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This presentation's objectives are: --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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© 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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
Who is in the room?• Healthcare companies• Medical meeting organizers• Suppliers/vendors• Other
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Healthcare Events: New trends and new rules
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
RECESSION HANGOVERSPECIALIZATION SHOWS & COMPETITIONATTENDEE/SPONSOR DESIRE FOR MORE, QUALITY ENGAGEMENT
CHANGING DEMOGRAPHICS ONLINE ALTERNATIVESSPONSOR ROI/BUDGETSMARKETING CHALLENGES
PHARMA PIPELINEREGULATORY ENVIRONMENTTECHNOLOGY/CHANGE
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Millennials and Big Data Help Drive All-About-Me
Source: www.CEBGlobal.com
• Content creators and users
• Participates in marketing
• Personalized experiences
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Integrated Care Models and Disease Management Lifecycle
Prevention/Education
Diagnosis
Rehab/Adherence/Compliance
TreatmentProvider
Patient
Payor/Patient/Provider
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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)
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Global Future Trends
General shift from illness treatment to monitoring and prevention, drug personalization, and remote surgery and training.
Connectivity
GenomicsNanotech
Robotics ArtificialIntelligence
Prevention
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
BGI
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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?
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Adapting to Changes and Trends: The 3Cs
ContentCommunityCollaboration
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Content
Produce strong content, and help attendees become a temporary community with a shared experience.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Experiences That Are “Just What I Want”
Create your own experience
CES
Guided show floor tours
ChipChick
Entrepreneurs looking for advice, funding
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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?
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Spaces That Strike a Mood
Scott Wilkinson
LG 3D Wall Near Central Hall Entrance
Scott Wilkinson
Facebook: Ozakiverse Facebook: Ozakiverse
Let’s Play!
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
What are some event challenges you are experiencing in the medical and healthcare industries?
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices
Cultivating ConversationKnowledge Is PowerInnovative and Creative
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
What are some great solutions you have tried (or are thinking of trying) to engage stakeholders?
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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)
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Healthcare Industry Trends:Changing the Events Experience
Chris Metzger chris.metzger@freemanco.com
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