healthcare exhibit research: five marketing trends to watch

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

Healthcare Exhibit Research: Five Marketing Trends to Watch

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

Successful tactics to engage participants before, during, and after events

Presented at: HCEA 2012Presented by: Chris Metzger


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.


Today’s Clinician Is Stretched

Pay forPerforma

nceInterrelat

edComplexDiseases

Technology

RequirementsEHR

More Informed Patients

Quality Improvem

ent

Greater Collabora

tionACOs


23% of clinicians are

no-see nationwide

40% of large practices

are no-see

31% of health systems

are no-see

50% require

appointments

Direct Contact Is Limited

Source: Physician Access, SK&A, Feb 2012


Random Trends


Beyond the Event: Physician Digital Usage Is at an All-Time High

95% Use handheld device/smartphone apps to access medical information

80%of doctors use smartphones and medical apps in everyday medical practice

62%of clinicians currently use tablets for professional purposes

50%of tablet-owning physicians have used their device at the point of care

Sources: Apps, Doctors, and Digital Devices, Jackson & Coker, 2011; MobiHealth News, June 2010; Taking the Pulse 2012; Manhattan Research


Preferred Source of Information

*Excerpt from SCA “ Pharmaceutical Company Image 2010” MM&M June 2010


Live Events Holding Steady in 2012


Methodology

We identified these five trends based on:

• A review of the current industry news regarding medical conference marketing

• Freeman’s knowledge and expertise in healthcare event marketing

The trends are presented with consideration to the timing of activities: prior to the event, at the event, and following the event.


SpotlightConnectEngage

RecruitInformInspire

SummarizeImpactGenerate

A Cycle of ConsiderationThoughtful marketing tactics (if properly timed), can generate pre-event momentum, maintain event energy, and lead directly to future event engagement.

Pre-EventDuring EventPost-Event


Target Message for ImpactDifferent participant types have unique interests and areas of concern. To improve impact, deliver customized, relevant messages during each phase of marketing activity.

• ROE• Networking opportunities

• Preparedness

• New features

• Teaser of event content

• Networking• Time utilization

• Shareable content

• Networking

• Guidance• Product information

• Summaries• Missed connections

• Follow-up• Key message points

• Testimonials

Pre-Event Event Post-EventPotential/New Participants

Returning Participants

Topics of Interest and Concern


Five Key Trends

Spanning across the three marketing phases, five trends stand out within the health event space:

Pre-Event Event Post-EventTarget ExpansionCustomizationMultiple ChannelsLocal Ties

Hybrid Alternatives

Casting a broader net to increase prospect listTailored messaging and guidance for relevant experiencesConnecting to audiences via their preferred medium

Catering to the growing adoption of remote attendance

Meaningful connections with local communities

Description


Target ExpansionOverviewAttendance-building efforts can expand the consideration set for pre-event marketing, growing prospect databases.In pharma, target expansion includes PAs, NPs, and managed care.

Action Points• Source untapped areas • Leverage existing resources

Pre-Event Event Post-Event

Pote

ntia

lRe

turn

ing

• ROE• Networking

Opportunities

Participan

t

1

Potential Messaging


Case Study: Anxiety Disorders Association of America (ADAA)SituationForeseeing uncertain times ahead, ADAA worried that conference attendance might dwindle.

SolutionADAA looked through state directories and other lists for untapped prospects. Next, they sent out a mailing informing potential attendees about the association and the conference. More than just a direct-mail piece, it included helpful information and relevant data. The association also tapped its own resources by asking current members to tell people they work with about the conference.

ResultADAA’s research database of potential members grew from 3,000 to 27,000 in a few short years.

Source: www.meetingsnet.com


2 CustomizationOverviewThe demand for customization in the events industry is on the rise. One principle of neuroscience states we crave experiences that create deep personal connections. Action Points• Ensure that size does not hinder opportunities to make relevant

connections.• For exhibitors, consider how to make connections for attendees

both within your organization and between attendees.


Pote

ntia

lRe

turn

ing

• Preparedness

• Networking• Time

Utilization

• Networking• Guidance• Product

information

Participan

t

Potential Messaging


Case Study: American College of Cardiology (ACC)SituationConference attendees often find larger events unmanageable, and they leave feeling as though no true connections were made.

SolutionACC offers a new app (available for the iPad, iPhone and Android) focused on helping attendees make the most of out of their time at conference:

Access to medical abstracts RemindersSocial media integration Animated mapsReal-time updates Offline functionalities

ResultThe app expanded the event experience and increased peer-to-peer learning.

Source: www.accscientificsession.cardiosource.org


3 Multiple ChannelsOverviewCross-pollination between messaging platforms increases the odds that a relevant message will reach a target audience.

Action Points• Use repetition to increase reach• Address various communication preferences


Pote

ntia

lRe

turn

ing

• ROE• Networking

opportunities• Preparednes

s• New

features• Teaser of

event content

• Networking• Time

utilization• Shareable

content

• Summaries• Missed

connections

• Networking• Guidance• Product

information

• Follow-up• Testimonial

s

Participan

t

Potential Messaging


Case Study: HIMSSSituationBeing such an investment, people like to know what to expect. Showing, rather than telling, is very powerful.

SolutionHIMSS utilizes video for testimonials, interviews, and informational pieces, which creates a steady promotional stream that benefits both current and future attendees. The conference published a whitepaper and primer for members to explain social media tools, their uses, and recommendations.

Source: www.himssconference.org


Case Study: HIMSS

ResultSocial buzz around HIMSS12 peaked during the conference, and HIMSS12 set the world record for healthcare conferences in Tweet Volume--the #HIMSS12 hashtag was tweeted 6,438 times in one day and 29,335 the week of the conference. A consistent uploading of videos to YouTube maintains attendee interest while reinforcing thought leadership.


4 Local TiesOverviewConnecting with local communities provides off-site activities that create relevant and purposeful associations.Action Points• Use meaningful, community efforts to gain PR• Provide additional opportunities for networking• For exhibitors, creating cause-related activities

provides credibility and positive product associationPre-Event Event Post-Event

Pote

ntia

lRe

turn

ing

• Networking• Shareable

content

• Networking

Participan

t

Potential Messaging


Case Study: Pharma ForumSituationPharma Forum 2012 sought a responsibility partnership that would resonate with meeting attendees.

SolutionThe organization partnered with local businesses and Clean the World--an organization that recycles used soap from hotels into clean new soap that is distributed around the world to help prevent diarrheal disease and acute respiratory infections--to provide an offsite networking opportunity.

ResultAs Pharma Forum 2012 participants cleaned and scraped 640 soap bars, and built 614 hygiene kits for distribution to homeless shelters, participants also found themselves getting to know each other in a way they ordinarily wouldn’t during the course of a conference.Source: www.meetingsnet.com


5 Hybrid AlternativesOverviewThe combination of increased comfort with technology paired with the improving economy means excitement AND adoption of more advanced technology is growing. Action Points• Use hybrids to increase conference exposure.• Allow a second tier of connections for both brands

and ideas.Pre-Event Event Post-Event

Pote

ntia

lRe

turn

ing

• Time utilization

• Shareable content

• Summaries• Missed

connections

• Testimonials

Participan

t

Potential Messaging


Case Study: RSNASituationIn an effort to expand its reach, RSNA turned to technology to create an online complement to its annual meeting.

SolutionRSNA’s virtual meeting targets both remote registrants and onsite attendees. A 2D/3D environment featuring education opportunities, the RSNA Services area, and Vendor Showcases offer participants the chance to experience elements on their own time.

ResultMore than 3,400 registrants were able to visit the online RSNA services area and technical exhibits throughout the week of RSNA 2011. For 2012, the virtual meeting has added more content, including live streaming and “on demand” courses and sessions, scientific presentations, and new opportunities to earn CME credit. Source: www.rsna.org


Five Key TrendsUtilizing these five trends throughout your event marketing process can maximize your investment, increase the reach of your messages, and build stronger relationships with your audiences.

Pre-Event Event Post-EventTarget ExpansionCustomizationMultiple ChannelsLocal Ties

Hybrid Alternatives

Casting a broader net to increase prospect listTailored messaging and guidance for relevant experiencesConnecting to audiences via their preferred medium

Catering to the growing adoption of remote attendance

Meaningful connections with local communities

Description