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Healthcare Industry Trends; Changing the Events Experience

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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

Published in: Health & Medicine
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Healthcare Industry Trends; Changing the Events Experience

  1. 1. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Healthcare Industry Trends: Changing the Events Experience
  2. 2. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Presented at the HCEA 2014 Annual Meeting Presented by: Chris Metzger, Vice President, Freeman June 22, 2014
  3. 3. © 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.
  4. 4. © 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
  5. 5. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Pulse Poll Who is in the room? • Healthcare companies • Medical meeting organizers • Suppliers/vendors • Other
  6. 6. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Healthcare Events: New trends and new rules
  7. 7. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. RECESSION HANGOVER SPECIALIZATION SHOWS & COMPETITION ATTENDEE/SPONSOR DESIRE FOR MORE, QUALITY ENGAGEMENT CHANGING DEMOGRAPHICS ONLINE ALTERNATIVES SPONSOR ROI/BUDGETS MARKETING CHALLENGES PHARMA PIPELINE REGULATORY ENVIRONMENT TECHNOLOGY/CHANGE
  8. 8. © 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
  9. 9. © 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
  10. 10. © 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
  11. 11. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social, Political, Economic Disruptors in Healthcare Events External Forces on Pharma s Payor Pressure s Health Exchange s Accountabl e 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
  12. 12. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Integrated Care Models and Disease Management Lifecycle Prevention/ Education Diagnosis Rehab/Adherence/ Compliance Treatment Provider Patient Payor/Patient/Provider
  13. 13. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  14. 14. © 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)
  15. 15. © 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 Artificial Intelligence Prevention
  16. 16. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  17. 17. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  18. 18. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. BGI
  19. 19. © 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
  20. 20. © 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?
  21. 21. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Adapting to Changes and Trends: The 3Cs Content Community Collaboration
  22. 22. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Content Produce strong content, and help attendees become a temporary community with a shared experience.
  23. 23. © 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.
  24. 24. © 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
  25. 25. © 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.
  26. 26. © 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?
  27. 27. © 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!
  28. 28. © 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.
  29. 29. © 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.
  30. 30. © 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 New Format Sessions Experience Is Everything. Format Matters.
  31. 31. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Pulse Poll What are some event challenges you are experiencing in the medical and healthcare industries?
  32. 32. © 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.
  33. 33. © 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
  34. 34. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Best Practices
  35. 35. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Best Practices Cultivating Conversation Knowledge Is Power Innovative and Creative
  36. 36. © 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
  37. 37. © 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.
  38. 38. © 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?
  39. 39. © 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)
  40. 40. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Healthcare Industry Trends: Changing the Events Experience Chris Metzger chris.metzger@freemanco.com

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