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Sales pitch or a genuine conference

Pharma conferences are an essential toolfor a Pharma conference? When choosing a
for spreading ideas and information invenue, it is worth considering that the
the Pharmaceutical world. If organisedABPI states that the content should be
and implemented correctly, a Pharmathe most important aspect in a Pharma
conference can be a forum for theConference. Therefore, choosing a venue
communication and development ofthat is entertainment orientated is
scientific ideas, research and products.inappropriate - that means no to
Organisers ofcasinos, golf clubs and spa resorts.
Pharma conferences do, however, run theAccording to the ABPI, sending delegates
risk of their event seeming more like aon a trip to an expensive spa resort
sales pitch than a genuine conference.would not be justifiable as a necessary
Blatant attempts to gain popularity withexpense of arranging a Pharma
clients, through the use of hospitalityconference. A sufficient venue should be
or other material means, could evensought out that offers the necessary
violate the Association of Britishconference features, transport links,
Pharmaceutical Industry (ABPI) Code offood and hospitality if required. The
Practice.level of accommodation should not exceed
The ABPI's Code of Practice is,a basic, comfortable standard - and
according to it's President, "regardedshould definitely not be a luxury hotel.
as a world gold standard forThe level of accommodation could be
self-regulation", and it's list of rulesadjusted for different speakers - for
is central to ensuring that theexample, a high profile international
Pharmaceutical industry is ruled byspeaker would probably warrant more
scientific developments and nothospitality than a local speaker.
marketing. The Code of Conduct, andOnce a venue has been chosen, you may
specifically clause 19, seeks to reducewish to consider some other factors to
the amount of lavish hospitality that ishelp decide the level of hospitality to
often associated with Pharma Conferencesoffer. The time length of the conference
- and which it says could influence theis obviously an important factor; should
judgement of clients. Compliance withyour meeting last for a whole day, then
the Code is obligatory for members ofmeals should probably be provided. This
the ABPI, and companies can be forced towould, however, be deemed unnecessary
issue a corrective statement and beshould the conference only last a few
publically reprimanded.hours. The costs of the Pharma
So, what's the key to keeping yourconference should match the quality and
Pharma conference within the ABPIimportance of the speakers and the
guidelines? How much is too much when itimportance of the content being
comes to hospitality at these events?discussed. The arrangements of any
The simple answer seems to be that thehospitality should also be carefully
hospitality should match the level ofthought out so that whatever may be
the event, and should come second to theoffered comes a clear second to the
content of the conference - notcontent of the seminar. Advertising can
exceeding what delegates would choose toalso help a conference organiser stick
pay for themselves. Obviously,to the ABPI Code of Conduct. The
hospitality forms a large part of ainvitations and marketing of the event
modern Pharma conference and ifshould be done on a strictly
delegates are attending a long meeting,professional basis, with all emphasis on
then it would be only natural to offerthe content of the conference; only a
some level of hospitality. In short, itsmall amount of the invitation should be
seems that the level of hospitalitydevoted to the hospitality side of the
should be varied depending on a varietyevent, and this should briefly describe
of factors. Unnecessary travellingdetails.
should be kept to a minimum - forIn conclusion, it seems that to stick to
example, it is inappropriate for athe ABPI Code of Conduct, specifically
British Pharmaceutical company toclause 19, common sense should prevail.
arrange a conference in the south ofRather than offering lavish, unjustified
France for it's German delegates. Whenhospitality to delegates, a more low key
travel is unavoidable, which it oftenvenue should be chosen and the emphasis
is, economy air travel should be offeredshould remain on the content of the
to delegates and any First Classconference at all times. Although levels
upgrades should be paid for out of theof hospitality can be varied with a
delegates' pocket. Once the travelnumber of factors, it seems that
solutions have been worked out, the nextanything offered that is more than
step is to choose a venue. This is alsoadequate is simply an unnecessary
covered by clause 19 of the ABPI Code ofexpense, and presents the risk of
Conduct - the choice of lavish andrepercussions from the ABPI. The main
inappropriate venues is not allowed. Sofocus of any Pharma conference should be
what is classed as an acceptable venuescientific content.



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