From Patient Case to HCP Journey: Making Every Congress Touchpoint Relevant

Most pharma event journeys are company centric: the invitation from brand A, the logo, the booth location, the speaker, the symposium.

But HCPs do not engage because a company has something to say. They engage when the content is relevant to the patients they see every day.

On July 7, Pierre Metrailler (Onomi) sits down with Anna Omstedt (MedUniverse), to explore how pharma teams can build patient-centric HCP engagement, from the first pre-event email to the live congress experience and the follow-up that comes next.

Anna will share why her customers keep choosing patient case-based engagement: it gives HCPs a reason to participate, extends the time they spend in meaningful conversation and creates a more natural way for medical and commercial teams to understand how HCPs actually think. Instead of leading with product information, the interaction starts with a patient scenario, a decision point, or a clinical question that mirrors real practice.

The session will also look at how this works across the full HCP journey. A patient case can appear in a pre-event email, on a screen, through a QR code, in a meeting, during a symposium, inside a webinar or in a post-event follow-up. The format can change. The clinical thread stays consistent. That is what turns a one-off event interaction into a continuous learning journey.

Pierre will bring the CRM-first perspective: how answers, questions and engagement signals can be resolved to HCP identity and synced into Veeva or Salesforce, so the insight does not disappear after the event. 

This session is built to be experienced. We’ll reverse the roles and you will put yourself in the HCP’s shoes. You will test the journey. Live.