As pharma invests millions in congress presence, the pressure to cut through crowded halls and fleeting interactions has never been higher. How can companies move beyond visibility to deliver real impact
Words by Jade Williams
Walking into congress can feel like stepping onto the main stage – high stakes, high investment and high opportunity. Every interaction matters, and with so many companies vying for the same audience, making an impact can be a challenge. Success comes down to preparation, focus and knowing how to turn brief encounters into meaningful connections. So, how can pharmaceutical teams make every interaction count?
Congress still matters
Even with pharma increasingly using digital channels to reach HCPs, congress still holds a unique weight. According to IQVIA, 25% of HCPs still consider congress attendance critical in 2025. While webinars and virtual sessions have their place, the energy, serendipity and immediacy of face-to-face connections remain unmatched for many doctors. Yet, digital outreach is increasingly overwhelming: 60% of HCPs report feeling inundated by pharma messaging, according to Bora Erdemli, Principal, ZS. Congress offers a rare opportunity to meet HCPs where they are present, curious and ready to engage.
Standing out in a crowded hall
Major congresses often draw tens of thousands of attendees – ASCO registered 44,000 attendees last year – making the environment both daunting and full of potential. Visibility is important, but true impact comes from creating memorable, meaningful interactions rather than relying on bigger booths or flashier screens. Jennifer Cain Birkmose, Senior Director of Research Development, Schain Research and Ciencia Technology, notes that navigating a pharma booth is “intimidating and can result in a fast pass through”. To stand out, she recommends offering something genuinely useful, such as a charging station, which draws visitors in and creates a window of opportunity to engage.
Navigating a pharma booth can be intimidating and can result in a fast pass through
Turning moments into relationships
Once attendees are at the booth, the challenge shifts from attracting attention to fostering connection. Defaulting to a scripted brand pitch rarely succeeds; instead, pharma teams should spark curiosity and engage authentically. “Avoid being transactional and focus on being present with them,” Birkmose advises. “Listen, sincerely ask about their point of view, their research and their work.” Tailoring insights to their specialty also strengthens relationships, yet only 27% of HCPs feel pharma’s communication is personalised, according to the Digital Health Coalition.
Stephen Cull, Global Associate Director of Obesity Communication, Novo Nordisk, adds that congresses are a unique chance for industry leaders to broaden understanding of their field: “Any one company’s work typically represents a fraction of the research and advances happening in the field, so speak to people!”
Measuring what matters
All curiosity-led conversations are valuable, but they must also translate into measurable outcomes. Congress attendance is a substantial investment in time, resources and people, making ROI crucial. The most effective teams move beyond vanity metrics like booth traffic, instead tracking deeper engagement: conversations that go beyond a quick hello, consent for follow-up and content activation.
Data from Onomi, a life science event engagement platform, shows that companies monitoring detailed behaviours – session attendance, downloads and commercial activation – see 24% more rep-scheduled follow-ups and double the number of qualified leads. Measuring outcomes both during and after congress is what separates mere presence from real impact.
Avoid being transactional and focus on being present with them
Keeping momentum alive
The work doesn’t end when the hall lights dim. Post-congress engagement is critical: personalised follow-up, session recaps and selected resources resonate far more than blanket messaging. IQVIA reports that 90% of HCPs find post-event information helps them apply new medical approaches faster, highlighting the value of repurposed recordings and summaries. Partnering with trusted platforms like EMJ, with access to one million HCPs across 18 therapeutic areas, can also extend the reach of your insights and amplify impact.
From ROI to real-world change
A strong congress strategy transforms fleeting encounters into long-term engagement. Birkmose advises first-timers to clarify their “why” for attending and to understand the motivations of others, ensuring each conversation delivers value and contributes to broader goals. As Cull notes, professionalism extends beyond booths and sessions: “You are not only representing yourself and your employer, but you are an ambassador for the pharma industry as a whole.”
Thriving at congress is never just about visibility or footfall. It’s about creating meaningful, measurable impact that fuels both business outcomes and advances science in service of patients.
