Finalist
GOLD+ webinar: a multi-market, integrated, digital event programme
Summary of work
With a clear need to deliver a cost- and time-effective solution to a traditional stand-alone event, the innovative Novartis GOLD+ webinars were created in 2015. PLBR utilised a single event management digital platform, Adobe Connect, to manage the programme from inception through to the live webcast - one that could cater for all global markets and time zones, differences in local indications/brand names, work on all devices in any setting, upskill affiliates in participation from zero baseline knowledge while requiring reduced investment in time/costs and retain the personality of a live meeting (dynamics, production quality, personal touch), all for less than the cost of a stand-alone.
Stakeholders were engaged at an early stage with the programme built around their needs. Briefings were conducted through the platform, ensuring early investment and avoiding potential pitfalls. The user experience of the live webinar was designed to integrate all the draws of a stand-alone from personalised, branded emails through to the TV-standard, multi-feed interactive live webcast.
Compared with the traditional stand-alone event, HCP attendance was increased by >800%, with greater market penetration at a fifth of the cost. The GOLD+ webinar programme is now seen as an integral part of the Novartis annual plan.
Judges’ comments
Novartis did a great job, in a challenging therapy area, of using digital to overcome some of the challenges of not appearing live. They absolutely nailed the problem of holding a virtual meeting and it was refreshing to see someone get this right, and also used technology appropriately. We’re quite jealous of this work! They took a really simple idea, married with the right objectives, and applied it well to produce strong metrics – it’s the sort of thing we would like to see more of.
