A history of the Radisson Hotel Group, Procurement Peer to Peer group

Effective Web Meetings Webinar

The webinar, supported by a pre-webinar survey, demonstrated there are still further steps to go before web meetings, targeted at HCPs, are a turn-key part of the marketing mix for healthcare companies.

• Internal brand and clinical team confidence were seen as a key barrier in deploying web meeting solutions due to concerns over the capability of HCPs IT systems to access technology and a preference for face to face

ROI.

• It was recognised that HCPs, specifically due to the effective use of their time, felt web meetings were a useful tool to gather relevant content.

• There are a wide range of technologies, widely used for internal meetings, that satisfied the needs of web meetings and specific meeting types such as; investigator meetings, advisory boards, product launch and training meetings. • Compliance was seen as a positive / negative to the use of web meetings; positive as it avoided complex meeting compliance elements and negative as certain interactions face difficulties in gaining compliance approval such as live web casting. • Content is still too often an after-thought for web meetings, even though it is a key component of success - adapting content from other channels or planning bespoke content for web meetings is key. • Training was seen as a critical pathway to change behaviours and ensure that web meetings were deployed correctly with the right amount of preparation and planning.

Key Outcomes

It is clear from this webinar that web meetings will form a substantial, blended approach, to meeting and communication strategies. This change will be driven by organisations who are clear on the internal ownership of web meetings, develop clear training guidelines and recognise that a web meeting needs as much objective setting, pre-planning and due diligence (specifically on HCP technology capabilities and content creation) as face to face interactions. These changes will support how companies decide on the value of web meetings to internal teams and match the increasingly technology driven expectations of HCP.

Key Statistics

Question: Considering your organisations use of web meetings for HCPs, how would you rate your adoption of this approach?

Excellent: we have a consistent, effective solution across the company

Good: we have an effective solution, but not consistently used

Fair: we have isolated best practise but no consistency

Poor: we have been slow to adopt and little consistency of approach

Do not know

0%

20%

20%

40%

20%

0 20 40 60 80 100

Statistic Takeaway

Meeting stakeholders are not confident about the capability of technology and HCP’s to deliver effective virtual meetings.

Return on Investment for Healthcare Sector Meetings and Events

– Part 1

These discussions can be framed with 1 particular statistic from the pre-meeting survey; 86% of those who were surveyed felt their organisation had a fair or poor approach to effective ROI.

• The group felt that an ROI approach, solely or in the majority focused on a sales return, was likely to be “reaching for the stars”. This did not mean that an effective solution could not be reached, simply there were a number of contributing factors that needed to be considered to create a solution that worked within the needs and culture of a specific organisation. Realistic solutions were likely to be built around Return on Objectives (ROO) rather than ROI in its traditional form.

• This is balanced by a clear view from the group that the current level of spend on meetings and events is unsustainable without robust ROI metrics to prove their value. • In the absence of clear and proven methodologies, within the public domain, or at a company level our meeting concentrated on the investigation of the factors that might lead to a robust ROI metric for meetings and events, not an analysis of a best practise model.

Key Outcomes

It was agreed that this topic needed further investigation looking at more detailed practical solutions in the creation of an effective ROI model based on the critical factors outlined next.

Key Statistics

Single Event

Annual Programme

Annual Programme

Series of Events

Part of an SMMP Programme HIGH degree of ROI analysis

MODEST ROI analysis LITTLE or NO ROI analysis

X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X

Statistic Takeaway

There is extensive data collection and analysis into a wide range of meeting Parameters, by the companies represented, but ROO is not currently one of them as there appears not to be little appetite from meeting stakeholders.