195_ISC MAPS abstract poster FINAL_web_23 Feb.pdf (461.69 kB)
Use of an Educational Exhibit to simultaneously disseminate community-acquired pneumonia (CAP)-related information and conduct market research among healthcare conference attendees
poster
posted on 2018-02-25, 17:50 authored by Tim Day, Samantha I. Scott, Glenn TillotsonObjective: To demonstrate the effectiveness of using Educational Exhibits (EE) to
simultaneously deliver community-acquired pneumonia (CAP)-related information to
healthcare professionals (HCPs) and determine audiences’ perception of therapeutic
challenges surrounding CAP.
Challenge/Problem: Conferences provide a unique opportunity to communicate
with many stakeholders in a short period of time, including educating the
marketplace before launching a new drug. Pharmaceutical companies are
challenged with effectively and efficiently engaging with HCPs.
Solution: EEs are interactive exhibit booths that guide conference attendees through
an 8-minute audio and visual presentation describing an unmet clinical need. CAPrelated
EEs were commissioned by a sponsoring pharmaceutical company across
eight conferences to share key communication points and understand HCPs’
perceptions of CAP. This included interactions with a range of HCP audiences,
comprising family practitioners, nurse practitioners, allergists, managed care and
health-systems pharmacists, and osteopathic physicians. Prior to viewing the exhibit,
attendees completed a survey describing their demographics and perceived
challenges in diagnosing and treating CAP.
Outcome: Across eight conferences, 2003 individuals (8% of attendees) completed
an EE, of which 1082 individuals opted-in to receive additional information about
pneumonia. Survey data successfully captured visitor preferences, including
professional conferences as the primary source of CAP-related information for > 51%
of EE visitors. 45.9% of visitors were further found to perceive increasing antibiotic
resistance as the greatest challenge to managing CAP, while 28.8% described
themselves as currently unaware of resistance rates in their practice’s community.
Benefits: EEs are unique communication modalities that can disseminate disease-state
information and provide primary market research for industry, including identifying
unmet needs in the community. Visitor metrics can also be leveraged by medical affairs
professionals to inform their communication strategy for a product.