Excellence in Corporate Communication Through Creative Execution

Summary of work

HAIMATUS is an annual flagship F2F event that brings together haematologists from all over LatAm to understand the latest updates in haem-oncology. Clinical inertia in LatAm results in resistance to change in both diagnosis and treatment. This required a need to educate the audience to change this mindset.

This year came with the added challenge of the need to switch to a virtual format, while still meeting high expectations, replicating engagement and driving education, while avoiding ZOOM fatigue and making everyone feel connected.

To meet this challenge, we developed a revolutionary creative identity, theme and online platform that transformed the previous two-day face-to-face format into an immersive four-day virtual festival. This enabled delegates to manage attendance in parallel with clinical commitments.

This was complemented with on-demand content (of various formats based on the VARK model), informal virtual coffee with the expert sessions, and many other interactive features to boost connectivity. We also created excitement with pre-, per- and post engagement, which delivered 1,500 attendees to the festival, which was fantastic given that in face to face it is around 500. Feedback from clients and attendees was overwhelmingly positive with a NPS score of 95.

Judges' comments

This four-day virtual event by Ashfield MedComms and Janssen had good insights and was really well put together. It had a clear identity, with a lovely contemporary deisgn. It’s individuality differentiated from many of the other virtual conferences and the judges really liked it.