CASE STUDY
Delivering a global roadshow without adding headcount
How Minnac helped a stretched team deliver a high-impact event series that built relationships, generated leads, and drove brand visibility

the CHALLENGE
A big opportunity, limited capacity
Catherine, an Event Director at a fast-moving biotech company, was tasked with delivering a global scientific roadshow. The concept was simple: change market perception of their technology and reinforce product positioning.
The goals were ambitious — generate qualified leads, move prospects through the funnel, and build buzz across global markets. But with a busy in-house events team and limited bandwidth, Catherine knew the roadshow could either be a standout success — or an unmanageable burden. She needed a partner who could scale with her goals without slowing her team down.
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the SOLUTION
A process-driven, scalable roadshow strategy
Catherine partnered with Minnac to transform her roadshow vision into a global campaign — repeatable, efficient, and commercially impactful. With dozens of stops planned across multiple countries, she needed more than tactical support. Minnac embedded into her team and took full ownership of designing a turnkey “event-in-a-box” solution — enabling her internal events team to deliver consistently, without added pressure or complexity.

Turnkey "event-in-a-box" format
Minnac created a fully packaged model that could be executed anywhere with consistency. Every stop followed a proven playbook: curated content, KOL support, branded templates, run sheets, and lead capture workflows. Local teams and vendors could deliver a seamless, high-quality experience without starting from scratch — all while staying aligned to Catherine’s vision.

Strategic event design
Designed a flexible agenda that combined impactful KOL presentations with structured networking — tailored to encourage engagement and move leads through the funnel.

Speaker support
Coordinated speaker logistics, including outreach, travel, scheduling, and pre-event briefings. Provided clear guidance and run-of-show support to ensure confident, compliant delivery every time.

end-to-end event management
Managed every operational detail — including venue sourcing, delegate communications, catering, signage, and post-event materials — allowing Catherine to stay strategic while Minnac handled the delivery.

expert on-site support
In priority markets, Minnac deployed trained staff on-site to manage the event and troubleshoot in real time. Elsewhere, local teams used Minnac’s robust playbook to execute flawlessly — ensuring consistent quality with minimal internal strain.

Consistent branding, look and feel
Unified the visual identity and messaging across every location — from signage and slide decks to delegate materials. Scientific and commercial narratives were seamlessly integrated to build brand equity and establish credibility in each market.

the RESULTS
Engagement, credibility, and pipeline growth
Catherine’s global roadshow exceeded expectations, delivering measurable value across all 20 events.

Generated over 80 MQLs per event

Raised brand visibility in high-potential, underdeveloped markets

Strengthened the company’s reputation through respected KOL association

Preserved internal bandwidth and avoided the need to hire or redeploy staff

Built a scalable delivery model for future launches and regional campaigns
WHAT OUR CLIENTS SAY
We couldn’t have done this without Minnac. They made it look easy when I knew how complex it really was. Every stop was seamless, every detail covered, and the leads we gained were exactly the kind of conversations we needed to be having.
Catherine, Event Director
Biotech company
What is a roadshow and why does it work?
A scientific roadshow is a multi-location event series that brings your message directly to your target audiences — whether clinicians, researchers, or investors. Unlike large conferences where your brand competes for attention, roadshows offer:
- Focused conversations: A curated audience in each location, with time for meaningful interaction
- Deeper engagement: Scientific talks from respected KOLs resonate more when experienced live
- Higher ROI: Targeted, scalable lead generation with lower overhead than major conferences
- Local relevance: Each stop adapts to the local ecosystem while delivering a consistent brand experience
It’s one of the most effective tools for building trust, demonstrating credibility, and starting sales conversations that convert.

Why Minnac?
Your partner for high-impact, science-driven events that build pipeline — not just presence.
Minnac brings together strategic insight, flawless event execution, and deep life sciences fluency in one responsive team. More than a generic event agency, Minnac acted as an extension of Catherine’s commercial function — delivering results without adding internal strain. From the first stop to the last, the roadshow delivered measurable impact without compromise.
Let’s plan your next roadshow
We work closely with our clients to understand their business, providing an experienced and flexible team with bespoke solutions to help you reach your goals.
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