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Case study: Innovation in symposia engagement

Synergy Vision led Nycomed's medical education and communication efforts at the 2011 ERS Congress

Published: 03 Feb 2012

The tokens represented a donation made by Nycomed to the Global Angels charity.

Client: Nycomed

Agency: Synergy Vision

Campaign: ERS Global Angels

Timescale: November 2010 to September 2011

A quick look

Synergy Vision was commissioned by Nycomed to lead its medical communications efforts at the 2011 ERS congress in a way that expressed its commitment to corporate responsibility, while maintaining focus on the primary goals of brand awareness and medical education. The agency’s innovative approach embraced the spirit of our industry and delivered results to be proud of.

Challenge

Synergy Vision, a London-based medical communication agency, was tasked with leading Nycomed’s medical education and communication efforts for the third year in a row at this year’s European Respiratory Society (ERS) congress in Amsterdam. Nycomed was confident that Synergy Vision would build on its successes from previous congresses and ensure that yet again, its symposia would have the most prominent speakers, attract the biggest audiences and have the most successful exhibition booth. The new challenge to Synergy Vision for ERS 2011 was to get creative and find innovative ways to engage with the audience that embodied Nycomed’s commitment to act responsibly toward employees, patients, healthcare providers, the communities in which they live and work, and their environment.

Solution

In developing the strategy for Nycomed’s ERS 2011 campaign, Synergy Vision played to its core strengths of creativity and great communication skills. The lure of free promotional items has been successful in attracting people to exhibition stands for time immemorial, however, Synergy Vision proposed redefining the way that exhibitors attract their audience, slashing the use of branded promotional items or ‘gimmicks’ and instead, asking visitors to give rather than take. The twist was that the delegates would be giving Nycomed’s money instead of their own. Synergy Vision’s idea was simple and effective; each delegate who visited the exhibition booth was given a small token to place in a box representing a donation made by Nycomed to the Global Angels charity,
www.globalangels.org

Results

The Global Angels charity token scheme delivered the corporate responsibility goals by supporting poorer communities and reducing waste from unnecessary promotional items, many typically ending up in congress centre or hotel bins. The donations exceeded the target and raised enough funds so Global Angels could build, furnish and staff three health posts in Mozambique. Furthermore, Synergy Vision’s services helped Nycomed to deliver the best-attended symposia at ERS – ‘COPD on Target’ – and independent market research showed that Nycomed’s exhibition presence in terms of booth, communications and representatives came first in 12 out of the 14 key performance indicators.

Client verdict

“Amazing how you can both run symposia, a booth, briefings and everything else and still remember the small details. Fantastic!”
Stine Ohlendorff, Intl Medical Affairs Manager, Nycomed, a Takeda Company

“Our success is thanks to you and your
dedication.”
Kasia Szczepanska, Senior Global Brand Manager, Nycomed, a Takeda Company

“We are thrilled that Synergy Vision arranged our partnership with Nycomed to raise money for this vital project in one of the poorest parts of Mozambique. The money raised at ERS directly funds essential healthcare provision to thousands of people in need.”
Molly Bedingfield , Global Angels Founder

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