HCEA (Healthcare Convention and Exhibitors Association) presented the findings of their 2009 study of what medical event attendees want from events at the Annual Meeting in June. “How Physicians Would Design the Exhibit Hall of the Future.”
We get used to repeating what we did last year, but step back and re-think your program based on what the healthcare providerssay they want from your event. (Most of these comments apply to any industry.) Make the attendees happy and the exhibitors will keep coming back.
- Events serve a very important function
- Opportunity to see everything related to their speciality under one roof
- Hospitals and small practices need events more than ever, as they have less exposure to pharmaceutical reps in their normal practice than previously
- Organize the event by therapeutic area
- Mixing all exhibitors up is confusing and difficult to navigate
- Navigation: Large signage, information desks, representatives
- Schedule: Extend hours and start early. Drs are used to it!
- Multiple lounges and refreshment areas. Wifi
- Exhibitors:
- Put product experts in the booth: Clinical peers, not just sales reps
- Educational approach
- Interactive demos or virtual simulations
- See exhibit hall as
- Providing a break from the dark lecture halls
- Social time–interacting with peers while interacting with exhibitors
- Schedule meet the expert round tables
