The Challenge
Soon after the pandemic hit, a client approached us about how to host a virtual product launch for a drug that would soon be approved by the FDA. They needed to engage their sales force in a meeting that highlighted this momentous occasion, even while working from home.
The Solution
Our team at Centrifuge Media developed a strategic and comprehensive agenda that maximized retention and engagement while combating “Zoom fatigue”.
We started by developing a week-long agenda that delivered important content to attendees through a variety of engaging sessions. We brought in a compelling keynote speaker, an experienced broadcast professional who emceed the meeting, and Penn Holderness, of The Holderness family, who created daily recaps and original songs related to the meeting.
Our team created, sourced, and fulfilled a series of team building & morale-boosting mailer kits that were sent to attendees in the weeks leading up to the event.
These kits were directly integrated into the event program and strategically paired with leadership talks, regional meetings, social hours, and wellness breaks. To further enhance the effectiveness of these tactile engagement tools, we sourced professional chefs, bartenders, and fitness instructors to provide exciting interludes from standard meeting content. Attendees shared photos of themselves and their families, which we then turned into daily photo montages to create a sense of team togetherness.
Before partnering with us on this event, our client was concerned about ease-of-use for attendees and presenters. Our custom, white-glove solutions left them highly satisfied. Throughout the meeting, our in-house technical team acted as event moderators to control the flow, manage open mics, and host Q&A sessions. They were also available to troubleshoot any technical questions or issues that arose from attendees.
For this meeting, we used multiple streaming and conferencing platforms. However, to streamline the process for attendees, we sent a single link that took them to the Pheedloop streaming site, through which they could access all meeting content and activities. Attendees saw a single platform instead of juggling various links and invites.
For breakout sessions, we were able to transfer all attendees from the main session room to their assigned breakout rooms. This process was also employed for the presenters. We started them off in a “green room” before moving them automatically into their live presentation rooms.
Our client used a neutral third-party to conduct a post-event survey among the 366 attendees to provide insight into the relative success of the event. Based on previous experiences the group had with virtual meetings, a major concern going into the event was the ability to navigate between different sessions. Our single platform approach, rather than a series of scattered links, was widely embraced, with 90% of respondents saying they found the platform easy to use. Once inside the platform, engagement was our primary goal, and we were pleased that our content engagement strategies were particularly well received; 99% of respondents said they were inspired by the patient experience videos, and 95% felt inspired by the keynote speaker we selected. The meeting had a 99% overall satisfaction score. In a period of uncertainty, our client was able to encourage, educate, and engage their teams for a successful product launch.
