Engaging with the medical community across key global conferences
Insight: International medical conferences are noisy and the level of social media engagement from pharma companies during them is typically dry and self-serving.
Strategic challenge: How could we engage in a more credible way using social media, broadening the conversation beyond news releases, while remaining compliant given the scrutiny on communications within the industry?
Idea: A social media engagement strategy and content plan that will genuinely contribute to the conversation at medical conferences, particularly helping to amplify the voice of the patient.
My role in this
This approach to covering international medical conferences through engaging and human digital comms was industry leading for its time. My role was to lead the strategic content planning, through content development and approvals to attending the conferences on site and working closely with the Media Relations and Brand teams to publish the content. I also tracked the level of engagement and providing regular reporting to a wide range of stakeholders at AstraZeneca on how the content was being received in the context of their wider goals at the conference. Finally, I was ultimately responsible for the ongoing relationship with the client, as we had multiple engagements like this throughout the year.
