Rick Abbot
Every major medical congress delivers a tidal wave of scientific content: posters, podium presentations, symposia, and more. For biopharmaceutical companies, the stakes are high, not only in presenting their own data, but in gathering intelligence on competitors and understanding the broader scientific conversation. Yet, despite significant investment, most companies are only seeing the tip of the iceberg.
The Challenge: Too Much Content, Too Little Insight
The communications team is under immense pressure to deliver flawless content, often under tight timelines and with little room for error. At the same time, companies deploy teams to gather intelligence: collecting competitor materials, attending sessions, and capturing the mood in the room. But after the congress ends, the opportunity to learn from the vast “congress ecosphere,” (the full spectrum of data, reactions, and conversations) often goes unrealized.
- Information Overload: Hundreds of sessions, thousands of attendees, and a flood of digital and print materials make it nearly impossible to capture everything that matters.
- Siloed Intelligence: Teams tend to focus on their own interests, rarely assessing what might be of value to the other teams within the organization.
- Limited Data: Later, getting traffic metrics about one’s own content is challenging when it is distributed by meeting organizers. Manually tracking how a competitor’s content is being used or perceived is effectively impossible.
The Missed Opportunity: The Congress Ecosphere
Most companies focus on the obvious: what was presented and how it looked. But the real value lies in understanding:
- How did the audience react, in real time, and after the event?
- What conversations did your data spark among HCPs, KOLs, and the medical press?
- How are your competitors’ messages resonating, and where do you stand out or fall short?
- What is the long-term impact of your congress activity on relationships and scientific discourse?
Traditional approaches, manual notetaking, collecting brochures, or relying solely on post-event downloads, miss the deeper, longitudinal insights that can shape future strategy and maximize ROI.
Woven’s Point of View: Deep Congress Insights are a Must
Too much effort is spent capturing only the most visible information at congresses. The real opportunity is to dig deeper, connecting presentations, conversations, and reactions into a cohesive story that drives future strategy and impact. With the right technology and expertise, you can transform congresses from a reporting exercise into a strategic engine for success.
Our technology-enabled approach empowers clients to move beyond surface-level data and capture the full value of their investment:
- Social Listening: We monitor real-time conversations across commercial social media, medical press, and CME channels to understand how your data and your competitors are being viewed and debated.
- Longitudinal Relationship Tracking: Our tools map ongoing interactions with key HCPs and stakeholders, revealing how congress touchpoints influence engagement and perception over time.
- Cross-Channel Aggregation: We aggregate digital assets and reactions from congress organizers, online forums, and third-party platforms, providing a 360-degree view of the congress ecosphere.
- Actionable Reporting: Instead of overwhelming you with raw data, we deliver strategic insights, what resonated, what fell flat, and where the next opportunity lies.
The result? Less effort spent on manual intelligence gathering, and more value extracted from every congress, before, during, and long after the final session ends.
Ready to see what you’re missing? Let’s talk about how Woven can help you unlock the full value of your next medical congress.
-Rick