healthcare industry trends; changing the events experience

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential..

Healthcare Industry Trends: Changing the Events Experience

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

Presented at the HCEA 2014 Annual Meeting

Presented by: Chris Metzger, Vice President, Freeman

June 22, 2014

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

The opinions expressed in this presentation represent only the presenters’ personal views and opinions and do not represent HCEA’s position.

HCEA wants to ensure that attendees who participate in HCEA meetings feel comfortable speaking freely and asking candid questions during HCEA meeting sessions. Therefore, HCEA requires that any media representative attending an HCEA event obtain the permission of any speaker or attendee before quoting that person in an article.

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Learning Objectives

• Identify trends impacting exhibitions• Gain insights into the strategic, creative, and measurement

process• Understand the role of trade shows in the product

marketing mix

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Pulse Poll

Who is in the room?• Healthcare companies• Medical meeting organizers• Suppliers/vendors• Other

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Healthcare Events: New trends and new rules

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RECESSION HANGOVERSPECIALIZATION SHOWS & COMPETITIONATTENDEE/SPONSOR DESIRE FOR MORE, QUALITY ENGAGEMENT

CHANGING DEMOGRAPHICS ONLINE ALTERNATIVESSPONSOR ROI/BUDGETSMARKETING CHALLENGES

PHARMA PIPELINEREGULATORY ENVIRONMENTTECHNOLOGY/CHANGE

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State of the Industry for Medical and Healthcare Events

Medical and healthcare events have had a harder road to climb after the Great Recession. Their growth is anticipated in 2014 and 2015.

CEIR Index for Medical/HC Events

Year over Year % Change

2012

Source: www.ceir.org

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What Consumer Micro Trends Are Affecting Medical and Healthcare

High relevance strengthens use

Technology empowers by giving access to info

• Give me what I want, when I want it

• Be convenient for me

• Engage me

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Millennials and Big Data Help Drive All-About-Me

Source: www.CEBGlobal.com

• Content creators and users

• Participates in marketing

• Personalized experiences

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Social, Political, Economic Disruptors in Healthcare Events

External Forces

on Pharma

s

Payor Pressur

es

Health Exchang

es

Accountable Care Orgs

(ACOs)

Open Payments

(Med Mtgs)

Patent Expiries

Aging Populatio

n

• Cost containment• Formulary

restrictions

• Public (Obamacare)

• Private employers

• Disclosure of value payments by pharmas to HCPs

• Trending global

• Pipeline development lags

• Tough FDA standards

Sponsors feeling the pressure

Model that ties provider payment to patient outcomes and reduced cost

Shifts chronic disease cure to prevention management

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Integrated Care Models and Disease Management Lifecycle

Prevention/Education

Diagnosis

Rehab/Adherence/Compliance

TreatmentProvider

Patient

Payor/Patient/Provider

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How Technology Trends Affect Medical and Healthcare

When I want it

Smart phones as medical devices for easy

data transfer

Portable microscope attaches to cell

phones

Motion-tracking, diary

wristband

Tooth-embedded sensor relays eating habits to

dentist

What I want (immediate info)

Smart contact lens to measure glucose

levels

Pill-sized camera, replacing

colonoscopies

Custom 3D-printed hip reduces recovery time

Convenient (less pain)

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Global Future Trends

General shift from illness treatment to monitoring and prevention, drug personalization, and remote surgery and training.

Connectivity

GenomicsNanotech

Robotics ArtificialIntelligence

Prevention

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BGI

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Adapting to Changing Landscape

Three additional factors affecting Lifesciences meetings:

• Promise of what is new/absence of what is now

• Shifting attendee demographics

• Patient outcomes

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Pulse Poll

What are some other trends you are seeing that could impact event programming, production, or face to face engagement in the healthcare industry?

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Adapting to Changes and Trends: The 3Cs

ContentCommunityCollaboration

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Content

Produce strong content, and help attendees become a temporary community with a shared experience. 

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Patient-Based Experiences

Three trends emerge in event marketing:

• Transition from “all about brand” to “all about resources”

• Focus on patient outcomes and integrated wellness

• Expand resources for lifestyle, diet, exercise, adherence, etc.

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Experiences That Are “Just What I Want”

Create your own experience

CES

Guided show floor tours

ChipChick

Entrepreneurs looking for advice, funding

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Community

Event organizers and exhibitors should give attendees something to talk about with news or information that can be used in patient conversations or sales calls long after the event.

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Spaces That Create a Sense of Community

Sony Projection Mapping Ring

Dolby LaboratorieseBay Electronics Blog

Inside View With Ceiling Rigging

Audi “Just” Lets You in Too Exclusive for You?

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Spaces That Strike a Mood

Scott Wilkinson

LG 3D Wall Near Central Hall Entrance

Scott Wilkinson

Facebook: Ozakiverse Facebook: Ozakiverse

Let’s Play!

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Collaboration

Relevant, compelling content and opportunities to collaborate often helps make the case for attendees, sponsors, and exhibitors to spend their money, time, and attention.

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HEART RHYTHM

2013 Heart Rhythm built out its EPIcenter, a learning and networking area focused on interactive learning and discovery.

The EPIcenter incorporated a small theater, an innovation showcase, a mobile app demonstration center, and other areas for attendee engagement.

The EPIcenter was one of the hottest spots on the floor, with attendees spending significant amounts of time in the attractive, welcoming, and active space.

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Augmented Reality

Gamified Education

“Bite-Sized” Education

Environment-Designed Education

Audience Participation through Texts

DIY Labs

Adaptive Learning Models

Debates

Basic Sessions

NewFormat

Sessions

Experience Is Everything. Format Matters.

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Pulse Poll

What are some event challenges you are experiencing in the medical and healthcare industries?

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Best Practices

A leading eye care company invited more than 800 healthcare providers from the United States and Canada to a two-day program, including scientific presentations and interactive experiences—and an “On Eye” trial of the new lens. 

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Best Practices

Goals:• Educate attendees on new

contact lens via scientific presentations and experiences.

• Promote the science behind the water-gradient technology via an immersive and visceral experience

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Best Practices

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Best Practices

Cultivating ConversationKnowledge Is PowerInnovative and Creative

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Best Practices: ADA

The largest diabetes conference in the world, the ADA Scientific Sessions Exhibit Hall, is a best-in-class example.

Dedicated show floor hours and quality sponsors had a crowd of attendees waiting for the expo to open.

The energy of the crowd was upbeat and engaged.

Sponsors brought their “A game,” creating interactive booths and intriguing product theater presentations

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Promising Practices

Focus on human element.

Create memorable experiences--touch them emotionally.

Facilitate networking--make it easy and fun.

Utilize technology to customize event for individuals and allow them to personalize their experiences.

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Pulse Poll

What are some great solutions you have tried (or are thinking of trying) to engage stakeholders?

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The Customer Experience Pyramid

Source: Forrester Research (Analysis of top 154 companies across 11 industries)

ENJOYABLE The experience connects emotionally, intellectually, ethically

EASY It’s easy to access value

USEFUL The experience offers value

(needs and wants met)

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Healthcare Industry Trends:Changing the Events Experience

Chris Metzger chris.metzger@freemanco.com