Hybrid Events Generate Demand and Deepen Relationships: A Spotlight On Pharmaceutical Companies

Before the start of the COVID-19 pandemic, true virtual events — that weren’t simply webinars — and hybrid events were rare across the pharmaceutical industry. Most events occurred in-person with limited virtual engagement opportunities, leaving marketing and event leaders with less-than-optimal insights about ways to improve experiences and measure meaningful results at scale. Looking forward, most pharmaceutical companies plan to include more digital components in their physical events. The most forward-thinking companies — inside and outside this industry — are doubling down on using data to design high-value experiences and to drive engagement not only at individual events but throughout their marketing and event portfolios.

Taking all of this into account, Cvent commissioned Forrester Consulting to evaluate the current and future state of B2B event planning. Forrester conducted interviews and fielded a global online survey with marketers and event planning decision-makers specifically working in the pharmaceutical industry to explore this topic.

Access the study today to understand key event trends in the tech industry:

• Delivering virtual experiences challenged most pharmaceutical events teams.
• Pharmaceutical firms plan to digitally enable event practices.
• Future event success will require event technology, the right partners, and agile execution.