Beyond the Booth: Turning Congresses into Omnichannel Campaigns
About the webinar
When it comes to congress participation, pharma teams focus on three key areas: establishing a strong booth presence, generating engagement, and measuring impact and ROI. Let’s face it, mastering this is already a significant achievement, but many teams still miss out on using congresses as a strategic omnichannel engagement tool with timely and meaningful follow-up. After all, this is where the true impact and ROI are realized.
In this 30-minute episode, Sander Ruitenberg , Head of Omnichannel Engagement International at CSL, joins Onomi CEO Pierre Metrailler to discuss what it looks like when a company genuinely adopts an omnichannel approach. Sander will explain how to transform congresses into omnichannel campaigns rather than isolated events, and why treating them as campaigns leads to clearer ownership, better results, and greater customer impact.
They will discuss how to start engaging healthcare professionals (HCPs) well before the booth opens, how a global CRM layer can connect onsite interactions back to local markets, and how to use adoption and knowledge ladders to customize booth experiences in real time. You will hear practical examples of what is working today, where the gaps are, and how to turn casual conversations in coffee lines and booth visits into structured insights that help accelerate customer journeys instead of ending at the booth.
Who should attend
This session is for commercial excellence, omnichannel, medical affairs, and congress leaders who want to connect congress engagement with real customer impact. It is especially relevant for teams struggling with disconnected systems, inconsistent data capture, or congress plans that never translates into meaningful follow-up.
You will learn
- How a global organization is redesigning congresses as omnichannel campaigns, not one-off events
- How a single global CRM layer can capture onsite engagement and route it back to local markets in real time
- How to design booths around adoption and knowledge ladders so every HCP gets a relevant micro journey
- Practical ways to turn everyday booth interactions into structured insights that drive follow up
- Where most teams get stuck with congress execution and what it takes to fix the gaps
- Actionable ideas you can apply before your next congress, regardless of size or maturity
Speakers
- Sander Ruitenberg — Head of Omnichannel Engagement International, CSL
- Pierre Metrailler — CEO, Onomi