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Ashfield launches Science of Meetings for healthcare events

New initiative in response to survey showing 40 per cent of healthcare staff aren't engaged at meetings

Pictured: Ashfield Meetings & Events global business director Andrew Winterburn

About 95 per cent of healthcare professionals expect scientific meetings to be "engaging and impactful" yet only 40 per cent say it regularly happens.

The results, gathered in a study carried out by Ashfield Meetings & Events, have prompted the agency to launch the Science of Meetings approach, designed to identify healthcare professionals' (HCP) needs and "address them in the most effective way".

Helen Hey, SVP global business development for Ashfield Healthcare Communications, said: “By bringing together our expertise and the data available to us from both the study and our regular interactions with experts and prescribers, we’ve been able to better understand and profile HCPs. Using this insight we can develop personalised learning journeys for each audience, delivered with strategic meeting oversight and the relevant expertise and resource from across Ashfield.

“The new Science of Meetings approach has been introduced to all Ashfield staff across our global offices so we can clearly communicate the benefits to our pharmaceutical clients and prospects, and partner with them to make their meetings and events programmes increasingly effective in meeting HCPs’ needs.”

Ashfield Meetings & Events delivers more than 1,700 healthcare events across more than 50 countries each year.

The Science of Meetings initiative is also designed to address the changing landscape of healthcare events.

Andrew Winterburn, global business director for Ashfield Meetings & Events, said: “We have been working in collaboration with the Ashfield Healthcare Communications and Ashfield Insight & Performance teams for quite some time now bringing together the relevant internal experts.

"This connected approach is a natural progression for our businesses and our clients. It connects our excellence to create and deliver insight-led, personalised HCP experiences. Key to the approach is having the strategic meeting oversight that ensures a shared vision amongst our network of experts. This approach enables us to partner with our clients to enhance insight-led, multichannel communications with HCPs across the geographies we operate in.”

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