Congress engagement playbook: the definitive guide

About this guide

Medical congresses remain one of the most valuable touchpoints for engaging HCPs. But too many pharma teams treat congress engagement as an ad-hoc activity — scrambling to capture interactions on the show floor, losing data in spreadsheets, and failing to connect event outcomes to commercial objectives.

This playbook provides a structured framework for congress engagement across the full lifecycle:

What’s inside

• Pre-event planning: KOL targeting, agenda intelligence, and booth strategy
• On-site execution: HCP interaction capture, real-time engagement tracking, and compliance workflows
• Post-event activation: CRM data flow, follow-up automation, and engagement scoring
• Measurement framework: KPIs that connect congress activity to commercial outcomes
• Compliance checklist: Sunshine Act, EFPIA, and transfer of value considerations

Who this is for

• Medical Affairs teams planning congress engagement strategies
• Brand & Commercial teams measuring event ROI
• Event Operations teams coordinating on-site logistics
• Compliance teams managing transfer of value reporting