The medical and pharmaceutical industries have strict codes of conduct governing how they do business. Increasingly, planners for Pharma or medical events are being scrutinized over their ability to remain compliant. Non-compliance is no small matter; fines range up to $1 million, and in some cases, jail time is a possibility.
If the looming threat of fines or jail time wasn’t bad enough for the planners, the attendees don’t even seem to be enjoying themselves. A survey of 237 physicians across several global markets revealed some 39% said they didn’t have a positive experience at the meetings they attended. And it’s not like their expectations were low — 95% were expecting engaging and meaningful meetings.
So here are 3 tips for planning a pharmaceutical meeting that will engage and inspire the audience, and make the effort of compliance all the more worthwhile.
Choose a Desirable Location
There are a few ways to quantify “desirable”. It’s not just that it’s a nice city or place to visit — that should go without saying. But the location of your event should also be accessible and convenient. People travelling interstate, or internationally, should be able to get to the venue easily from the airport. Shops and dining should be readily available. Setting up near cultural landmarks and precincts also adds an air of a holiday to the trip, even for attendees flying in and out just for the event dates.
Group Privacy is Paramount
Pharmaceutical and medical meetings often involve sharing and discussing new ideas, important discoveries, and complex problems. Unwanted interruptions from uninvited guests, or worse, infiltration by competitors trying to steal trade secrets, are a planner’s worst nightmares.
Keeping strict privacy on a budget can be difficult, but it’s not impossible. Favor venues which have lobby registration or security as standard. Digital sign-in and registration processing at meeting rooms can also add another layer of privacy to keep the event secure.
If budget permits, some venues offer “full buyouts”. These are common and popular solutions to ensure privacy during events — the entire location, such as a hotel, is fully booked just for the meeting. The only people at the location besides the staff are the event attendees; no guests, no interlopers, and no uninvited competitors.
Mix Information with Engagement
There will be many well-accomplished participants sharing valuable insight at the event. Planners will revel in the opportunity to spotlight not just their accomplishments, but the speakers themselves.
However, it’s important to not make the meeting a strict series of one-sided presentations and lectures. Social-first activities need to be worked into the planning to allow for the sort of casual meetings and chance encounters that make meetings so successful and productive.
Ideally, there should be three spaces during the event — one for presentation, one for networking, and one for exhibiting. This will allow attendees to move between them and get the best of both worlds.
