Excellence in Global Education Meetings/stand-alone Events

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Bones in Homes: Opening up Osteoporosis to a Locked Down Audience

by Ogilvy Health UK for UCB Biopharma SRL

Summary of work

Architecture for Life – a platform to empower physicians to think as planners of new potential and improve patient outcomes through peer-to-peer collaborative learning and group-led innovation at virtual congresses.

Two key congresses in the bone health calendar attract a diverse audience of global experts aiming to gather insights on the latest developments in osteoporosis:

  • European Calcified Tissue Society (ECTS) Annual Congress
  • World Congress on Osteoporosis, Osteoarthritis and Musculoskeletal Diseases (WCO-IOF-ESCEO).

The global COVID-19 pandemic meant congresses moved to a temporarily virtual state. However, many virtual congresses have trouble in effectively enabling HCPs to network and share knowledge, as evidenced by a Nature survey (https://www.nature.com/articles/d41586-021-00513-1) where respondents highlighted poor networking opportunities as the biggest drawback of virtual congresses.

Our strategy focused on addressing this issue by exploiting the power of collaborative learning among physicians to highlight unmet needs in osteoporosis and to define their critical role in alleviating the individual and societal burden of fragility fracture.

Five meetings across the two congresses were innovatively designed to amplify and encourage knowledge sharing and networking among delegates. By repeating this strategy across multiple meetings, we were able to solidify messaging in the minds of HCPs, with the aim of promoting lasting clinical change.

Judges’ comments

The judges enjoyed the variety of formats involved in this entry as it was a demonstration of audience engagement through different channels and spoke to specific healthcare needs. Overall, this entry provided excellent multichannel delivery and well-articulated objectives. The supporting materials made a big difference in understanding the submission fully.