Global Medical Affairs (GMA)-led Congress Planning Playbook Development

A biopharma company’s global Medical Affairs team needed help to develop a Congress Planning Playbook, including a standardized set of guidance and step-by-step plan for implementation.

We began by defining the objectives of congress participation, identifying the top strategic priorities for GMA-led congresses. Recognizing the need for nuance by archetype, we developed a framework to define detailed objectives by product lifecycle stage. We also developed the operating model and high-level guidance, including criteria for selecting global congresses, a tracking tool for upcoming congresses, a process for keeping it updated, and the team structure for implementation. Finally, we developed a step-by-step Excel playbook that covered planning and budgeting, logistics, on-site execution, and congress close-out.

Instead of starting from scratch each time, the Congress Playbook provided a consistent process and pre-developed planning resources. The clear roles and responsibilities across Global and regions eliminated redundant efforts and overlapping customer outreaches.