Session: The Business of Reinvention: Attendee Needs Analysis - The First Step to Reinvention
Presented by: John Folks , President , Minding Your Business, Inc.
Date and time: Tuesday, June 25, 2013, 10:00am
pcma.org/educon
The Business of Reinvention: Attendee Needs Analysis - The First Step to Reinvention
1. The Business of Reinvention:
Attendee Needs Analysis -
The First Step to Reinvention
John Folks – MindingYour Business, Inc
2. Learner Outcomes:
• Understand why it is necessary to take a strategic approach
to analyzing the needs of your audience.
• Know the smart practices for performing an effective needs
analysis.
• Analyze the data collected to ensure you are making the
best decisions.
5. WHY?
…Economic challenges
…Technology advancements at the speed of light
…Expanding global markets and more competition
…4 generations of attendees with vastly different needs
…Rising attendee expectations and shrinking personal time
requires
NEW THINKING
“NEW NORMAL”
Welcome to the “new normal” in the world of meetings.
15. Geographic Demographic Attitudinal Behavioral Needs
“Customers who
live within 5 miles
of a bank branch”
“Attorneys who are
married “
“Consumers who
are seeking
prestige”
“Customers who
purchase from your
website only.”
“Customer who are
likely to buy a
sports car in the
next three years”
• Member
Location
• Region
• Urban/Rural
• Geo-clusters
• Age
• Gender
• Socio-
economic
group
• Personalities
• Interests
• Lifestyles
• Attitudes
• Class
• Rate of use
• Benefits
sought
• Loyalty
status
• Readiness to
purchase
• Benefits
sought
• Likely
product
purchased
• Forecast
portfolio of
needs
Multi-dimensional Segmentation
Types of Segmentation
16. Benefits of Segmentation
Understand member needs and design your
meetings to meet them = Competitive advantage
Measure success by segment = Course correction
more quickly
Meeting specific needs = Higher satisfaction rates
and member loyalty
Knowing your member = Design and produce a “Must
Attend Event”
Deliver more effective messages that convey specific
benefits that matter to each segment = Higher
response rates
Marketing
Effectiveness
Competitive
Effectiveness
Better Metrics
Member
Satisfaction
Understanding
Needs
19. Qualitative Research:
Small group from a variety of key stakeholder groups
Mainly gathered through:
• Stakeholder Interviews
• FocusGroups
• “Shuttle Bus” conversations
It provides:
• Deep insights
• Directional indicators
• Surfaces possible trends and bigger issues
• Information to test & verify with quantitative phase
Potential Pitfall: interviewing only “engaged fans”
20. Mainly gathered through:
• Surveys
It identifies:
• Trends and gaps
• Verification of qualitative research
• Feedback on potential ideas or initiatives
• Opportunity to analyze segmented responses
Potential Pitfall: not asking the right questions
Qualitative Research:
Large sample group representing all stakeholder groups
21. Based on our initial research, we recognized
the need to further segment theYoung
Members - their wants, needs, and
expectations seemed different.
What emerged were two very distinct groups.
Key Finding:Young Members are Diverse
22. Once theYoung Members were further segmented a
very different story started to emerge.
For “InTraining”YMs the
focus is all about education
While for “Practicing”YMs education
is important, networking is definitely
a priority.
Total TotalYOs InTraining
Practicing
YOs
Educational program 1030 384 (1) 146 (1) 248 (1)
Subspecialty Days 735 247 (2) 142 (2) 109
Learn new treatments 690 180 108 (3) 78
Networking - Reconnecting 609 205 102 111 (3)
FulfillCME requirements 577 120 48 73
Exhibition 544 174 71 102
Networking - New 482 215 (3) 82 136 (2)
Location 368 123 52 74
23. How does your meeting compare to:
• other “like” meetings
• your competitive set
What are you benchmarking?
*Data obtained from HCEA Top 50 Largest Medical Meetings.
Competition & Benchmarking
24. •Requires an open mind – challenge your
assumptions
•Objective outsider can be beneficial
•Analysis team make-up
•Prioritize insights
Analysis & Insights
What does all this data mean?
27. 1. Data told us:
• 37% of your professional attendees are international, 80% are “hosted”
Implications are:
• If/when pharmaceutical laws change, will pose a risk to their attendance.
2. Data told us:
• Growing number of international meetings that compete for time and $
Implications are:
• Convenience and lower cost will attract future international attendees
process business findings assessment research
More focus on your international attendee
28. Solutions:
• Design a “relationship strategy” for international
attendees
• Highlight the Science – all of our research supported
that they most valued the quality of the education
and science they received at the US Annual Meeting
• Create an International Lounge at the Annual Meeting
• Embrace your Global Appeal (and your global guests)
process business findings assessment research
More focus on your international attendee
29. Solutions:
• Continue to build your brand internationally
• Build a 365-day communications plan for international
attendees
• Explore building a relationship with the sponsoring
companies
process business findings assessment research
More focus on your international attendee
30. If you…
…Research before you re-work
…Diagnose before you prescribe
…Understand before you plan
your attendees will …
…think “it’s mine”
when you redesign
31.
32. The Business of Reinvention:
Attendee NeedsAnalysis -
The First Step to Reinvention
John Folks – MindingYour Business, Inc.
john.folks@myb.net
(312)870-7102
Notes de l'éditeur
Requires an open mind – challenge your assumptionsAnalysis team make-upDifferent perspectives – left and right brained Strategically minded/Big Picture Thinkers Cross-functional – implications will be broader Objective outsider can be beneficialPrioritize insightsCost and resources requiredShort and long term initiativesImpact
Solutions: Design a “relationship strategy” for international attendees This should include relationship-building with them here AND in their backyardsHighlight the Science – all of our research supported that they most valued the quality of the education and science they received at the US Annual MeetingUS Meeting was #1 when asked to compare with other international meetingsCreate an International Lounge at the Annual MeetingAttendees expressed a need to find other international colleagues and have a “home”Embrace your Global Appeal (and your global guests)Thank you or Welcome Banners in multiple languages Multi-lingual staff
Solutions: Continue to build your brand internationallyReinforce your reputation as providing the best science and education in your specialty Collaborate to provide branded education at international meetingsLaunch free-standing education in underserved growth market Build a 365-day communications plan for international attendees Reinforce why this meeting is a must-attend eventRemind them why they come to your meetingExplore building a relationship with the sponsoring (pharmaceutical) companiesEstablish a more direct connection and relationship with these international attendees