Delivering education in neurology via Pulse sponsored events

Objectives

2024 saw a client working within the neurology space conduct a multi-channel campaign across Cogora events, utilising the in-house capabilities of Cogora: The Agency to support content development and a marketing campaign utilising Pulse digital inventory.

Our approach

In 2024, the Cogora events team delivered four face-to-face events and seven virtual events across various clinical areas. These specifically serve qualified GPs with free-to-attend clinical and business content.

The client wished to engage with as many GPs as possible to deliver educational seminars on treatment options whilst increasing awareness of a new product.

They booked seminar involvements across all four regional face-to-face events with accompanying exhibition stands as well as webinars in three of the national Pulse virtual events covering Neurology, Pain and Women’s Health.

One of the sessions was filmed to provide an enduring resource for the client to use post-event across other providers and/or for internal training.

Cogora: The Agency supported the client in speaker liaison and content development as well as using our inhouse design capability to create an exhibition stand which could be used at each event throughout the year, with a focus on making this as cost-effective as possible whilst ensuring maximum engagement for reps.

To ensure strong delegate attendance at our events, we run extensive multi-channel marketing campaigns to deliver effective audience engagement, registrations, and attendance on the day. Attention is also paid to the retention strategy, maximising the conversion of registrants to attendees on the day.

Outcome

• 1,900+ GP attendees

The client was able to effectively reach and engage with their target audience, with over 1,900 GPs in attendance across the four events. Over 420 GPs attended the face-to-face events, and over 1,475 at the virtual events, generating fantastic delegate feedback.

After each event, the sponsor received a detailed profile of attendees. Post show summaries include the number of attendees, job title breakdown, the number of practices, PCNs and ICNs represented, and the spending and prescribing habits of attendees. They give an indication of the patient list size represented by attendees at the event and total NHS budget.

The client could also see the reach and potential influence of their sponsored session, alongside attendee feedback.