Creating a new channel to engage Healthcare Professionals

UCB BioPharma had a problem that every pharmaceutical company faces. How do you stand out at a major virtual congress when everyone's competing for the same healthcare professionals' attention? We helped them build Interface, a platform that didn't just capture share of voice, it created an entirely new way for HCPs to engage with congress content.

01 The Challenge

Virtual pharma congresses had become crowded, noisy affairs. UCB needed to develop an interactive platform for healthcare professionals that would add genuine value, create brand differentiation, and capture share of voice ahead of a major virtual pharma congress.

The challenge wasn't just about getting noticed. It was about creating meaningful engagement that would extend beyond the congress itself and provide UCB with valuable insights into their HCP audience. They needed something that would work before, during, and after the event.

02 How We Approached It

We designed Interface as an experience that encouraged genuine HCP participation, networking, and conversations. Rather than just another content repository, we created a platform that hosted live presentations, videos, and podcasts whilst enabling users to easily engage with and share content through polls and social functions.

The key was making it feel less like a corporate platform and more like a professional community. We built in features that encouraged interaction between HCPs, not just between HCPs and UCB content. The platform became a space where meaningful professional conversations could happen naturally.

03 What Made It Special

Most pharma congress platforms focus on broadcasting content. Interface focused on conversation. We created a space where HCPs could engage with each other as much as they engaged with UCB's content. The platform seamlessly integrated with UCB's CRM through Salesforce, capturing valuable data points that would help tailor future communications.

The real innovation was in how we designed the engagement mechanics. Every interaction, every piece of content consumed, every poll response became part of a broader understanding of what HCPs actually wanted from their congress experience.

04 The Reality

Interface transformed how UCB engaged with healthcare professionals during virtual congresses. The platform launched with remarkable results:

• 1,000 registrations from targeted healthcare professionals 4,000 data points captured through integrated CRM tracking

• 89% user satisfaction rate across all platform interactions 40% engagement rate of all HCPs invited to the congress

• 280% uplift in session activity compared to previous congress platforms

• 91% target audience registration rate exceeding all expectations