Scaling PCP Reach: How a Multichannel Theater Strategy Unlocks Incremental Audience

THE CHALLENGE

A leading brand had been investing in in-person industry theaters at primary care conferences. The strategic question: would adding virtual sessions expand their total clinician reach, or would it simply recycle the same audience they were already seeing in the room?

THE APPROACH

Pri-Med ran 16 in-person sessions alongside 7 virtual sessions across the same campaign window. Total reach and audience overlap were tracked across all 23 sessions to measure whether the two channels were competing or compounding.

THE DATA

16 in-person sessions and 7 virtual sessions together reached 3,812 unique clinicians.

54%

Of total reach missed without virtual

1.3%

Audience overlap across all 23 sessions

2,061

Clinicians reached via virtual only

6x

More clinicians via virtual vs. in-person

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WHAT THIS MEANS FOR YOU

The data is clear: running multiple channels together maximizes total PCP reach.

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Minimal audience overlap

Virtual and in-person theaters reached almost entirely different clinicians, confirming the two channels work together to expand reach rather than compete.

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‍Significant incremental reach

Virtual engagement substantially increases total audience. In-person alone would have left more than half the reachable clinician pool untouched.

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Hard-to-reach clinicians

Virtual reaches clinicians who do not typically attend conferences, including nurses, pharmacists, allied health professionals, and specialty clinicians absent from conference floors.

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70%

of Pri-Med’s clinician audience self-identifies as “no-see”

DID YOU KNOW?

The majority of your target clinicians aren’t accessible through traditional rep channels

Virtual industry theaters reach this population at scale. When layered with in-person, they deliver incremental audience, not duplicative exposure.

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