Following the success of our final insights event of the year in December, our exclusive trends report is available to download. This report showcases the key takeaways from our expert keynote by Ipsos UK and insightful discussions with panellists from CFLEX, Santander UK, Polestar, and Hearst. These industry leaders delved into the most influential trends that are set to shape brand experiences in 2025.
Key Trends Highlighted:
1. The Power of Trust: In an era where authenticity is paramount, building and maintaining trust has never been more crucial. Our experts discussed strategies for strengthening genuine connections with audiences, emphasising the importance of transparency and integrity in brand engagement.
2. Techno Wonder: Innovation is at the heart of redefining brand experiences. The panel explored how cutting-edge technologies can be leveraged to create immersive and memorable interactions, setting new standards for customer engagement.
3. Globalisation Fractures: As the global landscape becomes increasingly divided, brands face unique challenges. Our discussions highlighted the need for adaptive strategies to navigate these fractures, ensuring resilience and relevance in a fragmented world.
4. Retreat to Old Systems: In a surprising twist, there’s a growing appreciation for traditional systems. Rediscovering the value of tried-and-true methods can offer stability and familiarity in a rapidly changing environment, providing a solid foundation for innovation.
For a deeper dive into these trends and more, read our full report here.
In an era of digital overload and rising expectations, healthcare professionals (HCPs) are harder to engage than ever. Despite billions being poured into digital channels, many pharma and medtech brands are struggling to achieve meaningful, lasting connections with their most important audience.
According to a recent Across Health Multichannel Maturometer study, HCPs are exposed to 3,000+ digital brand touchpoints per year—but only 12% are considered impactful by the HCPs themselves.¹
Meanwhile, Veeva’s Pulse Field Trends Report shows that face-to-face access to HCPs rose by 59% in 2023, as more professionals seek authentic, high-value interactions in a world still saturated with virtual noise.²
The key message is clear: HCPs aren’t disengaged, they’re just selective. They are hungry for value but not interested in being sold to. To truly break through, brands must move beyond noise and numbers, toward experiences that create genuine value and lasting impact.
Live events offer a rare opportunity to engage HCPs in a way that’s human, immersive, and valuable. They turn passive observers into active participants and allow for nuanced, two-way conversations that digital alone can’t deliver.
Here’s how well-designed, insight-led live experiences can transform HCP engagement:
1. Humanising the Brand Experience
In a 2022 report by PharmaLive, 81% of HCPs said they’re more likely to engage with a pharma brand that demonstrates a deep understanding of their clinical challenges.³ Live events offer the perfect stage for empathy, education, and connection, helping brands show up as trusted partners, not just product providers.
2. Enabling Peer-to-Peer Learning
One of the top reasons HCPs attend events is for peer exchange. Medical Marketing & Media found that 68% of HCPs consider peer interaction a top factor when deciding to attend a live event.⁴ Roundtables, panels, and collaborative workshops give professionals the opportunity to share knowledge, debate ideas, and connect with like-minded peers.
3. Building Trust Through Transparency
Trust is critical in healthcare. A McKinsey survey found that HCPs are 2.5x more likely to prescribe a brand when they have high trust in the company behind it.⁵ Events provide an environment for open dialogue, live Q&As, and behind-the-scenes access that digital tactics struggle to replicate.
4. Creating Memorable Moments
According to Event Marketer’s EventTrack, 74% of attendees say they have a more positive opinion of a brand after an experiential event.⁶ Immersive storytelling, interactive tech, and sensory design ensure your message doesn’t just land, it sticks.
5. Capturing Actionable Insights
Face-to-face interaction also yields richer feedback. When HCPs are engaged in-person, feedback quality and depth improve by 60% compared to digital surveys alone.⁷ These insights can inform future campaign strategy, content planning, and product development.
To truly engage HCPs, experiences must be strategically designed, insight-led, and outcome-driven. That means:
It’s not just about creating a moment, it’s about creating a moment that matters.
The HCP engagement challenge is real – but so is the opportunity. As digital channels continue to fragment attention, live events have never been more powerful as a tool for connection, trust-building, and lasting impact.
If we want to make moments that matter, we need to create experiences that speak to HCPs not just as professionals, but as people. Live events do just that.
If you would like to speak to us about how Strata can help with your live events, get in touch. We would love to hear from you.
Sources:
In a sector built on trust, collaboration, and shared purpose, it’s no surprise that healthcare professionals (HCPs) are seeking more than just content; they’re seeking connection.
Today’s HCPs don’t just want to attend events; they want to engage. They’re looking for opportunities to share knowledge, discuss challenges, and build professional relationships that go beyond surface-level networking. The brands that can facilitate this in an authentic and valuable way are the ones that will stand out.
According to a 2023 MM+M survey, nearly 7 in 10 HCPs said the opportunity to connect with peers is a primary driver for attending events. But they’re not talking about standard drinks receptions or forced icebreakers. They’re seeking meaningful, purpose-led conversations that enrich their practice and broaden their perspective.
HCPs are time-poor, insight-hungry, and increasingly discerning about where they invest their attention. Traditional top-down events that focus solely on product messaging often fall short. To drive real engagement, brands need to become facilitators, not just presenters.
That means designing experiences where networking isn’t an add-on, it’s a core part of the value proposition.
Here are four ways brands can meet the growing demand for more meaningful HCP networking:
1. Facilitate Peer-to-Peer Dialogue
Panel discussions, roundtable formats, and facilitated small-group sessions allow HCPs to share insights, learn from others, and engage in open, solution-focused dialogue. This kind of structured, purposeful networking adds genuine value, without putting people on the spot.
2. Build in Time to Talk
Too often, events are packed from start to finish, leaving no room for organic conversation. By intentionally designing in space for informal connection—whether that’s longer breaks, interactive installations, or ‘lounge’ environments—brands enable more authentic relationship-building.
3. Curate the Crowd
Smart delegate targeting can help ensure that attendees are surrounded by peers with shared interests, challenges, or specialisms. 57% of HCPs say relevant attendees are a key factor in choosing to attend an event (PharmaLive, 2023). When people feel they’re in the right room, they’re more likely to open up.
4. Add Digital Layers to Extend Connection
From pre-event networking apps to post-event communities, there are smart ways to extend and enhance in-person networking through digital tools—helping HCPs stay connected and continue conversations long after the event ends.
At Strata, we don’t design events, we craft insight-led, campaign-driven experiences with connection at their core. Every interaction is intentional. Every environment is designed to spark conversation. And every experience is built to create moments that matter, for the people in the room and the brand behind the experience.
Because when HCPs connect with purpose, the impact goes far beyond the event itself, it fuels trust, loyalty, and long-term advocacy.
The legal industry is in the midst of a technological shift, and AI is leading the charge. From document review and contract generation to predictive analytics and legal research, artificial intelligence is rapidly changing how firms operate. But as impressive as these tools are, they can’t replace one of the most valuable assets in law: human connection.
In a profession built on trust, judgement, and relationships, law firms need to embrace the rise of AI while staying rooted in what makes them human. Live events are one of the most powerful ways to do just that.
Legal tech is evolving at pace, and forward-thinking firms are already investing in the tools and platforms that promise greater efficiency and insight. But there’s a risk: in the race to modernise, firms may unintentionally distance themselves from their people – both internally and externally.
Live events can act as a bridge, ensuring AI-driven change feels inclusive, considered, and human-centred. Whether it’s internal sessions that demystify new tools, or external forums that explore AI’s ethical implications with clients and industry peers, events can help facilitate the conversations that matter.
Ironically, the best way to bring tech into your event strategy is to use it with restraint. Smart tools, like AI-powered networking platforms or personalised agendas, can improve the experience without making it feel overly digital. The key is to use technology to remove friction and free people up for meaningful interaction.
An AI-enhanced event shouldn’t feel like a tech demo. It should feel seamless, intuitive, and deeply human.
Hosting your own event on AI’s role in law shows clients, colleagues, and competitors that you’re not just reacting to change, you’re leading the conversation. It’s an opportunity to bring together cross-functional thinkers: legal experts, technologists, ethicists, and policymakers, all exploring the future from multiple angles.
Done well, it positions your firm as forward-thinking, collaborative, and conscious of the balance between innovation and integrity.
For many legal professionals, the rise of AI brings anxiety: “Will I be replaced?” “Will I have to retrain?” “Is my value diminishing?”
Live internal events offer a safe space to explore these questions, share knowledge, and reinforce the message that AI is a tool, not a threat. When your people feel informed and empowered, they’re more likely to engage with change positively.
AI might be transforming the legal world, but it doesn’t have to compromise the core of what makes your firm special. With the right event strategy, you can harness the power of innovation while reinforcing the culture, empathy, and trust that have always underpinned legal practice.
Want to explore how your firm can use live events to lead through change?
Get in touch.
Partner engagement is the cornerstone of success for legal firms. Yet, many firms struggle to foster deeper relationships, drive collaboration, and ensure alignment on strategic goals. In an era of remote work, increasing client demands, and evolving regulatory landscapes, the challenge of engaging partners has never been more complex.
So, how can legal firms cut through the noise and create meaningful connections that go beyond the boardroom? The answer lies in law firm partner engagement events. When executed strategically, live experiences can be the catalyst for stronger partnerships, heightened collaboration, and long-term business success.
The Challenges Legal Firms Face with Partner Engagement
Geographical Dispersion and Hybrid Working
With global firms and dispersed offices, partners are often spread across multiple locations. While virtual meetings have become the norm, they often lack the personal connection and dynamic discussions that come with in-person interactions. This geographical divide can lead to misalignment on firm strategy, culture, and vision.
Pressure on Billable Hours
Partners operate in a high-pressure environment where billable hours are paramount. Attending internal events or strategic meetings can often feel like a distraction from client work, making it difficult to drive full engagement.
Lack of Collaborative Culture
While legal expertise is at the heart of every firm, true success is driven by collaboration. Many firms struggle to foster a culture where partners actively share knowledge, cross-sell services, and support one another’s growth. Without strong engagement initiatives, silos can develop, leading to inefficiencies and missed opportunities.
Evolving Client Expectations
The legal landscape is shifting, with clients expecting not just legal expertise but also commercial acumen, industry insights, and proactive problem-solving. Engaged partners are more likely to collaborate and innovate in ways that meet these evolving client needs.
The Role of Law Firm Partner Engagement Events in Driving Engagement
Strategically designed partner engagement events for law firms have the power to break through these barriers, creating an environment where partners feel connected, valued, and aligned. Here’s how:
Facilitating High-Impact Conversations & Networking
Live events provide a structured yet dynamic platform for partners to engage in open, strategic discussions that go beyond day-to-day operational meetings. These face-to-face interactions foster stronger relationships, allowing for meaningful dialogue that drives firm-wide alignment and innovation.
Driving Collaboration and Cross-Selling
By bringing partners together in an immersive setting, firms can encourage knowledge sharing and collaboration. Whether through breakout sessions, panel discussions, or networking receptions, live events create opportunities for partners to identify cross-selling opportunities and build a more interconnected firm.
Aligning on Vision, Strategy, and Culture
A well-designed event provides a forum for partners to rally around a shared vision. Through keynote sessions, interactive workshops, and inspirational storytelling, firms can reinforce their values, long-term goals, and strategic priorities, ensuring that all partners are aligned and motivated to drive collective success.
Strengthening Relationships in a Meaningful Way
Beyond strategy, law firm partner engagement events offer an opportunity to celebrate achievements, recognise contributions, and build a sense of community among partners. From leadership retreats to partner summits, these moments help foster loyalty and engagement, ensuring that partners remain committed to the firm’s long-term growth.
Boosting Morale and Retention
Engaged partners are more likely to be satisfied, motivated, and committed to their firm. Partner engagement events for legal firms serve as an essential tool in creating a culture where partners feel valued and empowered, ultimately driving higher retention and long-term firm stability.
The Future of Partner Engagement
As the legal industry continues to evolve, firms must rethink how they engage and empower their partners. While technology plays an essential role in keeping teams connected, nothing replaces the power of live, in-person experiences.
By investing in strategic law firm partner engagement events, legal firms can create stronger relationships, foster collaboration, and align partners with the firm’s long-term vision. Those that prioritise engagement will not only drive business success but also cultivate a firm culture that thrives in an increasingly competitive landscape. The future of partner engagement isn’t just about meetings and memos – it’s about moments that matter.
IN THE LAST 18 MONTHS, STRATA HAS EXPERIENCED HUGE GROWTH. HERE, SIMON HAMBLEY, CEO OF THE AWARD-WINNING BRAND ENGAGEMENT AGENCY, DISCUSSES WHY AMBITION AND BUSINESS DEVELOPMENT SHOULD NOT JUST BE MEASURED IN CLIENT NUMBERS AND REVENUE AND OFFERS A TOOLKIT OF IDEAS FOR DRIVING BUSINESS GROWTH…
I can’t quite believe it’s October. Like many other reputable and ambitious businesses, running into Q4, it’s only natural that you reflect on the year that’s been and look towards a new fiscal year.
I won’t lie. It’s been full-on, and our growth has been monumental. In the last 18 months, we have acquired On Event Production and Trinity Event Solutions, growing the dedicated and complementary services we can offer our clients. But we have not stopped at acquisitions activity.
We have also launched a bespoke rewards and recognition platform called Sherbet, a proprietary technology product developed in-house, and we’ve recruited some of the best minds in the industry, purposely hiring the skills that will help us to both broaden our offer and meet our future business goals.
Recruiting talented professionals like Endellion King as head of incentives and Caroline Lumgair Wiseman as group head of strategic meeting solutions perfectly demonstrates the scale of our ambition, and I believe we have taken significant steps towards becoming the number one challenger agency in the UK and a true voice in Strategic Meetings Management (SMM).
Our acquisition of Trinity Event Solutions and On Event Production has helped us to do that because it has given us access to a diverse range of skills that would have taken years to develop using traditional recruitment methods. Instead, we have taken bold steps to grow at a rate that would/is not for everyone.
Personally, I believe that our acquisition and partnership activity signifies that we have a unique and solid understanding of the current M&A market. We have firmly grasped the nuances that come with joining different yet complementary businesses together. All this has been achieved without loss of talent either through redundancies or attrition. This is a good thing as further acquisitions are planned!
I can’t go into detail right now, but what I can say is that although the businesses we wish to acquire will work independently, we will continue to strengthen our single touchpoint approach that is being recognised and welcomed by clients with open arms.
Clients want a hassle-free experience as they look to save money and increase efficiencies. So, it’s our job to make that happen.
As we look to the future, to 2025 and beyond, we have even bigger plans to grow, taking Strata beyond the horizon. Not just in the obvious measurements of scope and scale, such as revenue, skills, client numbers and headcount. But we know that our experience, values and company culture will expand too.
Businesses that embrace change, adopt a positive mindset and work collaboratively will succeed, so we’re preparing for an intense period of activity that will champion partnerships and teamwork and support personal and professional advancement.
We want our people to move into different roles within the group, have fulfilling careers and put their stamp on all aspects of the business. We are actively encouraging the amazing brains we have within Strata to come to us with innovative ideas that will streamline our processes and increase efficiencies. Even the smallest changes could have a big impact on our growing client roster and the P&L, so we welcome open and honest conversations.
As we take our next steps, this is incredibly important. We want everyone at Strata to take ownership and feel that the business is theirs. Only by working together as a team, with drive and integrity, can we achieve so much.
Simon’s toolkit for driving business growth
This article first appeared in C&IT Magazine in October 2024. Read the full article here.
Event and marketing professionals must create content that cuts through the digital noise and goes beyond demographics, according to an exclusive insights event hosted by brand experience agency Strata at Sea Containers London.
Titled “Unlocking the Future of Content”, the event – comprised of a keynote and panel discussion – examined behavioural science principles, content strategy and messaging.
Strata invited Lea Karam, behavioural scientist and consulting director at human insights agency Behave, to deliver a keynote discussing a changing marketing landscape where all the stages – awareness, purchase, discovery, and consideration – can occur simultaneously.
“The marketing funnel and marketing ecosystem have changed,” said Karam. “It’s not a funnel anymore. It’s a loop. Awareness and action were part of the traditional funnel. At the moment, awareness and purchase and for example, discovery and consideration can happen at the same time. People can know about your event and they can know about your brand. They can know about your purpose before you even speak about it. So it’s really important to know that if you want to speak to a specific audience, you need to get them where they are. You need to get them in their psychological behavioural ecosystem and resonate with them differently.”
Continue reading here
Innovative Strategies for Global Event Engagement
For the fifth event in our Making Moments Matter series, we brought together heads of events and marketing from some of the world’s leading brands, to discuss the future of content.
Live events, whether IRL, online or hybrid, remain one of the most impactful ways to bring brands closer to their audiences.
As a result, brands are focusing their efforts on delivering unique moments and experiences that deliver impact, change behaviour, align values and create belief. So what role does content play in delivering that, and how can brands really make content work for them?
We discussed a number of topics, from changing human behaviours and content exhaustion to inclusivity in content. Access our key take-aways here:
Strata’s Head of Strategic Meetings Management, Caroline Lumgair-Wiseman, recently attended the Dorchester Collection’s Annual Luxury Retreat at Coworth Park in Ascot, an event designed to showcase premier venues to top global planners from the UK and Europe.
The retreat at Coworth Park showcased the diverse facilities and services that exemplify the type of venues we are able to source for our clients. With 244 acres of stunning grounds, luxurious accommodations, extensive event spaces, and unique amenities such as an equestrian centre and wellness programs, Coworth Park serves as a perfect example of an exemplary luxury venue.
At Strata, we prioritise aligning venue selection with our clients’ specific briefs and strategic objectives. Our comprehensive approach involves thoroughly understanding the unique requirements of each client and event, from the desired atmosphere and amenities to logistical needs and budget constraints. This ensures that every venue we propose not only meets but exceeds our clients’ expectations.
Strata’s venue sourcing & event management services go beyond venue recommendations. We offer a full suite of solutions designed to optimise every aspect of event planning and execution:
– Venue Sourcing and Customisation: We identify and secure venues that perfectly fit the client’s brief, negotiating the best terms and customising the space to meet specific needs. As well as working closely with hotels and venues, we also offer destination advice, collaborating closely with trusted partners around the world.
– Program Design and Planning: We develop detailed event plans that align with the client’s strategic goals, ensuring each element supports the overall purpose.
– Logistics Management: We handle all logistics, including transportation, accommodations, and on-site coordination, to ensure a seamless experience.
– Cost Optimisation: We implement strategies to maximize the return on investment, ensuring that every event is both impactful and cost-effective.
Our team of experts is dedicated to enhancing the client experience by providing personalised service and tailored solutions. We work closely with clients to understand their vision and deliver events that are memorable and effective.
By attending events like the Dorchester Collection’s Luxury Retreat, Strata remains well-informed about the latest industry trends and innovations. This allows us to continually refine our offerings and provide our clients with cutting-edge solutions that drive human engagement while optimising business success.
This event was a strategic client event attended by all of the collection’s hotels who presented memorable stories to the group at dinner. The activities provided valuable time to build relationships and learn more about the group’s landmark hotels and their home destinations.
For a strategic partner that ensures your venue fits your brief and delivers exceptional value, get in touch. Our expertise can help bring your brand closer to your audiences, creating impactful and unforgettable moments that matter.
Every brand touchpoint is a moment that matters. A chance to strengthen your message with clarity and relevance. To make your audience feel like they're part of something extraordinary, get in touch.
