#PractitionerLevelConfidence
Driving 44% HCP engagement with an integrated omnichannel event strategy
The Customer
A leading global pharma organization relied on healthcare professional (HCP) events to increase disease awareness, advance scientific education, and strengthen engagement across its target audience. However, the company's existing event management process depended heavily on third-party vendors, resulting in fragmented registration workflows, disconnected consent management, and delayed follow-up communications.
The organization sought to create a more seamless hybrid event experience that connected digital and in-person interactions while improving operational efficiency and enabling scalable execution across future HCP events.
To support this transformation, Indegene partnered with the client to design and implement an integrated omnichannel event framework spanning the pre-event, event-day, and post-event experience.
Challenges
Fragmented event operations and stakeholder coordination: Managing communications, registration, attendance tracking, and follow-up activities across multiple stakeholders created operational complexity and limited visibility into campaign performance.
Manual registration and data capture processes: Paper-based workflows and offline spreadsheets increased administrative burden, delayed data availability, and introduced the potential for data quality issues.
Managing hybrid attendee experiences: The campaign needed to support both in-person and virtual HCP participation while delivering a consistent and personalized experience across each engagement pathway.
Delayed access to participant data: Multiple vendor handoffs and manual processes delayed access to registration and attendance information, causing follow-up communications to be delayed by as much as one week.
Limited ability to engage non-consented HCPs: Consent restrictions limited outreach opportunities, reducing the organization's ability to expand event participation and engage new audiences
The Solution
Seamless Omnichannel Customer Experience: As part of Indegene’s precision HCP engagement capabilities, an integrated omnichannel event framework was designed to connect the full HCP journey across pre-event, event-day, and post-event engagement into a cohesive experience. Despite its complexity, the framework effectively catered to both consented and non-consented HCPs, while also supporting hybrid participation formats (in-person and virtual).
Templatized Assets: Event assets were rapidly generated using a modular content approach. Pre-designed templates with pre-filled content and placeholders for key details (such as date, time, topic, and speaker) ensured quick customization and deployment. Alongside templatized journeys, this approach enhanced scalability across markets and enabled faster adaptation to local requirements.
Pre-event engagement
Centralized registration: Event registration was centralized within Salesforce Marketing Cloud, creating a seamless experience for HCPs while enabling real-time data flow, a consistent user journey, and improved visibility into campaign performance.
2-click registration: A streamlined 2-click registration process reduced enrollment friction, screened registrants, improved data quality, and minimized bot clicks.
Pre-populated forms: Registration forms for consented HCPs were pre-populated with existing profile information, allowing attendees to confirm participation with minimal effort.
Data Capture and Follow-up:Real-time data capture enabled immediate confirmation emails, enhancing the overall experience and helping sustain HCP engagement.
QR-enabled consent capture: Field representatives used QR code-enabled registration to engage non-consented HCPs in person, capture consent, and expand participation among previously unreachable audiences.
Event-day experience
Digital event passports: Personalized digital event passports were generated for each registered HCP, providing a convenient and efficient check-in experience at the venue.
Paperless attendance capture: A paperless attendance capture process enabled event coordinators to record participation through passport scanning, eliminating manual tracking and improving operational efficiency.
Post-event engagement
Automated follow-up: Automated follow-up communications delivered confirmation emails, attendance certificates, educational resources, and event summaries in real time, helping sustain engagement beyond the event itself.
Feedback capture: Post-event surveys captured feedback on content, speakers, and overall experience, providing insights to optimize future programs.
Outcomes
The integrated omnichannel event framework delivered strong performance across engagement, operational efficiency, and audience growth metrics. It achieved 100% reach across the targeted HCP audience, with 44% of HCPs opening at least one Salesforce Marketing Cloud email and 13% demonstrating deeper engagement with content.
The streamlined registration experience reduced enrollment time from five minutes to just 30 seconds, while templatized assets reduced campaign creation time and costs by 25%. Real-time data capture also enabled confirmation emails to be delivered instantly, replacing a process that previously took up to one week.
Compared with industry benchmarks, Indegene’s framework significantly outperformed across key engagement metrics, achieving a 33% email open rate, 7.5% click rate, 21% registration rate, and 15% attendance rate.
The success of the framework extended beyond a single market. The client subsequently expanded the approach to two additional country affiliates, demonstrating the scalability and effectiveness of the omnichannel event model.
100%
reach across target HCPs
44%
HCP email engagement
18%
growth in HCP opt-ins
25%
reduction in asset creation time and cost
