What if pharma’s biggest investment in engagement isn’t creating the biggest impact?

For years, congresses have been at the centre of pharmaceutical engagement strategies. They remain valuable moments for visibility, networking and education, but are they enough to influence today’s healthcare professionals?

That was the question at the heart of ‘Biond the Booth’, an executive roundtable hosted by Space & Time in partnership with Biond Health.

Bringing together leaders from across pharma, healthcare and marketing, including healthcare professionals themselves, the discussion explored one of the industry’s biggest challenges:

Is pharma over-investing in square metres and under-investing in year-round HCP influence?

The conversation was honest, thought-provoking and, at times, uncomfortable. It challenged long-held assumptions about how healthcare professionals want to engage with the industry and highlighted the growing need for more meaningful, continuous relationships.

Those conversations didn’t end when the event did.

We’ve distilled the key themes, debates and expert perspectives from the roundtable into a practical whitepaper, developed collaboratively by Space & Time and Biond Health.

Rather than simply summarising the discussion, the report expands on it—combining insights from the event with industry expertise to explore how pharma can build stronger, more relevant engagement strategies for the future.

Inside, you’ll discover:

  • Why congresses should be viewed as part of a broader engagement strategy, not the strategy itself.
  • What healthcare professionals are really looking for from pharma partnerships.
  • The changing expectations around trust, relevance and continuous engagement.
  • Practical considerations for creating influence beyond the booth.
  • Key insights and perspectives shared by industry experts during the executive roundtable.

Whether you’re responsible for brand strategy, medical affairs, commercial excellence or omnichannel engagement, this whitepaper offers fresh thinking to help shape your approach.

Download your copy.