One of the big casualties of the pandemic was the conference and events industry. Across the globe face-to-face meetings, conferences, events, exhibitions and the like were cancelled as lockdowns took hold.
Unfortunately, video conferencing tools don’t work well for practical learning and it didn’t take long for “Zoom Fatigue” to become part of the vernacular. But, while many brands postponed or cancelled their HCP education events and conferences, Galderma did just the opposite.
Instead of cutting back on its educational programme, Galderma increased its investment and created an entirely new way of reaching more HCPs than ever before. It completely changed the way the company conducts training and knowledge sharing. As a result, Galderma plans to continue this new way of engaging with the industry because of its significant merits.
Galderma’s Managing Director of ANZ, Ercument (Arj) Ates initiated the decision to deliver the First Impressions campaign launch in March 2022. Arj said “As the industry leader we felt it was our responsibility to commit to an ongoing education programme during COVID-19 to ensure HCPs were kept up to date on the latest products, best practice and applications. So we challenged ourselves to think differently and worked with the team at Synergy Effect to develop a world-first in HCP education. Of course under the circumstances we needed strategies to deliver with certainty, and adjusted to the COVID-19 restrictions as they adapted over the months of planning.”
Partnering with Australian brand experience company, Synergy Effect, and using their unique e:volve online events technology, the Galderma team along with the brand creative agency, created First Impressions. This hybrid education event and clinical training symposium leveraged streaming technology and the internet to engage with international KOLs, to present to HCPs right across the JPAC region.
More than 6,000 delegates located in 15 cities, attended four different events over three days, with presentations from 13 international speakers. The Sydney location was also converted the following day into four training clinics, where HCPs could undertake hands-on training under the highly regarded KOLs’ supervision. Each live location across the region was hosted by Galderma representatives and had live speaker and audience feedback throughout the program.
Live stages integrated into virtual stage environments
Synergy Effect created customised 3D, 360-degree Galderma-branded dynamic sets. These sets blended virtual models with interchangeable backgrounds. They adapted throughout the day according to the subject matter and speaker. This live stage integration allowed remote international speakers to be beamed on stage to join in-person presenters for interactive and educational presentations, and healthcare technique demonstrations.
The main stage was located in Sydney. It was extended by live event venues in Melbourne, Brisbane, Perth, Auckland, Singapore, Bangkok, Manila, plus high-quality satellite delivery to China audiences, as well as virtual attendance worldwide. A dedicated mobile interface was designed to heighten guest engagement. It was simultaneously accessed by the widely dispersed audience, encouraging real-time conversations, feedback, session contribution and interactivity throughout the three days of the program. Incorporating audience feedback into sessions, provided the opportunity to gain real audience sentiment and feedback. This live multi-location engagement had never been done before and introduced a completely new dynamic into the learning experience.
Experiential hubs for educational/brand-engagement activations were incorporated at all live sites. At a time when brands and guests are craving connection, education and fun, these activation solutions really delivered impact, creating a positive sentiment and experience for the guests. Branded activities included eye-tracking technology, quiz leader board with live results, a photo booth with virtual projections, live polling, and more.
As Arj said, “For the first time ever, HCPs across the JPAC region, from regional towns or non-metropolitan areas, could engage directly with international experts located around the world, by interacting with them within specific sessions and so participate in real-time engagement.”
“The feedback from HCPs in all regions was extremely positive and grateful. We take our role as industry leaders seriously and didn’t want to let the industry down despite the pandemic. By continuing to deliver high-touch high-quality education, we ensured not only that HCPs were kept up to date, but their patients were not held back due to the pandemic restrictions.”
Galderma Australia wins global award
First Impressions wasn’t just a winner for the guests, it was also a winner for Galderma in Australia. Galderma’s head office has established a Global Best Practice Award and for the first time, the Australian office won. “This is a major recognition for the team, as they were extremely proud of the event and the results it achieved, so winning the global prize was a great reward for effort and an added bonus” said Arj.
“We want to continue to raise the bar and not rest on this award. Next time we are planning to reach around 10,000 HCPs, as we continue our commitment to education,” he said.
