Excellence in Global Education Meetings/Stand-Alone Events

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GlaucomaFest: 'Medical Edutainment' to Celebrate Excellence in Patient-centered Glaucoma Care

by Santen, Wordbird, Touch, Lucid Group and Ruder Finn

Summary of work

2020 was a tough year for glaucoma specialists, who were unable to work normally or meet at international events to exchange knowledge, ideas and experiences.
We were hearing the same stories from multiple sources.
“We need education and support, but please, no more webinars!”
We responded quickly to provide a solution.
We created a bespoke medical education experience with a difference. One that provided high quality, thought-provoking content, delivered through the concept of ‘medical edutainment’ to help restore enjoyment in learning.
The objective was to capture what had been lost with the demise of live events and combat webinar fatigue. We did this by recreating a live event with a festival theme. GlaucomaFest – a celebration of our love of excellence in patient-centered glaucoma management – provided a totally different, unexpected and immersive experience.
The results speak for themselves. Our hugely successful multichannel promotional campaign made 245k impressions and encouraged 2156 registrations, greatly exceeding our target of 500. We had 1379 HCPs attend the live event from 55 countries. The meeting gained glaucoma society endorsement internationally and CME accreditation.
As 98% of delegates surveyed told us they would attend a future meeting, we are already planning GlaucomaFest 2021.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

Impressive program at a time when HCPs were swamped with information in a digital environment. The meeting served to remind us all that HCPs are humans as well as doctors and that in a world where they are bombarded with information you can use an element of fun to help them engage with serious education to benefit patients.oi