| Winter 2008 |
Webcasts
Medical congress activity represents a significant investment for companies in terms of time and resources. Naturally it makes sense to get maximum return on investment from these activities. One way of doing this is to increase the reach of medical education that is delivered at sponsored symposia and the web provides a good tool for doing this. Throughout the summer, Aurora has developed archived webcasts of client sponsored symposia at major international congresses and assisted client affiliate offices with raising awareness of these resources among relevant healthcare professionals in their markets. Viewing figures have been significant - with large numbers of doctors registering to view the content and then logging in to access it - resulting in audiences for symposia being more than doubled on average.
An archived webcast is broadcast time-delayed following the live event and remains online for a fixed period. This approach is advantageous as the speakers can be recorded in advance of the congress and the content can go through appropriate approval channels. Keeping the content posted on the web provides doctors with more time to view it and affiliates with more time to promote it. Archived webcasts provide clients with an additional way of communicating with healthcare professionals and delivering educational content - contact us if you want to find out how to make yours a success.
Global positioning and messaging
Aurora has been supporting an international client with the development of positioning messages and branding for a new product franchise - the activity started with a messaging workshop, progressed to customer focus groups and concept testing and will be finalised with an advert, product brochures and a corporate brochure. Commenting on the activity, Aurora co-MD Neil Crump said, “The challenge with a new product franchise is to extend the parent company's heritage to a new disease area in a congruous way. Aurora worked with its client team to develop consensus about the communication vision for the new franchise and then developed concepts that reflected this. This is an exciting area for Aurora and aligns with our approach of creative targeting for our clients.”
Live events
Our final exciting approach from the summer is live educational workshops that follow a train-the-trainer format. For clients, Aurora has identified doctors that would be suitable to lead educational workshops and has then provided support in developing the content and gaining accreditation. The age old adage, “what can go wrong will go wrong” applies with training events so you have to be on your toes and ready to manage the unexpected! Aurora is well versed with these activities as well as the key considerations for developing relevant and engaging educational content for healthcare professionals.
| Cream teas in Cornwall | |
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Aurora recently held a staff weekend away in Cornwall at a beautiful country cottage retreat called Trevenna near to St. Neot. The event provided the team with a good opportunity to take stock and discuss key learnings from business in the first half of 2008, as well as plan out client work and new business activity for the second half of the year. Naturally this process was fuelled by beautiful cream teas that the team devoured with vigour. Socially, team members were free to decide upon what they wanted to do. Debate over X-Factor viewing entailed whilst others fell asleep watching England play football and the obligatory board games were rolled out! We look forward to our next Pictionary battle and honing our bluffing skills with Perudo. |
So that's a little bit from us to you! We would love to hear from you. Why not call us on 020 7424 7940 for a chinwag?
Take care, Team Aurora
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© Aurora 2008
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