Back to Business (As Usual?) – Observations from Reuter’s Pharma USA 2022
By Matt Dechen, Healio Strategic Solutions’
VP, Deep Engagement & Custom Solutions
Published April 22, 2022
For the past 2+ years, the pandemic forced the pharmaceutical marketing space to transition into a long series of online meetings, webinars, and a crazy range of all things virtual. For many of us extroverts out there, the work-from-home “virtual reality” taught us a lot about ourselves, from Zoom backgrounds to Microsoft Teams settings, and most importantly the new formal dress code for “work” meetings.
Before the pandemic, the normal pace of “in-person” meetings was hard to keep up with at times, especially with a family at home and balancing priorities and wish lists. All of that came to a halt in March 2020. Initially, I enjoyed the break, but the feeling didn’t last long. After no in-person events for 2+ years, I happily attended the 2022 Reuters Pharma USA conference in Philadelphia on March 16th and 17th with my colleagues Chris Gallagher, Simon Deutsch, and Adrienne Stevens.
Getting back to in-person interactions meant masking up as required and showing proof of vaccination, which, in the grand scheme of things, are minor inconveniences and a very small price to pay to get back to some sense of normalcy.
The conference was great! My fellow marketers networked in the halls and exhibit floors. Speakers from a wide range of pharmaceutical and life sciences companies spoke on many topics, including AI/Deep Learning/Machine Learning, modular content models, improved content packaging, and reduced MLR burdens. There was a heavy focus on Omni Channel customer engagement and discussion on the evolution of the communication architecture, content matrix, and tagging taxonomy. At Healio Strategic Solutions, we deal with all of these topics daily as we work with clients across 32 HCP-facing verticals. Everyone I spoke with was happy to be back doing in-person conferences and networking, realizing the benefits of developing in-person professional relationships. I think I speak for everyone when I say, “It was great to be back!”.
After seeing so many people at the Reuters conference, it made me realize that 2022 will allow us to start meeting in person again. Based on what I see in my April-June travel plans (American College of Cardiology, American Academy of Neurology, and National Kidney Foundation Spring Clinical Meetings), 2022 should get us closer to normal and back to more in-person meetings and events. Let’s get back to business!
Healio Strategic Solutions is a full-service medical communications company dedicated to providing tailored information and education to physicians and health care professionals worldwide. To learn more about elevating your messages with our Deep Engagement Solutions, feel free to DM me on LinkedIn.