Here’s a common situation pharma teams find themselves in: They want to connect with hundreds (or maybe thousands) of people at ASCO but have only a handful of staff to make it happen. That's challenging. But narrowing your focus to the top-priority contacts and using the right tools can give you a huge strategic advantage in how you use your time.
Over the years, we've helped many pharmaceutical teams optimize their ASCO presence. We’ve learned that success at the world's largest oncology conference isn't about last-minute preparations—it's about methodical planning that begins months before you step foot in McCormick Place.
The difference between average and exceptional congress outcomes almost always boils down to three critical elements:
This playbook distills our experience helping pharmaceutical companies improve their approach to ASCO engagement and fully capitalize on its opportunities. It offers practical strategies for maximizing every minute of your investment in Chicago. Read our other guide for a deeper dive into proper congress preparion in 2025.
Read our case study to see how we recently partnered with a global oncology-focused biopharma company and its medical communications agency to optimize engagement with KOLs during two major conferences, ASCO and EHA. Using a tailored instance of ExtendMed's Health Expert Connect™ platform, the team tackled logistical challenges like coordinating schedules for 1,600 Principal Investigators and managing 1:1 meetings, dinner receptions and poster sessions.
ExtendMed's Health Expert Connect™ platform addresses these elements through a comprehensive, compliant solution that:
Head to our solutions page to learn more about our platform, and watch the brief demo above to see how we enable stakeholders to efficiently create and manage events, recruit and register attendees, access presentation files, track expenses and share detailed reporting and ROI analysis.
Contact us to schedule a demo when you’re ready to start the conversation to plan for 2025.
Too often, companies invest heavily in premium booth space and executive time, leaving Chicago feeling they've barely scratched the surface of what was possible. The difference between success and missed opportunities comes down to systematic preparation.
Picture a typical scene: A team arrives at McCormick Place with world-class data to present, a premium booth location, and top executives who have cleared their calendars. Yet they find themselves wrestling with fragmented lists of thought leaders, dealing with conflicting schedules, and worrying about mounting compliance concerns they wish they'd thought of sooner. They squander the limited time and energy they have just trying to manage the logistics of planning for the event itself.
“We recently worked with a global oncology-focused biopharmaceutical company to optimize their engagement strategy for ASCO. They needed to effectively manage a list of 1,600 principal investigators who were set to attend both ASCO in the US and the EHA conference in Europe. Working with their advisory council and medical affairs team, they segmented these global investigators into 22 targeted communities based on specific clinical trials each investigator was involved in.”
— Amy Ravi, CEO, ExtendMed
The key is starting with clear objectives. Modern teams are moving beyond caring mostly about simple booth visits and casual conversations and instead orchestrating sophisticated engagement programs that include one-on-one meetings, investigator dinners and interactive poster sessions. "How many KOLs did we meet?" is no longer enough. Today's conference investments demand sophisticated success metrics, such as meeting/event attendance from high-value KOLs and insights from poster sessions and presentations (via QR codes).
For example, we recently worked with an oncology client to help them gather specific insights from 50 key investigators instead of targeting maximum booth traffic. That directly shaped their product positioning strategy. Be very clear about what success looks like beyond just counting meetings.
For each type of engagement, teams need distinct metrics. Here are just a few we help our clients start tracking, often for the first time:
But perhaps most importantly, successful preparation means having your materials and team ready well before anyone sets foot in Chicago.
“When sending invitations to hundreds or over a thousand principal investigators across all your studies, you don't want to send out individual emails. You need an email solution where you can efficiently send to a whole list based on whatever tags define them as the right group — whether that's tier one stakeholders, tier two stakeholders, etcetera.”
— Amy Ravi, CEO, ExtendMed
Think of ASCO preparation sort of like orchestrating a complex symphony. Each element—from KOL segmentation to meeting scheduling to compliance tracking—needs to work in harmony. When one piece falls out of sync, the entire performance suffers.
The most successful companies approach their ASCO strategy not as a series of isolated tasks but as an integrated campaign that begins months before the conference and continues long after it ends. More on that in the next section.
With your goals in place, the next step is consolidating your network of key opinion leaders in oncology you want to engage. Most teams start at a disadvantage, with valuable contacts scattered across clinical trial databases, CRM systems, past attendance records, and advisory board rosters. The challenge isn't just finding these experts—it's organizing them to enable meaningful engagement.
Any team that’s been to ASCO know that success here hinges on engaging the right experts at the right time. Yet in most pharma companies, valuable KOL information lies fragmented across multiple sources:
“Personalization is how companies stand out in the inbox when thought leaders are flooded with requests for their time and attention. When sending invitations to hundreds or over a thousand principal investigators across all your studies, you don't want to be stuck sending out individual emails — but you need a system to achieve that personalization on a large scale.”
— Amy Ravi, CEO, ExtendMed
The solution starts with consolidation—then segmentation. Forward-thinking teams are moving away from manual processes, instead using specialized platforms that can clean and standardize information from multiple sources. Once consolidated, the real work begins: segmenting these experts based on therapeutic focus areas, research interests, and engagement history.
For example, we recently worked with a client’s advisory council and medical affairs team to compile lists of these global investigators. Then, using our Health Expert Connect™ platform, we segmented those lists into 22 targeted communities for engagement based on the specific clinical trials each investigator was involved in. Every interaction was relevant to the individual KOL's research focus rather than using generic messaging.
Consider the example of a global biopharma company preparing for both ASCO and EHA. They had to manage relationships with 1,600 principal investigators. Rather than treating this as a single massive group, we helped them create distinct segments based on trial involvement, research interests, and historical engagement patterns. This granular approach allowed them to craft personalized outreach strategies that resonated with each segment.
The key to segmentation, we’ve discovered, is to think beyond simple categorization. Modern KOL engagement requires understanding not just what these experts study, but:
This means moving from basic contact lists to rich profiles that capture each KOL's interests, expertise, and potential for collaboration.
Once you have your KOL targets segmented, engage them before you step foot in Chicago. We’ve found that pre-congress outreach is crucial for setting the stage for productive interactions during the event. It's about creating anticipation, demonstrating value and ensuring your company is on the KOL's radar amidst the sea of information and invitations they receive. A strategic, personalized approach to pre-congress outreach can significantly increase the likelihood of meaningful engagements during the event.
Here's how we suggest approaching this:
Again, the right tooling makes all the difference here. For instance, our platform allows companies to send segmented, personalized invitations at scale rather than relying on individual emails. This saves time and ensures consistency in messaging while maintaining a personal touch.
With thousands of oncology HCPs in attendance and many simultaneous sessions across McCormick Place, strategic scheduling becomes crucial. The sheer scale of ASCO can be overwhelming: multiple halls host concurrent sessions, KOLs move between presentations, and there are limited windows for meaningful interaction. Success requires treating every minute as a precious resource.
“When we worked with one of our biopharma clients for ASCO, we helped them build separate, full schedules for their CEO, Chief Medical Officer, and other key team members. Each person attended critical sessions and met with high-priority KOLs, making sure each minute of the event day was well-spent."
— Amy Ravi, CEO, ExtendMed
ASCO engagement is about making the most of your limited time and resources. While your booth is an important part of your ASCO presence, it shouldn't come at the expense of valuable face-to-face time with key stakeholders or missing critical data presentations. Whenever possible, bring enough team members so the booth can be staffed without sacrificing opportunities elsewhere at the event.
Consider how we helped one pharma team transform their ASCO approach: Instead of targeting maximum booth traffic, we had them gather specific market insights from 50 key investigators. These focused discussions directly shaped their product positioning strategy. We helped them reframe success so that it wasn’t about how many conversations you have—it was about having the right conversations with the right experts about the right topics.
The most successful companies approach their McCormick Place presence with super-precise planning:
“Imagine you have four thousand people you'd like to connect with at a congress but only ten staff members to make it happen. By narrowing your focus to the top 500 priority contacts—and using a platform that enables seamless invitations and scheduling—you gain a huge strategic advantage in terms of how you use your time."
— Amy Ravi, CEO, ExtendMed
“Health Expert Connect lets you book meetings in half-hour increments, helping you see more people during the event. Add in dinner meetings and post-event gatherings, and suddenly, you're able to make far more connections and capitalize on every opportunity in a way that's very difficult to do when everything is managed through spreadsheets, documents, and emails alone."
— Amy Ravi, CEO, ExtendMed
Preparation should extend beyond just scheduling, though. Your team must be thoroughly prepared to maximize each engagement. Every team member should master your latest data and key messages and be ready for potential questions or challenges from KOLs and attendees. When presenting new data or launching products, comprehensive pre-ASCO briefings significantly enhance event interactions.
Modern communication tools have become essential for coordinating across McCormick Place's massive event floor. Teams equipped with event management platforms can share information and coordinate in real time, implementing systems where attendees can scan QR codes to answer questions about live presentations, providing valuable real-time insights.
Success at ASCO requires nuanced measurement across different types of interactions. The conference floor at McCormick Place buzzes with activity: KOLs moving between sessions, teams rushing to meetings, and countless informal conversations happening at every corner.
Without a systematic approach to capturing value from these interactions, critical insights can slip away in the whirlwind of activity.
We suggest narrowing your focus to the top 500 priority contacts and using a platform that enables seamless invitations and scheduling; you gain a huge strategic advantage in how you use your time.
Great ASCO execution goes beyond showing up to scheduled meetings. Teams that equip themselves with an event management platform share information and coordinate in real time across McCormick Place. At a recent ASCO event, we helped a client implement a system where attendees could scan QR codes to answer questions about live presentations. This provided valuable real-time feedback that shaped their ongoing strategy.
Modern teams track everything from the quality of scientific discussions to the specific insights gathered from poster sessions.
“When we worked with one of our biopharma clients, we helped them implement a system where team members could use our platform to quickly log insights after each KOL interaction. These insights were immediately available to the entire team, allowing for rapid adjustments to messaging or follow-up strategies as needed."
— Amy Ravi, CEO, ExtendMed
The metrics of success have evolved beyond simple counting.
We recently helped a client implement a system where team members could log key takeaways from conversations. This ensures that valuable insights are captured immediately and can be easily shared with the wider team. Our platform also allows for live polling during presentations for immediate feedback, engaging the audience while providing valuable real-time data on how information is being received.
Also, communication shouldn't slow you down when time management is critical. Successful teams use secure messaging apps for real-time team communication, implement QR codes to quickly access digital materials, and utilize social media to amplify their presence (within compliance guidelines).
Most importantly, teams must maintain flexibility while executing their carefully laid plans. When a key KOL becomes available unexpectedly or a crucial session runs long, having systems in place to adjust schedules and notify team members in real time can mean the difference between a missed opportunity and a valuable connection.
ASCO isn't just a five-day event—it's part of a longer relationship-building process. If not properly harnessed, the momentum generated during ASCO can quickly dissipate. That's why conducting a team debrief immediately after the event is crucial. It allows you to capture fresh insights, identify immediate follow-up actions, and begin the process of translating ASCO interactions into tangible outcomes.
“We recently helped a client convert promising connections into ongoing relationships through structured follow-up. The insights and relationships developed during ASCO shouldn't exist in isolation. To maximize their value, they need to be integrated into your ongoing processes and systems."
— Amy Ravi, CEO, ExtendMed
This means updating your CRM systems with new contact information and interaction notes, ensuring that anyone in your organization who interacts with these KOLs in the future has access to the latest information. Share key insights with relevant internal teams—feedback on a new product concept might be valuable for your R&D team, while insights on treatment practices could inform your Medical Affairs strategies.
The connections made in Chicago need to be nurtured through thoughtful follow-up and ongoing engagement.
The measure of success at ASCO won't be found in the number of business cards collected or meetings scheduled. Instead, it will be in the quality of insights gathered, the strength of relationships built, and the clear progress made toward specific strategic objectives. In the end, mastering ASCO isn't about doing more—it's about doing what matters, with the right people, at the right time.
Success at ASCO 2025 will increasingly depend on our ability to blend strategic planning, personalized engagement, and innovative technology. The landscape of oncology congresses continues to evolve, presenting both challenges and opportunities for engaging with KOLs and PIs. Those who master the art of follow-through will find their ASCO investment paying dividends long after the conference ends.
Consider this your practical roadmap for ASCO success. Like a pilot's pre-flight checklist, each item builds on the last to ensure nothing crucial gets overlooked.
1. Six months before: start with your KOL database. Gather your contacts from:
Then segment them based on therapeutic focus and engagement history.
2. Three months before: begin your outreach campaign. Personalization is how companies stand out in the inbox when thought leaders are flooded with requests. Your priorities:
3. One month before: focus on team preparation. Each person should attend critical sessions and meet with high-priority KOLs. Ensure you have:
4. During ASCO: execute with precision. Success isn't about how many conversations you have—it's about having the right conversations with the right experts about the right topics. Your daily checklist:
5. One week after: launch your follow-up campaign. The insights and relationships developed during ASCO shouldn't exist in isolation. Your priorities:
One Month After — Analyze your success. Look beyond simple metrics to evaluate:
Keep this checklist handy as you prepare for ASCO 2025, and you'll be well on your way to congress success.
As you prepare for ASCO 2025, a crucial question emerges: How do you transform these strategic imperatives into operational reality? The challenges are clear—coordinating thousands of interactions, managing compliance requirements, and capturing valuable insights in real time. The traditional approach of spreadsheets, email chains, and manual scheduling has become unsustainable in today's complex congress landscape.
Health Expert Connect™ stands apart by offering:
Built specifically for the unique demands of congress planning, Health Expert Connect™ isn't just another event management tool—it's a comprehensive solution to the challenges pharmaceutical teams face at major congresses like ASCO.
Teams using Health Expert Connect™ report:
As we move toward ASCO 2025, success will increasingly depend on our ability to blend strategic planning, personalized engagement, and innovative technology. Don't let the complexities of congress planning hinder your mission to advance clinical research and promote your products. With ExtendMed's Health Expert Connect™ platform, you can transform your approach to congress engagement, creating more meaningful connections with KOLs and maximizing the return on your investment.
Ready to transform your ASCO strategy? Contact us to learn how we can help you make ASCO 2025 your most successful congress yet.
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