Many medtech and medical device development teams began 2020 using a patchwork of virtual solutions to make their internal team and KOL engagement programs work when travel and in-person meetings came to a halt. As the year progressed, most teams gravitated to more sophisticated ways of engaging online.
As a result, medical device teams learned that a hybrid approach – combining live virtual elements like webcasts with asynchronous discussions – to engagement is not only the most effective, but is here to stay. By using an opening live webcast to set the stage for a deeper, more focused discussion over a period of days or weeks, medical device teams discovered they can generate significant improvements in participation metrics. The option to add another live session after an asynchronous session helps to affirm learnings and insights and ensure an opportunity for follow-up.
Recently, Jing Chen, Global Market Development Manager with Medtronic joined Kim Hale, Within3 VP and Team Lead, Medical Device at Momentum’s Re:Imagine Medical Device Marketing event, where Chen spoke about real-world experience with diving into hybrid virtual engagement. “Prior to launch, we wondered if it would work,” said Chen. “Would the customers like it?” The two-week session delivered. "We combined the live elements into our over-time sessions to build a connection between peers. It was one of the most productive sessions I've ever had."
By answering open-ended questions rolled out over the course of an asynchronous session, advisors were able to direct focused attention to the discussion. Plus, there were no scheduling issues, even with nearly 20 advisors located in multiple time zones. “We met our business objectives and obtained positive feedback from participants with their peers,” said Chen. “The conversations have gotten progressively richer with our peers and HCP stakeholders.”
To hear more expert insight, watch the recorded presentation.
To understand more about how the pandemic will impact medical device virtual engagement and get our top recommendations for building a competitive edge, download the 2021 Medical Device Virtual Engagement Field Guide.