Following on from our recent blog Is Your Agency Digitally Mature for 2020, we’re moving into a new area of discussion. In the first of a new ongoing series of Pharmagin Data Insights, we’ll review HCP attendance at speaker bureaus.
Here at Pharmagin, we’re privileged to work with a range of great agency partners and clients. One of the critical areas we handle for them is Compliance and Reporting – ensuring the former and delivering the latter! By comparing anonymized records from meetings across different therapeutic areas and regions, we can gain useful insight on a wide range of campaign dimensions. This first set of analyses focus on HCP attendance at speaker programs.
This chart shows the average number of attendees across all our meetings, year on year. As you can see, it shows a clear, steady increase in the attendance. There could be a variety of reason for this, including increased concentration in certain meetings and an increased efficiency in invitations and logistics.
Here we look at the average number of attendees across five therapeutic areas in 2019. Oncology had the highest average number of attendees (14.9) while Dermatology (7.8) and Neurology (8.0) had the lowest. Planners and reps may want to consider supplementing speaker programs with meeting alternatives (e.g. webinars, virtual meetings) in the lower attended therapeutic areas.
This chart shows the average number of attendees by lead time, which is defined as the difference between when the program is registered and the date of the event. Meetings with greater than three weeks of lead time had the highest average at 14.2 attendees. Meetings with > 1 week lead time showed smaller gains but were still better well attended than meetings with 0 – 7 days lead time. So the simple recommendation is – give your HCPs at least 3 weeks notice of an upcoming meeting you’d like them to attend!
Look out for more Pharmagin Data Insights in upcoming, white papers and case studies