Finalist
Reimagining Virtual Congresses
Summary of work
The highly competitive healthcare congress landscape has shifted in the last few years.
From 2020 to 2021, the COVID-19 pandemic brought in a new era of virtual events. The first wave of congresses was dominated by 3-D booths, designed to mimic the physical experience in a digital space.
But by early 2021, we found that only 20% of healthcare professionals (HCPs) found these 3-D booths useful. HCPs didn’t want to find their way around 3-D spaces – what they wanted was engaging, bite-sized, on-demand content that they could access anywhere, even on their mobile devices.
With virtual congresses here to stay, we had to pivot and find a novel way of engaging, entertaining and educating virtually – so we pitched a new approach to Janssen that took us far away from the 3-D booth design.
We challenged our clients, partners and ourselves to find solutions and adapt our ways of working to rethink the congress experience and adapt to the online world of remote working.
By embracing the strengths of online engagement and drawing inspiration from platforms that excel at providing content on-demand, we gave congress attendees a truly outstanding online experience.
Judges’ comments
The entry from Havas SO was well written and clearly demonstrated responsiveness. They showed evidence of post-COVID adjustment and met the criteria for the category.
