The life science industry has embraced the virtual setup during the pandemic. From telemedicine to online conferences, experts have observed minimal in-person meetings that have the potential to become the future of healthcare.
Since Covid-19 crisis led to cancellations of conferences, there were some groups that managed to have a virtual version. The reason that experts believe that this will become the future is that digital conferences are expected to go on for a year. Surveys suggest that doctors are unlikely to travel during the coming year for work and personal reasons.
Since these events generally become a hub of any product launch, it becomes simpler for marketers to attract buyers here. But, virtual conferences will require them to rethink the whole strategy and still create the impact that happens in-person meetings.
Virtual conferences in the past have proved that they reach a few people and especially with organisers providing both in-person and virtual options, the latter ones generally get ignored.
Considering that virtual conferences become a norm, it has to also be considered that scientific conversations about the papers, that generally happen during and after the conference, happening on twitter. The scientific committee and especially marketers currently do not consider social media, like twitter, to discuss. But virtual conferences completely change that norm.
As far as the sponsorships for the conferences are concerned, not many companies have understood the value and way of investments on virtual conferences. The number of views needs to be considered here to estimate the size of the conference. In the initial phase itis hard to judge that and needs decisions to be taken in real-time. These new formats can significantly change the numbers and the impact too.
Like any other digital transformation, this too is not going to be a quick fix or a one-size-fits-all. There needs a tower to be established to monitor all the conferences and make a database to work ahead with. There will be a requirement of new tactics, new formats, new approaches and even new technologies and devices.
While all the virtual efforts sound fancy, there will be major cybersecurity concerns. One of the major reason why many pharmaceuticals are reluctant to engage in social media is due to regulatory constraints.
It is essential to remember that succeeding in digital is about people and that control towers need to benchmark their digital capabilities and work with HR to develop the necessary skills.