams working in agile to deliver bulletproof features in time, Connectmedica offers complete strategy, technology and management support for your next brand service.