Adapting Your Conference Marketing Plan When Events Are Cancelled

Spring is often the kickoff for medical conferences worldwide. But 2020 has shown us that nothing can be taken for granted. The rapid response to COVID-19 is disrupting plans for many popular healthcare congresses. Not only are meetings – typically filled with handshakes and crowded conference rooms – being cancelled, but conference-associated marketing plans have also been put on hold.

In the United Kingdom, both the Royal College of Physicians and the Royal College of Anaesthetists have postponed their annual conferences until 2021. The Healthcare Information and Management Systems Society Global Health Conference has moved online. US-based societies such as the American Association for Cancer Research and the American College of Physicians have cancelled 2020 meetings until further notice.

The pandemic is wreaking havoc on event planners and medical marketing professionals alike. So how do brand managers adapt marketing plans when medical conferences are cancelled? While it’s challenging to mimic the same interactive booth and meeting experiences, you can still engage with your healthcare audience. Here are some suggestions to help minimize the lost opportunities due to cancelled medical conventions and congresses.

Start with a secondary plan

Your first step should be to have a plan B if you find an upcoming conference will be cancelled, postponed, or moved online. Although we have never faced this kind of challenge, it is a good time to not only plan for recovering lost opportunities this year but to get ahead of future catastrophes that will impact conference attendance.

Look at your conference marketing plan. Can you find ways to shift ad spend, redistribute collateral, or otherwise replicate or replace touchpoints such as your exhibit booth, attendee programs, after-hours meetings, and so forth? A rapid move to plan B can help keep momentum going until you have a chance to re-engage personally.

Sponsor virtual sessions

Conferences that become virtual events may provide opportunities to sponsor individual sessions. This can be a great targeting opportunity. If possible, focus sponsorship funds on meetings where key influencers are expected to attend, so you can reach those who can help spread the word about your medical solution.

Leverage digital channels

The Internet, email, and social media sites have been part of your marketing strategy already. So now is the time to further leverage non-physical channels as events are cancelled. For example, increasing budget to PPC ad campaigns is one way you can continue to connect with physicians and other HCPs.

Steering medical professionals to your website through digital channels will be more important than ever during this time. The upside is that your brand’s website can inform HCPs nearly as effectively as a booth representative. Consider offering explainer videos and full PDF versions of the collateral you intended to distribute at the conference. Making your information easily accessible through your website helps busy physicians quickly find the answers they seek.

Take it a step further and add a chatbot to your site. This makes their engagement with your brand more interactive. They can ask questions and request specific information – just like at the conference!

Shift collateral distribution to print and multimedia options

You were prepared to hand out brand/product collateral at your booth. Now, you’ll want to distribute those materials through other means. Journal reprints, supplements, website banner ads, and webinar sponsorships are just a few of the alternate ways you can market your products.

It will be important to ensure your messaging is captivating and informative, because you’ll have plenty of competition for HCP attention. As part of your plan B, consider if your messaging should be changed to compete for a share of mind during this turbulent time.

Despite the impact of COVID-19 this year, physicians and other HCPs will continue to explore medical treatments and advance their medical knowledge. If an event you had a booth presence scheduled is cancelled, postponed, or moved online, don’t just wait for the next one. Use some creativity to get your message out and remain relevant during this crisis.

If you’d like assistance with executing your conference marketing plan B, contact Elsevier today.

Article Written by: Alex Brown