The future is LIVE marketing – and that matters more than ever
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Welcome to 2025, world.
Think about it: at this same time, just five short years ago, we were in for the ride of our lives, weren’t we?
A century-in-the-making pandemic was on its way and we, in the live marketing industry – like everyone – were pretty much blindsided by its impact.
In 2020, our turn toward virtual events was fast, rocky, and, at times, harrowing. But... We made it through! And, in doing so, we learned a heck of a lot about how the absence of in-person contact makes everything feel, well, distant.
Over the last few years, slowly but surely, live events have taken the lead again. And now, at the start of 2025, as we continue to leave the post-pandemic world in the rearview mirror, we once again fully embrace what live marketing can mean to companies like ours: it is more important than ever as pharma and med-tech clients seek out the lifeblood of face-to-face interaction.
What makes live marketing so special?
Live marketing spans planned gatherings of all sorts, such as immersive workshops, hands-on booth demonstrations, real-time conferences and plenary sessions, corporate town halls and affiliate-level lunch & learns – to name a few.
Each represents an opportunity for assembly. But that’s not all.
From innovation, to connection, to growth, live marketing goes beyond just bringing people together; it provides a unique space where professionals – including, in our case, healthcare providers (HCPs), researchers, brand-level commercial and medical teams, and more – can engage in meaningful conversations, learn about cutting-edge advancements, and form lasting relationships. Live marketing creates opportunities for in-room feedback, collaborative learning, and deepening of trust between organisations and their audiences. The inherent immediacy of these face-to-face interactions infuses excitement and encourages engagement.
For traditional marketing teams, live marketing provides a unique opportunity to forge meaningful relationships, strengthen internal alignment, and showcase the advancements that are shaping our future.
In industries as complex and regulated as pharma and med-tech, the power of live marketing goes far beyond traditional advertising. It allows brands to establish authentic connections, communicate brand intricacies, and foster enhanced collaboration.
It starts with hands-on communication
From breakthrough therapies to advanced medical devices, to gaining awareness of the latest selling tools and brand messaging, live marketing is essential for showcasing innovation. It allows pharma companies to demonstrate the full scope of their latest advancements in ways that resonate with their audience, highlighting not just the technical aspects, but real-world applications and impact on patient care. Immersive experiences, such as hands-on demonstrations, interactive workshops, and live Q&A sessions, make it possible to communicate complex ideas in a way that is engaging and memorable.
One effective live marketing approach is the use of digital patient simulations to provide an immersive, problem-based learning experience that mirrors the challenges healthcare providers face in in-room practice. This approach allows participants to engage with realistic scenarios; for example, working together to understand a patient’s condition. Understandings around treatment options and the impact of timely medical decisions are borne out of this collaborative, interactive thought partnership.
The impact of artful storytelling cannot be denied
While data and outcomes are central to this industry, human stories truly engage audiences. Live marketing allows companies to weave compelling narratives that highlight real-world impact into their live experiences. Bringing the patient “into the room”, for example, allows a patient’s story to do more than just educate; it can inspire, motivate, and humanise the science behind the brands.
Effective storytelling makes a lasting impression on attendees, helping them not only understand the science, but also feel a personal connection to it. By combining human stories with cutting-edge science, pharma and med-tech live marketing builds brand recognition and defines opportunities beyond transactional relationships.
Afterall, we are humans who want a sense of belonging
Live marketing serves as a powerful tool in aligning teams around shared goals. Highlighting togetherness, these gatherings and events provide the perfect opportunity to celebrate milestones, reflect on progress, and foster collaboration.
In global organisations, like the ones we work with, live marketing is absolutely essential for alignment and motivation. It is thrilling to see teams come together, in person, when they typically spend so much time working across disparate locations, time zones, and cultures.
Across the board, live marketing gatherings are not just about showcasing progress – they’re about fuelling passion and energy. They emphasise the human drive for connection, inspiration, and belonging.
The time is now, live marketing is how
Live marketing is no longer just about convening people – it’s about being an essential catalyst for innovation, collaboration, and connection within the pharma and med-tech industries.
By bridging the gap between complex science and human emotion, we can help organisations do so much more than connect: we can help them demonstrate advancements, build trust, and tell impactful stories that resonate with diverse stakeholders.
In a rapidly evolving world, this is a must.
Live marketing reminds us that, at the heart of every interaction or innovation is us, we humans – with a drive to connect, inspire, and share space beyond our screens.