How Attendees’ Surveys Propelled Event Engagement
Crafting Event Around Feedback
The Event
- A global biopharmaceutical company, was planning their North America Kickoff Meeting for 150 attendees which included their business units and support departments.
The Challenge
- Because this was the first face-to-face event since their 2020 virtual event, the company’s goal was to build excitement and momentum to kick off the 2023 year and create an intentional agenda that would support this.
- This event had a short planning period beginning in mid-October with a January event date and needed to accommodate additional international guest travelers.
The Results
- To achieve the goal of creating an event that would build excitement, the MTA team gleaned insights from attendee survey data from the previous 2020 meeting. Based on survey feedback, we were able to create a targeted agenda customized to attendees’ interests and develop relevant, meaningful content that included both patient and HCP speakers. The survey feedback also revealed that attendees desired more time for reconnection.
- To support the theme, “Bringing Light into More Lives,” the event kicked off with a technicolor welcome reception and dinner.
- Attendees enjoyed an evening under the twinkle of market lights and the glow of neon lights, with casual activations including led-lit lawn games – oversized dice, frisbee toss, and corn hole. Entertainment included a hula hoop performer/instructor, and steel drum player.
- The entire event was built around connection and conversation with food stations, including a s’mores station, casual dining around fire pits and a gifting suite.
- Attendees participated in a morning general session with a designated on-site call center to enable the Patient Services team to continue serving patients throughout the duration of the meeting.
- a patient speaker was invited to present. Our MTA team worked with the hotel to ensure that the stage was fully accommodating to meet the speaker’s needs.
- The event concluded with a celebratory reception and dinner with a formal seated dinner and awards ceremony with a finale surprise – an 80s-themed DJ’ed party!
- Activations included an 80s-styled photo booth, airbrush artists, a late-night mini burger and shake station, and fun 80s throwback novelties.
