Medical Conference Engagement Playbook: From Connection to Conversion

1. Medical Conference Engagement Playbook: From Connection to Conversion Turn every conference into your pipeline with structured engagement and follow‑up

2. What This Playbook Delivers For many teams, conferences become expensive “brand moments” rather than ROI engines. Too often, valuable KOLs are missed, leads slip through the cracks, and insights never make it back to the strategy table. That’s where this playbook comes in. We believe conferences should deliver more than just handshakes and logos on banners. They should fuel lasting relationships, amplify influence, and generate real business impact. This playbook gives life sciences marketing and medical teams a repeatable framework to: Identify the right KOLs, rising stars, and digital opinion leaders attending your target events. Map engagement plans that deliver mutual value and maximize advocacy potential. Execute on-site and post-event strategies that turn interactions into leads, insights, and long-term influence. medical conference engagement Book | 1

3. What We’ll Help You Do Why Teams Love This Playbook What’s Inside Six simple phases, each packed with ready- to-use templates, timelines, and pro tips: Find the right voices Identify top KOLs, rising experts, and digital opinion leaders who matter most to your market. Search By Name (First Last) Home Discover Cardiology EventsofInterest RecentActivity 2025AmericanCollegeofCardiologyAnnualMeeting(ACC) 03/29/2025 1HCPisaddedtoContactsfromDiscover 10hoursago USER 2025EuropeanHeartRhythmAssociationAnnualCongress(EHRA) 03/30/2025 11hoursago 1Planhasbeenadded USER Dr. Mary C. Carson - 2 Interactions have been added 2025HeartValveSocietyAnnualMeeting(HVS) 04/16/2025 14hoursago USER Dr. Louise N. Cardiel - 1 Publication has been added 2025DeutscheGesellschaftfürKardiologieJahrestagung(DGK) 04/23/2025 16hoursago SYSTEM 2025CardiacElectrophysiologySocietyAnnualMeeting 04/24/2025 Dr. Todd S. Lew - 3 Clinical Trials have been added 22hoursago SYSTEM ShowMore ShowMore Top10CompaniesbyHCPAffiliation Top5SpecialtieswithExperts TopConceptsPublished AtrialFibrillation CoronaryArteryDiseases HeartFailure 3.1% 7.0% 7.8% LoisLane AvaHamilton SimonBurgess 13.8% CardiovascularDisease(Cardiology) 7.9% 8.3% JacobInce NeilDoe HenryCyrene Platform Time Frame Search here... Twitter Jan to Mar InterventionalCardiology JennyShagwell BrianEdmunds TiffanyPiper 8.3% 12.9% 12.4% Dr. Lia A. Dines HCP User Mentions Network Map Analytics Post FrankAvery BorisRutherford MarcC.Thorne ThoracicSurgery Easy to follow, even on the go Every phase comes with a checklist, so you never miss a beat — even when you’re running between sessions. 8.6% JerryLamora AdamMacLeod JohnR.Lewis Followers (Jan to Mar) Post (Jan to Mar) Engagement (Jan to Mar) AvgEng Per post (Jan to Mar) 11.4% 69.2% ClinicalCardiacElectrophysiology Social Media Name 1592 Absolute Change 13% Percentage Change 74% Percentage Change 77% Percentage Change 54k 16 32 2k 9.1% Twitter : Lia A. Dines Search By Name (First Last) 36k 11 21 706 10.9% Followers/ Subscribers 9.2% 18k 6 11 353 CardiacSurgery Discover Home Contacts Track NetworkMaps Analytics Events More Search By Name (First Last) Twitter : 49309 0 0 0 0 Jan Feb Mar Jan Feb Mar Jan Feb Mar Jan Feb Mar Home Discover Biography Followers Posts Followers Followers Concierge Psychiatry Psychotherapy Layers Overall Engagements (Jan to Mar) Sentiment Meter (Jan to Mar) Medical Weight Care & Coaching 50 40 60 11k Writer TopTopicsinConferences Retweet Top10StateswithExperts Top10CitieswithExperts 60% Positive 30 70 Search Likes 20 80 8k External Links 28%Negative 90 https://linkr.e/DrLiaADines 10 12%Neutral 4k Replies Address Neoplasms California 3356 0 100 HeartDiseases CardiovascularDiseases NewYork 14223 Durham, North Carolina United States 0 January February March NewYork 3045 Houston 9810 JenniferR.Mitchell BrianEdmunds MarianelaFillion Florida 2649 TopHashtags (Jan to Mar) Boston 9105 ChristopherSmith SimonBurgess BrianKeeling Texas 2473 Philadelphia 7854 ElenaM.Justice FrankAvery RoyCarson HashtagSentiments Pennsylvania 1831 Chicago 335 ADHD adhdcommunity JosephJ.Toler ADHDeducation LuisBaker HenryCyrene Events adhdsupport Ohio 1446 LosAngeles 311 ADHD2024 MentalHealthConference FelixA.Woodward LoisLane DiannaHaines IIinois 1388 MentalHealthMatters ADHDSpeakers My Events Cleveland 265 Neurodiversity ADHDAdvocacy NewJersey 1316 Dallas 5663 2025Connective ASCOGastrointestinal Overview (Jan to Mar) Michigan 1118 Tissue Oncology Baltimore 259 Cancers Symposium Total new followers 91938 Society Annual Michigan 19446 2025 Total new tweets 76 Seattle 5116 January 23-25, 2025 Meeting(CTOS) February 13, 2020 Total likes 164 San Francisco, California, USA Total replies 5 Total retweets 40 Speaker Demographics 452 North America 255 Asia Positive Neutral Negative 72 Europe 9 Oceania 8 South America Posting Activity (Jan to Mar) Centers of Excellence Top 5 Speakers John Parsons Sebastian Churchill Mon Gordon Pullman Oliver Avery Yvonne Langdon Wed Posting Intensity Low High Fri Trending Topics Discussed Specialty of Speakers Sun 6% January 2025 February 2025 March 2025 7% 31% 27% 29% Medical Oncology Hematology/Oncology Internal Medicine Radiation Oncology Gastroenterology Prepare Make every touchpoint count Get your goals, KPIs, and compliance locked in. From pre-booked meetings to on-site interactions, build engagements that feel natural, valuable, and compliant. Plan Map KOL tiers, select the strategy, and build your timeline. Practical tips Tips that help you understand how to use real-time KOL insights, so you spot influence shifts and seize new opportunities instantly. Execute Capture leads and insights in real time. Turn connections into conversions Follow Up Capture leads, log insights, and keep the momentum going long after the event wraps. Nurture relationships and keep engagement alive. Designed for collaboration Marketing, medical, and field teams can work from the same framework, reducing silos and boosting impact. Measure & Optimize Track ROI, share wins, and make the next one even better. medical conference engagement Book | 2

4. Phase 1: Prepare – Set the Stage for Impact 1 STEP Define What “Winning” Looks Like Are you here to build new KOL relationships, strengthen existing ones, or drive awareness for a new product? Choose 2–3 primary objectives so your team isn’t chasing everything at once. Set clear KPIs: Number of KOL meetings booked, insights captured, and follow-up conversion rate. Tip: Aim for leading metrics, such as engagement quality, not just vanity counts. It keeps the team focused on impact, not just activity. 2 Get Everyone on the Same Page STEP Marketing, Medical, and Field teams need shared visibility: Who’s attending? Which KOLs are a priority? What’s the agreed-upon approach to engagement (scientific vs. commercial)? Create a simple roles matrix so everyone knows their part-no duplication, no gaps. Tip: Use konectar for real-time KOL updates to spot last-minute schedule changes - so your teams can adjust without missing high-value conversations. medical conference engagement Book | 3

5. 3 Audit Your Data and Tools STEP Are your KOL tiers up to date? Is your CRM set up to capture leads, notes, and insights seamlessly? Have you connected to have you connected to your CRM so that new updates (publications, digital mentions) feed straight into your preparation? 4 Lock Down Compliance Early STEP Draft fair-market-value (FMV) ranges for any paid engagements. Review internal rules for interaction tracking. Prepare pre-approved talking points so field teams can speak confidently without risk. medical conference engagement Book | 4

6. Before you move on to the planning phase, make sure you can check all these boxes: Objectives defined and KPIs set Priority KOL list (with tiers) Team roles shared Compliance guidelines signed off medical conference engagement Book | 5

7. Phase 2: Plan – Shape Every Connection Before You Arrive Once you’ve got your goals and team aligned, it’s time to design the plays that will turn this conference from “just another event” into your pipeline. This phase is all about clarity and focus — choosing the right KOLs, right channels, and right activities, so your team isn’t improvising in the middle of the show. 1 Know Who Matters Most STEP Break down your KOL network into clear tiers: TIER 1 TIER 2 Global/national voices Regional leaders Must-meet, highest reach. Influential in target markets, great for localized efforts. Rising experts and digital opinion leaders (DOLs) : The ones shaping conversations online or in niche circles. Tip: Use konectar to access KOL profiles with the latest publications, social mentions, and speaking engagements so you’re walking in fully informed. medical conference engagement Book | 6

8. 2 Choose Your Engagement Plays STEP Not every KOL needs one-on-one personal attention. Match the engagement style to their tier and preferences: TIER 1 TIER 2 Global & National Leaders Regional Influencers Book private, insight-driven meetings — use these to learn about emerging needs, competitor dynamics, and opportunities for collaboration. Schedule focused, in-person discussions or meet over informal meetings and small group sessions to understand regional challenges, gather market insights, and build rapport. Rising Experts & Digital Opinion Leaders (DOLs) Arrange targeted digital collaborations. Connect via quick video calls, live Q&As, or micro-content sessions to explore how they can help amplify key messages to their online audiences. medical conference engagement Book | 7

9. 3 Plot the Timeline STEP A good plan isn’t just about what you’re doing, but when and who is doing it. Map out the entire conference journey so nothing gets lost in the chaos: TIER 1 TIER 2 TIER 3 Pre-conference On-site Post-conference Lock in KOL meeting slots, finalize your talking points, and send any briefing materials to the team. Schedule specific touchpoints (sessions to attend, KOL meetings). Plan your follow-up details (thank-you emails, insight summaries, invitations to next-step discussions). 4 STEP Prep Your Team to Deliver A great plan only works if your team can execute it without friction. Make sure they’re conference-ready by: Sharing concise KOL profiles (interests, recent work, and talking points) with everyone who’ll interact in person. Providing pre-approved conversation starters so every discussion stays relevant and compliant. Confirming that everyone can log notes and insights in real time using CRM, so no valuable information gets lost after the event. medical conference engagement Book | 8

10. Your Quick Checklist Before you roll into promotion mode, confirm: KOL tiers updated and ranked by priority Engagement strategy assigned per tier KOL profiles and talking points shared medical conference engagement Book | 9

11. Phase 3: Promote – Create Buzz and Book the Right Meetings With your strategy locked and your KOL targets set, it’s time to get on their radar before the conference begins. This phase is where awareness turns into action - securing meetings, building anticipation, and making sure KOLs know why connecting with your team is worth their time. 1 STEP Build a Clear Offer KOLs are busy, so your outreach needs to answer one question: “What’s in it for me?” Craft a single, value-driven hook (early data preview, strategic discussion invite, or a thought- leadership opportunity). Keep it short and relevant to their expertise or interests — no generic “stop by our booth” asks. medical conference engagement Book | 10

12. 2 STEP Get the Word Out Use a layered approach with personalized emails, social media outreach, and, if appropriate, introductions. Plan to reach out to each KOL more than once before the conference. Tip: Start with a friendly introduction, follow up with something valuable (like session details or a relevant insight), and send a quick confirmation closer to the event. This way, you stay on their radar without overwhelming them. 3 STEP Make It Easy to Say Yes Include a simple scheduling link so they can book a time without the need for back-and-forth communication. If your targeted KOLs are speaking or presenting, offer to catch up with them after their session — this shows respect for their schedule and context. medical conference engagement Book | 11

13. Your Quick Checklist Before you head into execution mode, make sure: Value-driven outreach offer created (and approved) KOL outreach list finalized and personalized Email and social outreach scheduled medical conference engagement Book | 12

14. Phase 4: Execute – Make Every Interaction Count At this time, the conference is underway. Now it’s about delivering seamless, meaningful engagements with KOLs — while capturing every insight and opportunity in real time so nothing gets lost once the event ends. 1 STEP Follow the Schedule Stick to your pre-set meeting slots and session plan (from Phase 2). Make sure every KOL meeting has a clear objective (relationship building, insight gathering, or follow-up on specific topics). 2 STEP Be Present, Not Promotional Focus conversations on listening and understanding — market trends, unmet needs, competitor activity — rather than hard selling. For Tier 1 leaders, use the time to strengthen trust and explore future collaboration opportunities, rather than overwhelming them with brand materials. medical conference engagement Book | 13

15. 3 STEP Capture Insights in Real Time Use your CRM to log What the KOL shared (insights, pain points, emerging topics). Any follow-up actions (additional data, introductions, post-event calls). Tip: Keep a hard copy in case of limited access to the internet. You can upload these notes into the system after each day, so the data stays current. medical conference engagement Book | 14

16. Your Quick Checklist Before the day wraps, confirm: All scheduled KOL meetings happened (or rescheduled if missed) Follow-up actions noted for each KOL Team debrief scheduled for end-of-day review medical conference engagement Book | 15

17. Phase 5: Follow-Up – Turn Conversations Into Lasting Connections The conference is over, but the real work begins now. How you follow up determines whether those KOL interactions fade away or turn into ongoing, valuable relationships. 1 STEP Move Fast (Within 48 Hours) Send a thank-you email to each KOL you met — keep it warm and personal, not templated. Include any promised materials (slides, data summaries, or next-step invites). Make sure all outreach is logged in your CRM so your team sees who’s been contacted. medical conference engagement Book | 16

18. 2 STEP Segment Your Next Steps Not every KOL needs the same follow-up: TIER 1 TIER 2 Leaders Influencers Invite for deeper strategy discussions. Share region-specific updates or collaborate for upcoming local programs. Rising Stars/ DOLs :Continue engagement through digital touchpoints (social collaborations, short check-ins). 3 STEP Debrief and Share Learnings Host a post-conference review meeting with your team to cover: Which KOLs were most engaged? What insights or opportunities came up? What can be improved for the next event? Tip: Document everything in a shared space (konectar CRM) so the next conference starts with better context. medical conference engagement Book | 17

19. Your Quick Checklist Before closing out this phase, confirm: Thank-you emails sent and logged within 48 hours KOLs segmented with clear next actions Insights shared with internal teams Debrief completed and documented medical conference engagement Book | 18

20. Phase 6: Measure & Optimize – Prove Impact and Get Better Every Time 1 STEP Track the Right Metrics Focus on both activity (what you did) and impact (what it delivered): Activity Metrics: Impact Metrics: Number of KOL meetings held vs. planned. Insights logged (and shared internally). New or deepened KOL relationships. Opportunities identified (collaborations, market insights). Follow-ups sent within 48 hours. Influence on the pipeline. medical conference engagement Book | 19

21. 2 STEP Consolidate Insights Pull together all meeting notes, key takeaways, and KOL feedback into a single summary document. Highlight patterns: common concerns, competitor mentions, or emerging trends. Share with marketing, medical, and leadership so everyone benefits. 3 STEP Review as a Team Hold a post-event review session to discuss: Did we meet our KPIs? Which strategy (outreach, meetings, follow-ups) drove the most engagement? What needs to be changed for the next conference? Tip: Document everything in a shared space (konectar CRM) so the next conference starts with better context. medical conference engagement Book | 20

22. Your Quick Checklist Before closing out the playbook cycle: All KPIs measured and documented Insights compiled and shared internally Team review completed with action items medical conference engagement Book | 21

23. Turn Events Into Ongoing Impact Conferences aren’t just dates on a calendar — they’re opportunities to deepen relationships, capture market intelligence, and amplify your brand through the voices that matter most. Search By Name (First Last) Home Discover Cardiology EventsofInterest RecentActivity 2025AmericanCollegeofCardiologyAnnualMeeting(ACC) 03/29/2025 1HCPisaddedtoContactsfromDiscover 10hoursago USER 2025EuropeanHeartRhythmAssociationAnnualCongress(EHRA) 03/30/2025 11hoursago 1Planhasbeenadded USER Dr. Mary C. Carson - 2 Interactions have been added 2025HeartValveSocietyAnnualMeeting(HVS) 04/16/2025 14hoursago USER Dr. Louise N. Cardiel - 1 Publication has been added 2025DeutscheGesellschaftfürKardiologieJahrestagung(DGK) 04/23/2025 16hoursago SYSTEM 2025CardiacElectrophysiologySocietyAnnualMeeting 04/24/2025 Dr. Todd S. Lew - 3 Clinical Trials have been added 22hoursago SYSTEM ShowMore ShowMore Use this playbook as your go-to guide for every event: Top10CompaniesbyHCPAffiliation Top5SpecialtieswithExperts TopConceptsPublished AtrialFibrillation CoronaryArteryDiseases HeartFailure 3.1% 7.0% 7.8% LoisLane AvaHamilton SimonBurgess 13.8% CardiovascularDisease(Cardiology) 7.9% 8.3% JacobInce NeilDoe HenryCyrene InterventionalCardiology Platform Time Frame Twitter Jan to Mar JennyShagwell BrianEdmunds TiffanyPiper 8.3% 12.9% Search here... 12.4% FrankAvery BorisRutherford MarcC.Thorne Dr. Lia A. Dines User Mentions Network Map Analytics Post ThoracicSurgery HCP 8.6% JerryLamora AdamMacLeod JohnR.Lewis 11.4% Followers (Jan to Mar) Post(Jan to Mar) Engagement(Jan to Mar) AvgEngPer post(Jan to Mar) 69.2% ClinicalCardiacElectrophysiology 1592 13% 74% 77% 9.1% SocialMedia Name Absolute Change Percentage Change Percentage Change Percentage Change 54k 16 32 2k 10.9% Search By Name (First Last) Twitter : Lia A. Dines 9.2% CardiacSurgery Home Discover Contacts Track NetworkMaps Analytics Events More 36k 11 21 706 Followers/ Subscribers Search By Name (First Last) 18k 6 11 353 Home Discover Twitter : 49309 0 0 0 0 Jan Feb Mar Jan Feb Mar Jan Feb Mar Jan Feb Mar Biography Followers Posts Followers Followers Layers Concierge Psychiatry Follow the phases to plan, execute, and measure without missing key steps. Psychotherapy OverallEngagements (Jan to Mar) SentimentMeter (Jan to Mar) Medical Weight Search Care & Coaching 50 40 60 TopTopicsinConferences Top10StateswithExperts Top10CitieswithExperts 11k Writer 60%Positive 30 70 Likes 20 80 8k ExternalLinks 28%Negative Retweet Neoplasms 90 California 3356 https://linkr.e/DrLiaADines HeartDiseases CardiovascularDiseases 10 12%Neutral NewYork 14223 4k Replies Address 0 100 NewYork 3045 Durham, North Carolina 0 Houston 9810 JenniferR.Mitchell BrianEdmunds MarianelaFillion January February March United States Florida 2649 Boston 9105 ChristopherSmith SimonBurgess BrianKeeling TopHashtags (Jan to Mar) Texas 2473 Philadelphia 7854 ElenaM.Justice FrankAvery RoyCarson Pennsylvania 1831 Chicago 335 HashtagSentiments JosephJ.Toler adhdcommunity HenryCyrene LuisBaker Events 1446 Ohio ADHD LosAngeles 311 adhdsupport ADHDeducation FelixA.Woodward MentalHealthConference LoisLane DiannaHaines IIinois 1388 My Events Cleveland 265 ADHD2024 MentalHealthMatters ADHDSpeakers NewJersey 1316 Dallas 5663 Neurodiversity ADHDAdvocacy 2025Connective Tissue Oncology Society Annual Meeting(CTOS) ASCOGastrointestinal Cancers Symposium 2025 Michigan 1118 Baltimore 259 Overview(Jan toMar) Michigan 19446 5116 Seattle Totalnewfollowers 91938 January 23-25, 2025 February 13, 2020 Totalnewtweets 76 San Francisco, California, USA Totallikes 164 Total replies 5 Total retweets 40 Speaker Demographics 452 NorthAmerica 255 Asia Positive Neutral Negative 72 Europe 9 Oceania 8 SouthAmerica Posting Activity(Jan to Mar) Centers ofExcellence Top 5 Speakers John Parsons Sebastian Churchill Mon Gordon Pullman Oliver Avery Yvonne Langdon Customize this template and checklists so your team works from a single, consistent framework. Wed Posting Intensity Low High Fri Trending Topics Discussed Specialty of Speakers 6% Sun 7% 31% January 2025 February 2025 March 2025 27% 29% Medical Oncology Hematology/Oncology Internal Medicine Radiation Oncology Gastroenterology After every event, feed your insights and learnings back in — so each conference becomes easier, smarter, and more impactful than the last. Need More Resources? Our team has a repository of related articles that expand on the ideas in this playbook. Discover actionable strategies to help you get the most out of conference planning and execution. Book a demo with our experts to see how konectar Events can help you streamline planning, connect with the right leaders, and measure real impact at conferences. Contact us : support@aissel.com www.aissel.com Book a Demo Today! medical conference engagement Book | 22