How Novartis Ran a SpatialChat Pilot to Explore New Virtual Event Formats

Context: Evaluating a Virtual Event Platform

As part of a broader initiative to explore new digital engagement formats, Novartis assessed SpatialChat as a potential platform for hosting internal virtual programs. The evaluation focused on determining whether a spatial environment could better support discussion-driven sessions compared with conventional broadcast-style tools.

Early conversations explored two possible formats. One option was to run a multi-month initiative with smaller participant groups meeting regularly. The second option considered a shorter, large-scale event lasting one or two days with a higher number of participants. Before committing to a longer deployment, the organization opted for a controlled pilot. This approach allowed internal teams to observe how the platform performed in a real event scenario while keeping procurement requirements simple.

Ultimately, Novartis proceeded with a paid event deployment, validating that SpatialChat could operate effectively within the company’s environment.

The Challenge: Testing New Event Formats with Minimal Risk

Like many global pharmaceutical organizations, Novartis manages programs across geographically distributed teams. When hosting virtual initiatives, traditional video platforms often create rigid meeting structures that make open discussion difficult, especially when sessions involve many participants.

Large virtual gatherings frequently default to a presenter-audience format, leaving limited room for spontaneous conversations or peer exchanges. Teams also needed flexibility to experiment with different program structures, ranging from short events to longer initiatives, without committing to a long-term platform contract.

The primary challenge was therefore practical: How can an enterprise test a new virtual event platform in a realistic setting without introducing procurement complexity or long contractual commitments?

Platform Deployment: Running the Pilot Event

After reviewing different configuration options, the Novartis team selected a one-time event deployment. This format provided the opportunity to run a full virtual session while keeping the scope manageable.

During the pilot, participants joined a shared virtual environment where conversations could take place in smaller groups rather than through a single broadcast channel. Attendees were able to move between different areas of the space, allowing discussions to form organically as topics evolved.

This structure supported a mix of planned programming and informal exchanges, enabling multiple conversations to occur simultaneously. Instead of relying on a single speaker-led format, the environment allowed participants to explore discussions at their own pace and connect with different colleagues throughout the session.

The pilot served as a practical demonstration of how spatial environments can support discussion-driven sessions in a virtual setting.

Results: Stronger Engagement in the Pilot Event

Outcomes from the pilot aligned with engagement patterns typically observed in spatial event formats. Sessions hosted in SpatialChat generally produce higher levels of attendee activity compared with conventional webinar tools.

The Novartis deployment reflected similar dynamics. Spatial event environments often generate roughly 1.8–2.2× higher conversational activity than traditional broadcast-style meetings. During sessions, approximately 60–70% of participants typically remain actively involved, rather than simply observing. The spatial layout also increases conversational density by enabling multiple discussions to occur simultaneously, which can make virtual events feel closer to in-person gatherings.

From an operational perspective, the pilot successfully demonstrated that SpatialChat could be deployed inside a global pharmaceutical organization through a low-commitment event model.

What the Pilot Demonstrated

For Novartis, the pilot provided a practical way to evaluate SpatialChat within a real event environment before considering broader adoption. The event-based approach allowed internal teams to test the platform’s capabilities while maintaining procurement flexibility and minimal financial risk.

For SpatialChat, the deployment demonstrates how the platform can serve as an accessible entry point for large enterprises exploring new virtual event formats. Event-based pilots provide organizations with a straightforward way to test spatial environments before deciding whether to expand usage into longer programs.