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
Macro trend: Prepping for the next big thing. Innovations tend to cluster in waves, and five potential platform technologies—nanotechnology, genomics, artificial intelligence, robotics and ubiquitous connectivity— show promise of flowering over the coming decade. In many cases, developments across technologies will be mutually reinforcing. For example, advances in nanotechnology will enable the enhanced computational power necessary for breakthroughs in artificial intelligence. Nanotechnology will also spawn new technologies for manipulating DNA, which will accelerate advancements in genomics. As technologies move from re- search concepts and prototypes to find applications in affordable consumer goods and industrial processes, mainly toward the end of the decade, they will generate step-change efficiency improvements that will accelerate growth. Estimated contribution to global GDP by 2020: $1 trillion.
New FDA drug patents are approved only if new drug are significantly different and better than what is out in the market; pharmaceutical companies will become more micro in R&D (e.g. to treat a specific symptom within a disease like diabetes) Patient outcomes and integrated Wellness Programs – absent of any new product, the resources become the content; pharmaceutical companies is now partner with physician to better treat patient, lifestyle, diet, generics, exercise; medicine adherence
To compete for people’s time and attention, events must provide clear takeaways—and help guests interact and engage with each other. The 3Cs are impacting events industry. Today we will look at how to do address them in medical and healthcare events and exhibitions.
This has always been the core of any event—the information shared, the product launched, the promises made—but now content also refers to the emails, tweets, videos, photos, and blog posts that follow. This true for educational sessions and information exchange in exhibit spaces. Note: Red Circle promotes booth location for Health and Wellness Station to receive a health assessment from Pfizer
Patient experience beyond pills – shift from ‘all about the brand’ to ‘all about resources’ with lifestyle stories on disease management and long-term chronic care
Even as technology transforms live events, the core strength of gathering people in one place is the power that comes from sharing an experience, meeting people with some common interest, and feeling part of a larger group.
Remember in the earlier section that neuroscience principal that we like to be in groups with people like us? There were several exhibitors that did that very well with the design of their space.
ENJOYABLE Sony – Even though used last year, Sony’s massive round halo with projection mapping is awe inspiring (booth is 100’ x 200’). Once inside, you feel like you’re part of the group/community because of the halo/ring. But you can see out to the rest of the floor so it does not create a feeling of being trapped. (Fits with the brand – high quality but for everyone.)
Audi‘s booth (30’ x 120’) initially looks like you’re excluded with the black brick-shaped design. However the slice off the corner lets you ‘peek’ into the very attractive white exterior. White on white especially conveys the brand’s high quality. Message – for people who want to be exclusive, we’ll let you just in.
Too Exclusive for You, ENJOYABLE? Several booths (SDI/iHome was 50’x100’) were closed to attendees. By appointment only. Some of their wares were displayed outside their walls in jewel cases. Why have the event on the floor if that’s the case? Why not go to an offsite hotel? Is the cache of offending ‘look-see’ people worth the exclusivity appeal of your brand? How long can that be sustained?
LG Booth 3D Wall – ENJOYABLE, Phenomenal entrance to floor and show (done this before). Massive 3D projection with 3D glasses showing off their curved screen tech (LG booth 100’x200’). High quality content that provokes emotions (space, lions, books). Positioned 20 feet from main Central entrance, causes positive drama and excitement for the entire event/day. But the energy may be too much – to the point of overwhelming given how many people were in the hall and overall event space.
Ozakiverse – ENJOYABLE, This is a Japanese company that makes accessories for your mobile devices (phone/tablet cases, chargers, stands) and electronic toys. What would you say their branding is? It’s all about play. “There’s no thing on this planet you can’t play with.” You expect to get candy as swag (I was disappointed they didn’t have any).
What is the takeaway and what can the audience get out of event experience. How can they take what they heard or learned at an event and continue to build relationships and collaborate on patient solutions.
[Call on volunteer participants interested in sharing their challenges. Provide insights or ask others in the room how they would address that challenge]
Alcon was launching a new Dailies Total 1 Contact lens with extreme comfort due to their new proprietary process that creates a water gradient around the lens. Alcon successfully promoted their DAILIES TOTAL1 contact lenses at the American Optometric Association Leveraged multiple branding opportunities for onsite messaging Well-trained booth staff Visually compelling booth design Provided trial of lens to attendees
Alcon’s participation in AOA 2013 was successful on a number of fronts – Booth team was very informed leading into the event and delivered on what was asked and expected – Product offering and trial area were a big highlight of the expo floor– Compared to competitive booth offerings – In suite meetings were highly engaging and offered a unique personal touch
Highlights include interactive and experiential exhibits and activities Plenary screen splits to “reveal” the water tunnel. Attendees walk up and over the stage, are handed an umbrella, and then walk through the water tunnel where they experience the literal translation of walking through the water-gradient found on the contact lenses – with +80% water content on the front and back edge and 40% water at the core. In addition to differing water flows, complimentary graphics and theatrical lighting both defined and highlighted the experience.
Cultivating Conversation – create connections across sales, marketing, and training to maximize the messaging before all constituents went back into the field. Knowledge is Power – incorporate technology to get the sales consultants interacting with the product messaging. We created a branded look and feel for an iPad training platform, an important element of the sales meeting. Innovative and Creative – videotaped and interactive media assets that were used for the sales meeting and then leveraged into the booth property at the convention, resulting in a better use of the marketing spend and greater consistency of messaging.
Create a booth experience that reflects the patience experience for sales/marketing working with physicians and information exchange about wellness programs beyond drug brands ASCO Eli Lilly
Healthcare Industry Trends; Changing the Events Experience