A 2023 study from Ashfield Event Experiences and the International Pharmaceutical Congress Advisory Association (IPCAA) found that healthcare professionals (HCPs) prefer in-person conferences over virtual ones. For marketers evaluating their HCP engagement strategies, healthcare conferences provide a wealth of opportunities to capture the attention of HCPs through attendance, sponsorships, booths, and adjacent events.
At conferences, HCPs are in a professional, open, and collaborative mindset—an ideal time for brands and marketers to reach them. But as with traditional advertising campaigns (like display and email), it’s critical to ensure your HCP conference campaigns are memorable and engaging. How do you ensure you’re breaking through?
With advanced conference targeting capabilities, you can confidently convey the right information to relevant HCPs at the right time.
Amplify your Message with DOOH
In recent years, digital out-of-home (DOOH) advertising has changed the game for health marketing. It offers a unique opportunity to drive impressions among HCPs when they are off their devices and in contextually relevant locations, such as medical conferences and transportation centers. DOOH surfaces include dynamic billboards, transit ads, and street furniture, among others.
Enhance HCP Interaction with Hyperlocal Targeting
Geofencing allows marketers to target HCPs within a precise geographic radius on their mobile devices and laptops as they are traveling to or actively attending conferences. This tactic enables engagement with verified HCPs beyond the conference center. Precise targeting like this makes for an optimal HCP engagement strategy, ensuring that your spend is directed towards high-quality, relevant impressions.
Whether you wish to target audiences at transportation centers, at a conference venue, or somewhere in between, your campaign will reach HCPs while they have innovation and professional development top-of-mind. By leveraging digital-out-of-home (DOOH) and geofencing, you can take your campaigns to the next level, even if your brand is not in attendance.
As conference season continues through the summer and fall, remember that these events represent a prime window of opportunity for earning HCPs’ attention.
Want to learn three ways you can leverage DOOH for your pharma campaigns? Click here to read more.