This document summarizes a presentation about measuring the effectiveness of exhibiting at conventions. It discusses the importance of measuring both quantitative and qualitative metrics to understand performance. Examples of metrics that can be measured include booth traffic, qualified contacts, message retention, and sales lift. The presentation also provides a case study on measuring the launch of a new drug called Meltomed at a convention. Various booth activities were measured, including an interactive booth, theater, and giveaways. Objectives like awareness increase and sales lift were set and analyzed to determine if the convention was successful.

1. Mix It Up Metrics
Cindy McCormick, CTSM, MS
Holly Stevens, MBA
Margaret Crowley, BA

2. • 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.

3. Introductions
• Cindy McCormick
• Holly Stevens
• Margaret Crowley

4. Key Learning's
• Understand what types of metrics are
quantitative and which are qualitative.
• Understand how the two types work
together to provide a complete picture of
an exhibitor’s performance.
• Take home examples of metrics that can
be applied to an individual member’s
convention exhibits and events.

5. Why Measure?
• “If you can measure it,
you can manage it”
» Tom Watson, IBM

6. Why Measure?
• Determine ROI and ROO
• Allocate dollars more effectively
• Demonstrate results / Quantify Value
• Continuous improvement
• Make more informed decisions

7. Types of Measurement
• Quantitative
– Using data to generalize results from a sample
– Deals with numbers, percentages
– Based on Facts
– Objective
– Deductive
– “Hard”
– Structured & Precise
• Instruments Normally used
– Scales, tests, surveys, computer questionnaires

8. Types of Measurement
• Qualitative
– Interpretive
– Subject to Analysis
– Exploratory
– Subjective
– Descriptive/Expansive
– Observational
– Open-Ended
– Explores attitudes, behaviors, experiences
• Instruments Normally Used
– Interviews, observations, focus-groups

9. What Can Be Measured at a
Convention?
• In-Booth • Out of Booth
– Compliance – Competitor Impact
– Booth Traffic – Other promotional
– Flow Through activities
– Qualified contacts
– Message retention
– Audience quality
– Buying plans/interest
– Staff effectiveness
– Effectiveness of booth
promotions

10. What can be Learned by
Measuring
• Awareness
• Memorability
• Perception
• Visitor Demographics
• Behavior Change
• Visitor Quality
• Competitor Impact
• Impact of Exhibit
Activities

11. Why Mix-It-Up?
• Gives a more in-depth and diverse
understanding of outcomes
• Yields insights that neither approach
would produce on its own
• One piece can “back-up” the other
• Different pieces of data will resonate with
different stakeholders
• Different pieces of data will satisfy different
objectives

12. Product Lifecycles & How They
Change What you Measure
Pre-Launch Launch
• Positioning • Awareness Building
• Awareness building • Image Building
• Segmentation • Trial
• Understanding customer • Creating Therapy/Brand
language Choice
• Establish Relevant Points
of Differentiation

13. Product Lifecycles & How They
Change What you Measure
Growth Maturity
• Message/Reinforcement • Maintain Market Share
• Customer Satisfaction • Improve Compliance
• Therapy/Brand Choice • Value added
• Build Usage Compliance Promotions/Programs
• Promotion • Retain Current
Customers

14. Case Study 1:
Launch of “MELTOMED”

15. “MELTOMED” Launch
Key Points
• Meltomed is a first-to-market, new in class
treatment for Weight Loss
• Brand Goal: Become the #1 Prescribed
Treatment for Weight Loss
• Brand Objectives:
– Increase awareness of “Meltomed” to target audience
by at least 75%
– Increase sales by 10% each quarter

16. “Meltomed” at Conventions
• Brand Tactic - Conventions
– Exhibit at convention, 2 months post launch
• Challenge
– Develop convention objectives/tactics that support brand objectives
– Measure performance of each exhibit tactic against convention
objectives set
• Convention Objectives That Support Brand Objectives
– Show at least a 40% increase in inclination to prescribe after being
booth experience
– Teach at least 55% of hcps visiting the exhibit something new by driving
them through all 3 exhibit activities
– Show an increase in booth visitor script writing post-convention

17. “Meltomed” Exhibit Booth Tactics
• Interactive Detailing with Survey
Questions
• In-Booth Theater with Audience Response
• Resource Center (literature/slide kit
downloads)
• Hospitality
• Medically Relevant Give-Away Item
• Exit Interview / Booth Experience Survey

18. Measurement of Exhibit Tactics
Tactic Metrics Measurement Type
Interactive Detailing Overall # of Presentations Quantitative
Visitor Segmentation Quantitative
% Time Given to Each Product Message Quantitative
Exit Interview % Awareness Increase Quantitative/Qualitative
Awareness (Open-Ended Question) Qualitative
% Customers who Learned Something New Quantitative/Qualitative
% Intentions to Increase Prescribing Qualitative
Opinions on Each Booth Activity Qualitative
In-Booth Theater # People Attending Each Presentation Quantitative
Visitor Segmentation Quantitative
Answers to Audience Response Quantitative/Qualitative
Resource Center # Items Distributed Quantitative
Visitor Segmentation Quantitative
Hospitality # Items Distributed Quantitative
Visitor Segmentation Quantitative
Medically Relevant Giveaway # Items Distributed Quantitative

19. Interactive Detailing –
Segmentation Metric
Who treats ___ patients per month for obesity

20. Interactive Detailing –
# Presentations Metric

21. Interactive Detailing
Time targets spent on each product message
Reductions from
21%
baseline
Patients responding
20%
by dose
Effective in
18%
combination
Significant heart rate
16%
reductions
Low incidence of
12%
side effects
Mechanism of action 8%
Summary 5%
0% 5% 10% 15% 20% 25%

22. Exit Interview:
Increased Awareness
Percent of Visitors whose awareness of Meltomed was
Percent of Visitors whose awareness of Nikomed
increased as a result of the booth visit booth visit
was increased as a result of the
80%
75%
70%
60%
50%
40% 25%
30%
20%
10%
0%
Yes No

23. Exit Interview:
Learned Something New
Learned Something New
n=103
68%
32%
Yes No

24. Exit Interview:
Inclination to Prescribe
Inclination to Prescribe Nikomed
Inclination to Prescribe Meltomed
n=104
38% 38%
22%
2%
More inclined Inclined about the same Less inclined Not applicable

25. Exit Interview: Most Highly Valued
vs. Most Highly Visited
Ranking Most Highly Weighted Most Highly Per
rated Average Visited Saw/Visited
1 Book 3.90 E-detail 70%
Giveaway
2 Resource 3.85 Book 55%
Center Giveaway
3 E-Detail 3.79 Theatre 45%
4 Theater 3.73 Resource 33%
Center
4 Hospitality 3.55 Hospitality 25%

26. Theater Results
Saturday Sunday Monday Tues
Dr. Red Dr. Brown Dr. Brown Dr. Gray
(11)21 (41)57 (34)48 16
Dr. Blue Dr. Orange Dr. Red Dr. Violet
(21)35 (45)53 (12)23 23
Dr. Yellow Dr. Black Dr. Yellow Dr. White
(37)40 (23)32 (27)36 26
Dr. Green Dr. Orange Dr. Blue Dr. Pink
(11)26 (33)50 (9)9 22
Dr. Black Dr. Violet Dr. Violet
(14)18 (18)29 (10)17
Dr. Gray Dr. White Dr. Green
(22)36 (41)50 (18)27
Dr. Green Dr. Pink
(30)35 (20)24
211 295 160 87
753 attendees participated in the theatre
Cost per attendee participating: $111.12

27. Post-Event ROI Analysis
Custom Rx Lift Analysis via IMS’ Alliance Program
Booth Visitors Control Physicians
300
250
200
150
100
50 Convention Date
-11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
Weeks (after Convention)
* Difference is statistically significant: p-value < 0.01 n (all) = 1,456
n (targets) = 793

28. Conclusion
• The MELTOMED
exhibit helped to
increase awareness
SUCCESS!
& raise sales

29. Were the Objectives Reached?
• Brand Objectives:
– Increase awareness of “Meltomed” to target
audience by at least 75%
– Increase sales by 10% each quarter
• Objectives Obtained
– Meltomed sales increased 50% by year end
– Awareness was increased 80% (via fup
market research study)

30. Contact Us Anytime!
• cindyamccormick@gmail.com
• mcrowley@oneworldinc.com
• holly@marketech360.com

31. See you next year in
Las Vegas, NV
June 25-28, 2011