Reinventing Your Medical      Meeting with Digital Solutions          Melinda KendallVice President, Marketing Solutions
Agenda• The current landscape for medical meetings• Digital tools for medical meetings   –   Major social networks   –   A...
Regulatory Landscape• Regulations put new restrictions on giveaways and  medical convention sponsorships   – PhRMA, AdvaMe...
“The Great Recession”The current economic landscape:– Housing bubble/mortgage meltdown– Consumer confidence/Jobless recove...
Challenges lead to opportunitiesIncorporating digital tools can counteract today’s  climate of budget cuts, travel restric...
Digital tools are gaining traction for events                Source: Survey of Associations’ Use of Digital Tools and Soci...
Digital tools are gaining traction for events                Source: Survey of Associations’ Use of Digital Tools and Soci...
Major social networks          Facebook, LinkedIn, Twitter•Empower your community to evangelize about yourevent•Harness th...
How associations leverage Facebook to           maximize events’ potential               Post about event activities      ...
Share and syndicate• Facebook, LinkedIn and Twitter• Extend your reach virally to your network’s network
Prescriptions for using social networks• Primarily helps in audience expansion• Build out content, photos, links back to y...
How associations are leveraging Twitter to             support events          Source: Champion’s Survey of Association’s ...
How associations are leveraging Twitter to             support events           Source: Champion’s Survey of Association’s...
850 Followers           785 Following850               Followers:               Following: 785               Tweets: 3,261...
Hashtags makes it easy           Hashtags makes it easy           for people to search and           for people to search ...
Moderating Live Feeds
Prescriptions for using TwitterOnsite engagementAudience acquisition • Create and promote event hashtag • Consider session...
Twitter for exhibitor marketing                    • Broadcast exhibitor                    announcements in              ...
Major social networks used across the event cycle                                             Pre-show                    ...
What’s new in audience acquisition?Email Marketing 2.0:   1. Video embeds: video clips in      the body of emails   2. Vir...
Video toolsPre-eventExtends your reachPost-event follow-up               Social video sharing platforms               easi...
Video for attendee marketing
Video for enhancing onsite experience
Video as a marketing tool for exhibitors                            Thermo Fisher                              Scientific ...
Video for extending the reach of event:          pre, post and onsite
PhRMA-friendly sponsorship ideas• Short-form video content that runs in Exhibit halls  and hotel lobbies• Webcast series o...
Digital event platforms• Attendee: Personalize, Plan & Connect    •personal show agendas    •personalized show floor walki...
Digital event platforms  •Personalized floor maps  •Meeting set-up  •Virtual tote-bag (exhibitor collateral,  session mate...
Who’s using them? And how?
Mobile solutions for eventsMobile solutions allow you toengage with attendees before,during and after your meeting via:•SM...
SMS/text messaging: how it’s used• Pre-event   – Alert attendees to session changes/additions• Audience engagement   – Fac...
Mobile applications• Mobile versions of event website• Mobile versions of show guide• iPhone Apps
Your event on your smartphone
Virtual event platformsInteractive, 3-D immersive environments with content assetsfocused mainly on video and PDFs        ...
Where in event strategy does virtual fit?          Source: Survey of Associations’ Use of Digital Tools and Social Media f...
Virtual event features using or planning to use           Source: Survey of Associations’ Use of Digital Tools and Social ...
Virtual events: PhRMA friendly sponsorship                  opportunities• Extend the reach of event–and offer key exhibit...
White label social networks                                                Attendee marketing                             ...
Social Aggregation ToolsSocial aggregation vendors   • Create a social mashup of registrants’   Twitter updates and interm...
Summary & considerations
Summary• Twitter, Facebook and LinkedIn are leveraged across the  event cycle• Twitter and SMS/Texting for facilitating QA...
Considerations
Strategy first• What are you trying to accomplish?  – Year-round community?  – On-site engagement?  – Audience acquisition...
Many-to-Many, not One-to-Many• Create a conversation• Use features to allow attendees to communicate  with you and others•...
Go beyond basic functionality• Make use of features and applications  designed for events.  – Add applications to your Fac...
Digital solutions: PhRMA friendly sponsorships • Digital event platforms • Social networking    – Public social networks (...
Questions?
Melinda KendallVice President, Marketing Solutions350 Rhode Island Street, Suite 220N     San Francisco, CA 94103         ...
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
Digital Solutions for Medical Meetings
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Digital Solutions for Medical Meetings

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Presented at PCMA 2010. Ideas and suggestions for using technology to improve the attendee experience and drive sponsorships at medical meetings.

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  • With the economic downturn and changing PhRMA regulations, medical meeting planners are faced with unprecedented challenges. At the same time, attendees are demanding improved education and exhibitors are demanding higher quality attendee interaction and a greater ROI. For smart planners, this challenge can also be an opportunity. Incorporating digital events, social networking, video streaming, and mobile applications into a medical conference or tradeshow, offers attendees and exhibitors improved opportunities for engagement and education.
  • Who’s adopting what tools?
  • Who’s adopting what tools?
  • Major social networks are without a doubt the most-used digital tools from pre-show marketing to post-show engagement and even used while onsite. Despite widespread use of these networks there's still tremendous opportunity for fully leveraging their potential. Few show organizers seem to be using Face book's video features or using session-specific hash tags on Twitter to facilitate Q&A and allow speakers and staff to react to audience tweets.
  • AIHA’s Facebook page. Onsite engagement, Audience acquisition through generating buzz, evangelizing to community
  • Conferences are no longer about a one-to-many dialogue.
  • Incorporated exhibitor announcements in Twitter. Criteria is that the announcement must be happening at the event. (ie: can’t be about a product launch happening at another time). All exhibitors may submit things to be posted, but AHIMA reserves the right to publish what they feel is relevant. Sarah said next year they will include it in their service kits
  • Video is a great tool for creating buzz for your event, reaching folks who aren’t able to attend your event in person and for post-even follow-up.
  • Video for Attendee Marketing. Sizzle real for TCT integrated onto website for Attendee Marketing/Buzz
  • Onsite engagement; video streaming
  • Thermo Fisher Scientific posted video to 3rd-party sites like YouTube and on their own website Reached tens of thousands of folks not at the event
  • One of the most interesting categories of tools that has emerged is the Digital Event Platform. Digital Event Platforms like MapYourShow, A2Z or Zerista are online attendee-planning tools that allow attendees to create a personalized experience at your event -- using a scheudle builder and accessing an up to date show floor map. With Digital Event Platforms, attendees and exhibitors can connect online pre-event to set up meetings to take place at your live event. Some of these Platforms allow for post show online distributed of exhibitor and conference information. Digital Event Platforms: Bullet 1. Allows attendees to build their event schedule pre-show Bullet 2: Connects attendees and exhibitors pre-show and on-site Bullet 3: Some tools allow for online material distribution
  • One of the most interesting categories of tools that has emerged is the Digital Event Platform. Digital Event Platforms like MapYourShow, A2Z or Zerista are online attendee-planning tools that allow attendees to create a personalized experience at your event -- using a scheudle builder and accessing an up to date show floor map. With Digital Event Platforms, attendees and exhibitors can connect online pre-event to set up meetings to take place at your live event. Some of these Platforms allow for post show online distributed of exhibitor and conference information. Digital Event Platforms: Bullet 1. Allows attendees to build their event schedule pre-show Bullet 2: Connects attendees and exhibitors pre-show and on-site Bullet 3: Some tools allow for online material distribution
  • Marketing Solution for Exhibiting Partners Interactive show floor maps EMS Today The JEMS Conference & Exposition uses Map Your Show. Shown is an Exhibitor search.
  • Mobile Application Development iPhone app in just a few hours Push messaging SMS/Text messaging for attendee outreach, onsite and pre-event Smartphones are pervasive Mobile applications for enhancing onsite engagement are gaining traction Mobile application development Push Messaging technology
  • [place holder for example of Mozes; ChirpE]
  • ChirpE: put your event on your smartphone
  • Most are using virtual events as a complement or in addition to live events to extend their reach. Associations can extend the reach of their event–and offer key exhibitors that chance to extend their investment– by introducing a virtual expo hall that is accessible to people who are not able to attend the physical event. The virtual hall can also virtual labs and educational webcasts from the physical exhibit hall–both live and pre-recorded–such as procedure simulations, surgery broadcasts and “most challenging case” presentations.
  • Year-round community site: A community site segmented by medical interest area and offering fresh content yearround allows keeps members coming back for free content and education. Content ideas include webcast series, blogs, enewsletters, topic-specific member forums and white papers focusing on new treatments or other medical breakthroughs that will help community members stay on the cutting-edge of their field.
  • PITTCON 2010’S Event-specific White label social network. EventLink, WingateWeb.
  • Journal of Emergency Medical Services white-label social network powered by Ning. JEMS’s conference EMS Today has a group and active presence on the site, along with their other events. http://connect.jems.com/
  • Digital Solutions for Medical Meetings

    1. 1. Reinventing Your Medical Meeting with Digital Solutions Melinda KendallVice President, Marketing Solutions
    2. 2. Agenda• The current landscape for medical meetings• Digital tools for medical meetings – Major social networks – Audience acquisition tools – Video technologies – Digital event platforms – Mobile applications for events – Virtual events – White label social networks• Summary and considerations
    3. 3. Regulatory Landscape• Regulations put new restrictions on giveaways and medical convention sponsorships – PhRMA, AdvaMed, State, Compliance Officers• Sponsorship budgets repurposed• Forces innovation – Better marketing practices – Emphasis on education, demonstration – Measurement – Creativity will be rewarded
    4. 4. “The Great Recession”The current economic landscape:– Housing bubble/mortgage meltdown– Consumer confidence/Jobless recoveryResults in:– Reduced travel and training budgets– Reduced marketing budgets– Declining attendance and exhibitor participation
    5. 5. Challenges lead to opportunitiesIncorporating digital tools can counteract today’s climate of budget cuts, travel restrictions and increased regulation: – New categories of sponsorships • PhRMA “friendly” – Leverage emerging technology to facilitate engagement – Extend the reach and life of an event
    6. 6. Digital tools are gaining traction for events Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
    7. 7. Digital tools are gaining traction for events Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
    8. 8. Major social networks Facebook, LinkedIn, Twitter•Empower your community to evangelize about yourevent•Harness the power of your communitys friend &colleague networks through syndication
    9. 9. How associations leverage Facebook to maximize events’ potential Post about event activities 74% Leveraging group members’ broadcasts 67% of their activities to their friends Encouraging group members to invite 59% their friends to become group member 56% Creating buzz during the eventSend messages or emails to all members 52% Post event photos 52% 48% Host forums/discussion threads 33% Post event videos Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
    10. 10. Share and syndicate• Facebook, LinkedIn and Twitter• Extend your reach virally to your network’s network
    11. 11. Prescriptions for using social networks• Primarily helps in audience expansion• Build out content, photos, links back to your page• Create event page• Share and syndicate content back to members’ networks
    12. 12. How associations are leveraging Twitter to support events Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
    13. 13. How associations are leveraging Twitter to support events Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
    14. 14. 850 Followers 785 Following850 Followers: Following: 785 Tweets: 3,261Eventhashtag:#sla2010
    15. 15. Hashtags makes it easy Hashtags makes it easy for people to search and for people to search and#ahima09 see the discussions see the discussions Session hashtags Session hashtags enable session- enable session- specific specific questions/posts to questions/posts to be displayed in be displayed in session rooms for session rooms for real time Q/A real time Q/A
    16. 16. Moderating Live Feeds
    17. 17. Prescriptions for using TwitterOnsite engagementAudience acquisition • Create and promote event hashtag • Consider session-specific hashtags (start with a keynote) • Designating community members as official conference reporters • Use your subject matter experts and thought leaders • Create a widget to scroll their tweets from the association website.
    18. 18. Twitter for exhibitor marketing • Broadcast exhibitor announcements in Twitter • Can establish criteria and review: Launch must happen at event, etc.
    19. 19. Major social networks used across the event cycle Pre-show speaker Post-show Pre-show Pre-show recruitment/ engagement To engage attendee exhibitor content Onsite at with with non- marketing marketing development event attendees attendees Facebook 100% 38% 0% 28% 53% 47% Twitter 75% 43% 7% 57% 50% 46% LinkedIn 84% 52% 4% 28% 52% 52% Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
    20. 20. What’s new in audience acquisition?Email Marketing 2.0: 1. Video embeds: video clips in the body of emails 2. Viral sharing tools within the body of the email 3. List Sharing: Send show invites to exhibitors’ internal prospect and customer databases without requiring the exhibitor to provide the show with the database itself
    21. 21. Video toolsPre-eventExtends your reachPost-event follow-up Social video sharing platforms easily post video of events, creating buzz and driving traffic and attendance. Video management platforms Turn-key systems for integrating video, custom video players, video category navigation, video search, user- generated video and more into website Streaming channel tools Broadcast live/archived keynotes or sessions online with live chat feedback from audience
    22. 22. Video for attendee marketing
    23. 23. Video for enhancing onsite experience
    24. 24. Video as a marketing tool for exhibitors Thermo Fisher Scientific produced a series of “Innovation Minutes” videos from their PittCon 2009 Exhibit to evangelize new products and innovations.
    25. 25. Video for extending the reach of event: pre, post and onsite
    26. 26. PhRMA-friendly sponsorship ideas• Short-form video content that runs in Exhibit halls and hotel lobbies• Webcast series or online broadcast of keynote sessions• Live “streaming” surgery broadcast or demonstration• Virtual “field trip” to hospital, clinic or research facility
    27. 27. Digital event platforms• Attendee: Personalize, Plan & Connect •personal show agendas •personalized show floor walking maps •meeting-setup, interest matching• Exhibitors: Lead generation & engagement •Capture registrant’s requests to be contacted •Capture buying behaviors which signal buying interests •Set up meetings
    28. 28. Digital event platforms •Personalized floor maps •Meeting set-up •Virtual tote-bag (exhibitor collateral, session material) •Personalize schedule builder/planner •Built-in search engines - Recommendations engines - Product category browse tools
    29. 29. Who’s using them? And how?
    30. 30. Mobile solutions for eventsMobile solutions allow you toengage with attendees before,during and after your meeting via:•SMS/text messaging•Mobile applications that put your eventon a smartphone
    31. 31. SMS/text messaging: how it’s used• Pre-event – Alert attendees to session changes/additions• Audience engagement – Facilitate conference Q&A – Audience polling/results – Sponsored contests, promotional giveaways• Post-event – Send thank you messages after the event
    32. 32. Mobile applications• Mobile versions of event website• Mobile versions of show guide• iPhone Apps
    33. 33. Your event on your smartphone
    34. 34. Virtual event platformsInteractive, 3-D immersive environments with content assetsfocused mainly on video and PDFs Purpose: • Alternative or replacement for physical event • Complement physical event (hybrid) • Online education
    35. 35. Where in event strategy does virtual fit? Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
    36. 36. Virtual event features using or planning to use Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
    37. 37. Virtual events: PhRMA friendly sponsorship opportunities• Extend the reach of event–and offer key exhibitors a chance to extend their investment• Accessible to people not able to attend live event• Adds virtual content sponsorships – Virtual labs, educational broadcasts—live and prerecorded• CME approved
    38. 38. White label social networks Attendee marketing Exhibitor marketing Year-round engagement•A proprietary social network, branded by you•Full social network features • Forums, blogs, photo sharing, comments, activity streams•Deep user involvement • Rate content, comment on content, and contribute content • Crowd-sourcing surfaces valuable content through activity streams like most highly rated, most frequently viewed, most shared, etc.
    39. 39. Social Aggregation ToolsSocial aggregation vendors • Create a social mashup of registrants’ Twitter updates and intermix them into one stream
    40. 40. Summary & considerations
    41. 41. Summary• Twitter, Facebook and LinkedIn are leveraged across the event cycle• Twitter and SMS/Texting for facilitating QA• Email Marketing 2.0: List-sharing/exhibitor database tools• Video: leverage for attendee and exhibitor marketing• Digital event platforms facilitate meeting setup between attendees and exhibitors• Mobile apps can put events on your cell phone; offer additional exhibitor sponsorship opportunities• Virtual events can extend the reach of your event• White label social nets: association specific can extend engagement year round
    42. 42. Considerations
    43. 43. Strategy first• What are you trying to accomplish? – Year-round community? – On-site engagement? – Audience acquisition?• Develop a long-term plan• But execute on one technology at a time
    44. 44. Many-to-Many, not One-to-Many• Create a conversation• Use features to allow attendees to communicate with you and others• Make sure someone is monitoring the conversation• Cultivate super-users and influencers in your community – They’re 2% of your audience, but reflect 90% of the user- generated content
    45. 45. Go beyond basic functionality• Make use of features and applications designed for events. – Add applications to your Facebook page to display keynote videos or poll your fans on hot session topics – Use Twitter’s Direct Messaging and hashtag functionality to allow followers to post to and read topic threads about your meeting and communicate onsite with event staff
    46. 46. Digital solutions: PhRMA friendly sponsorships • Digital event platforms • Social networking – Public social networks (Facebook, LinkedIn, Twitter) – White label social networks • Video – video streaming • Email – Exhibitor invites • Mobile
    47. 47. Questions?
    48. 48. Melinda KendallVice President, Marketing Solutions350 Rhode Island Street, Suite 220N San Francisco, CA 94103 415-655-2205 ImmersaMarketing.com

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