With JCDecaux out-of-home media, leading pharmaceutical brands reached healthcare professionals on their way to and from the 2023 ASCO Annual Meeting in Chicago
Each June, more than 40,000 oncology professionals meet at Chicago’s McCormick Place to showcase the latest advances in clinical cancer research at the American Society of Clinical Oncology (ASCO) Annual Meeting.
With over 200 sessions, ASCO’s event is one of the most coveted opportunities for pharmaceutical advertisers to reach their most valuable audience- healthcare providers.
Out-of-home advertising is trusted for driving brand awareness ahead-of and during special events such as ASCO’s meeting in part due to the sense of credibility that is achieved from its in-the-public-eye nature.
Additionally, OOH allows brands like pharmaceuticals to target audiences based on location. While JCDecaux billboards along all Chicago expressways help reach those arriving to the city center and McCormick Place from both airports, strategically placed street furniture panels can engage these healthcare professionals at eye-level near hotel corridors and outside of the venue itself.
Beyond ASCO attendees, these pharmaceutical campaigns hold especially high relevance among the public at large.
Market insights from The Harris Poll show that of the 76% of consumers who engaged with a healthcare OOH ad, 46% of consumers in large cities searched for the product or company online, and 30% visited the product or company’s website.
Learn more about the biggest research breakthroughs at ASCO’s 2023 meeting here.