AstraZeneca had been doing medical congresses for years, but they had a nagging feeling they weren't getting the full picture. Were their digital platforms actually working? Was the data they were collecting useful? Were healthcare professionals having the experiences AZ thought they were having? We helped them take a comprehensive look at what was really happening before, during, and after their major congresses.

The Challenge

AstraZeneca wanted to understand the existing experiences they provide before, during, and after major congresses, with a particular focus on digital platforms, data, and how that data gets used to inform and personalise the healthcare professional experience.

The problem was that most pharma companies run congresses the same way they've always done them, making assumptions about what works without really digging into the details. AZ suspected there were gaps between what they thought was happening and what was actually happening. They needed someone to take an honest, comprehensive look at their entire congress approach and tell them where the real opportunities were.

How We Approached It

We combined interviews, workshops, and an end-to-end review of each customer touchpoint - both physical and digital - at each phase of the congress experience. This wasn't about redesigning their congresses from scratch. It was about understanding exactly what was working, what wasn't, and where the biggest opportunities lay.

We talked to healthcare professionals, internal teams, and stakeholders at every level. We mapped out the complete journey from pre-congress engagement through to post-event follow-up. We looked at how data was being captured, where it was going, and whether it was actually being used to improve the HCP experience or just sitting in databases.

The approach was forensic. Every touchpoint, every digital interaction, every data point was evaluated against the goal of creating meaningful, personalised experiences for healthcare professionals.

What Made It Special

Most congress evaluations focus on attendance numbers and satisfaction scores. We dug deeper. We looked at the quality of engagement, the effectiveness of personalisation, and the actual impact on HCP relationships beyond the event itself.

The real insight was treating this as a strategic investigation rather than a quick audit. We weren't just identifying problems - we were building a comprehensive picture of how AZ's congress strategy could evolve to create genuine competitive advantage.

The Reality

This project is ongoing, but the outcomes are already shaping AZ's congress strategy. The work is producing a series of detailed reports that outline the 'as is' process and approach across key elements of the congress experience at both global and country levels.

✶ Comprehensive experience mapping across all pre-, during, and post-congress touchpoints
✶ Digital platform effectiveness analysis showing what actually drives HCP engagement
✶ Data utilisation audit revealing opportunities to better personalise experiences
✶ Global and country-level insights identifying regional variations and opportunities
✶ Strategic recommendations focused on digital experiences, data capture, and usage improvements