CHALLENGE
Develop an informative Web/audio conference that reviews current information on relevant healthcare reform topics and how they affect HIV/AIDS care, then tailor this content to specific regions and audience types to maximize value for healthcare professionals (HCPs).

SOLUTION
Produced and coordinated 12 live, interactive Web/audio conferences led by 3 experts in healthcare reform. These live events were supplemented with an on-demand segment of the conference to account for the varied scheduling needs of HCPs. Over 900 HCPs and other office staff members attended the live and on-demand conferences, and participation in the Q&A after each live conference was robust. Capitalizing on HCPs’ improved understanding of healthcare reform topics, sales representatives are able to use the opportunity to open up discussions with HCPs and improve access to practice offices.