Face to face communications play a significant role within the marketing mix for pharmaceutical companies, together with other tactics such as sales force messaging, medical journal publications, direct advertising promotion and the media.
Sponsoring delegates to attend association congresses continues to be integral to this strategy as these provide an excellent forum to build important relationships. Congress participation is however expensive and places significant demand each year on the marketeer’s budget.
Client
A Top 20 pharma company.
Client Brief
To co-ordinate all event logistics for a delegation of 25 leading UK physicians to attend the 15th Congress of the European Respiratory Society in Copenhagen, Denmark. The ERS Congress has become the major event in the respiratory medicine and science calendar.
Client Key Objectives
To deliver a successful event whilst visibly containing and reducing expenditure.
Hospitality should be strictly limited to the main purpose of the event, and not out of proportion to the occasion.
PHARMA360 Solutions
- Provided detailed open-book pricing
- Secured early bird congress registration
- Applied efficient and accurate delegate management procedures
- Maximised low cost air solutions
- With advance notice, purchased room block outside of housing bureau
- Sourced and carefully vetted restaurants directly
- Carefully tracked and managed all event expenditure
- Regularly updated budget, also on-site to assess impact of any over-runs
- Supplied timely post-event reconciliations
PHARMA360 Results
An impressive overall 8.4% saving to the client's budget.
Client Comment
"I was delighted with the overall logistics and on-site support from your team
but am even more delighted to find that I now have additional funds to top-up my
marketing budget!"
