Knowledge Sharing

Engaging Health Care Professionals (HCPs) in a highly regulated environment has become increasingly challenging.

Traditional marketing tactics are often costly, and ineffective, and require difficult-to-implement tools and monitor compliance controls.

Business Goal: Offer doctors and health care professionals digital access to medical conferences worldwide

Working with a leading Swiss pharma company to design and build a digital engagement platform to maximize marketing ROI and capitalize on the increasing trend of HCPs accessing medical information through digital channels.

The responsive web design delivered unbiased and personalized medical content to HCPs across desktop, tablet, and mobile devices. The platform also enabled streaming of on-demand and live videos from scientific congresses and symposia.

My role was to lead the UX design and manage the design team of UI and FED across global offices. Working across timezones was a challenge from the West Coast USA to India but managed with varied working hours, open digital communication channels, and daily progress calls.

In June 2016, using the company’s new virtual conference platform, Vivinda TV, on-demand delivery of content from the world’s largest cancer conference, the American Society of Clinical Oncology (ASCO), drew more than 4 600 registrations from virtual delegates in 103 countries. That’s five times more than were engaged the previous year using traditional sponsorship methods.

Delegates registering for the European School for Advanced Studies in Ophthalmology (ESASO) congress were similarly receptive. Through Vivinda TV, almost 1,800 virtual delegates from 75 different countries accessed the meeting content online, compared to the 500 to 600 ophthalmologists that would normally attend in person. The response underscores the value of a globally accessible platform for medical education. It also indicates the medical community’s ready acceptance of virtual technology as a way of accessing current, relevant and unbiased content to support their medical practice. For Novartis, it is a signal to do more of the same in future.

Solution

The first global pilot of the platform reached over 13,000 HCPs across 60+ countries. Using the power and scale of technology, the Pharma company was able to engage four times the number of HCPs at ¼ the costs compared to the prior years’ marketing efforts. Most importantly, with the new platform HCPs from around the world had access to an extensive library of medical information they could leverage to improve patient care and outcomes.

Since the launch of the largest oncology conference, The American Society of Clinical Oncology (ASCO) has seen 4,600 registrations from virtual delegates in 103 countries. The European School for Advanced Studies in Ophthalmology drew 1,800 virtual delegates, which are three times as many that attend these events in person. Plus many more.

Created a style guide