Finalist
Amplifying Congress Output for Relapsing Multiple Sclerosis on Medthority
by EPG Health for Merck KGaA
Summary of work
Amplifying the reach of key scientific information by up to 30x beyond the in-person sessions, EPG Health delivered an impactful multichannel initiative to drive consumption of Merck KGaA-sponsored congress output on the topic of relapsing multiple sclerosis.
The programme saw creation of a ‘hub’ repository for enduring content that grew and evolved across the congress calendar. Hosted on Medthority, EPG Health’s independent learning platform for healthcare professionals worldwide, this provided an open access resource that HCPs could reliably return to for the latest updates.
Exceeding client expectations, 15,000 unique HCPs engaged with the ‘Congress Zone’ in 16 months from its launch in September 2022, driven by carefully tailored, sequenced and segmented multichannel communications aligned with deep research insights into HCP preferences.
These campaigns – comprising social media and email outreach – have with 95% accuracy reached the target audience of neurologists, GPs and nurses, while innovative retargeting has helped build a 30% repeat visitor rate, fostering long-term engagement with important enduring RMS content.
The programme responds to clear demand from time-poor HCPs for highlights from scientific meetings and addresses the challenge that such output is typically scattered and not conveniently accessible or consumable for all via congress and pharma-owned platforms.
Judges’ comments
This project from EPG Health and Merck amplified the content through this programme. A good number of people use the platform regularly, which was impressive. The panel recognised that keeping HCPs engaged is always tough - an incredible effort to inspire and maintain a learning journey.
