You ran a great event. The feedback was positive. But now it is Monday, and your CRM still shows nothing. No HCP insights, no engagement scores, no clear next steps for the field.
This is not just an operational delay. It is a lost opportunity, one that costs momentum, rep confidence, and commercial impact. As we have heard in multiple webinar episodes, “if the data does not flow, the engagement does not grow.”
Fragmentation is the enemy of follow-up
In our benchmarking study of congress workflows across 15 life sciences companies, we found that:
- Over 60% of attendee data is still being passed manually via Excel or Teams
- More than half of follow-ups are delayed by over a week
- Only 1 in 4 companies could track engagement metrics beyond attendance
When your event platform, CRM, and MAP (Marketing Automation Platform) are disconnected, every follow-up becomes a manual project. And HCP expectations are not waiting.
What “streamlined” actually looks like
A streamlined engagement flow means:
- Events are created directly from CRM-approved templates
- HCP registration, participation, and engagement are captured automatically
- Consent and identity are reconciled in real time
- The moment a session ends, reps receive notifications, pre-filled call plans, or even next-best-action tasks
This is exactly how Advanced Bionics improved post-event engagement across reps, as Helen Tinsman shared how their reps stopped ignoring the CRM because it finally had something in it they could use.
Why CRM-native matters
Many event solutions offer “CRM integration.” Few offer true CRM-native syncing, where:
- The event platform writes directly into the CRM using mapped fields and objects
- There is no middleware, no API ticket, and no third-party platform to maintain
- Matching logic (by name, email, OneKey ID, etc.) is controlled by you
- Syncing happens in near-real-time, not in 24-hour batches
As shown in the Onomi Sync App for Veeva and Salesforce data, 78% of leads are matched and synced to CRM within 60 seconds. That transforms what reps can do on Day 1 after an event.
From chaos to clarity: A new operating model
Companies that streamline HCP engagement from event to CRM:
- Reduce agency dependence and save weeks of manual work
- Increase field team trust in the data
- Create visibility across brand, medical, and digital teams for omnichannel coordination
Final thought
Stop treating event follow-up as a separate project. When data flows in real time, events stop being isolated moments and start becoming part of the HCP journey.
