08 Feb 22 | 16:23:03
Becca is an Account Manager here at Podymos, with experience in running both in-person and digital events. She has travelled the world attending Medical Device events, and since the pandemic, she has become an expert on virtual events as well. She discussed everything Medical Device events, from how they’re going to change in 2022 to how to make an impact when attending events.
Firstly, HCPs are short-staffed and leaving their hospitals for 2-3 days can be difficult. Signing into a relevant online session is a lot easier in comparison. Also, if an attendee is able to get what they
need from an educational point of view, it makes more sense in terms of ROI to attend online.
On the other hand, face-to-face connection can never truly be replaced and speaking with companies and building connections is still as vital as ever. Online events make it considerably more difficult to do this. That’s why I think that people will still make the effort to attend events that will have the most impact on them, rather than attending all of them.
They can allow for larger marketing campaigns to be done in only a few days during an event vs. through other marketing channels such as email campaigns, social media, or through sales representatives which would all take longer. For attendees and exhibitors, there are different but still crucial reasons to attend.
Companies should have a list of leads that they can follow up and improved customer relationships to advance the adoption of their technology. There should be relevant content that pushes the industry or specialty forward and allows for peer-to-peer learning.
There should also be ample time for companies to network and highlight their new products and innovations as this also pushes the industry forward.
Companies often talk about event ROI and the expense of branding, but it can be money well spent if there is a sound strategy in place. You should pick the highest impact items that will add to your story. Good questions to ask the event organisers include:
If your stand has low footfall, you will need to add your branding into high footfall places such as near food and water stands, to encourage people to visit your stand.
Another point would be measuring your event success. If you’re going to give out flyers, add a QR code to direct people to more information (you could even create a quick video linked through the QR code which shows someone walking to your stand so that people know exactly where you are). This is helpful for your customers to learn more, but it also helps you to measure how people engaged with your content.
You need to know your brand story and be able to impart this to your audience at every opportunity including on your stand, social media, podium presentations, email campaigns, dinners, general interactions and the materials that you hand out.
Something worth mentioning is that if you’re promoting your sustainability on social media, you should also be sustainable at events and make an impact with branded materials that are sustainable. You must be authentic at every stage.
It’s important to think outside the box, posts like “meet us at our stand”, with a stand number, have a place but why not do a series of interviews with KOL’s attending congresses, or from your team about what your company will be doing at the congress. I would also recommend an email campaign before the event, to really extend your reach.
If you have any more questions for Becca about events, multichannel marketing or any of the other topics mentioned in this interview, we’d love to hear from you. We are always happy to share what we know with you.
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