© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
.
Healthcare Industry Trends:
Changing the Events E...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Presented at the HCEA 2014 Annual Meeting
Presented...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
The opinions expressed in this presentation represe...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Learning Objectives
• Identify trends impacting exh...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
Who is in the room?
• Healthcare compani...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Healthcare Events: New trends and new
rules
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
RECESSION HANGOVER
SPECIALIZATION SHOWS & COMPETITI...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
State of the Industry for Medical and Healthcare Ev...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
What Consumer Micro Trends Are Affecting
Medical an...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Millennials and Big Data Help Drive All-About-Me
So...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Social, Political, Economic Disruptors in Healthcar...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Integrated Care Models and Disease Management
Lifec...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
How Technology Trends Affect Medical and Healthcare...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Global Future Trends
General shift from illness tre...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
BGI
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Adapting to Changing Landscape
Three additional fac...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
What are some other trends you are seein...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Adapting to Changes and Trends: The 3Cs
Content
Com...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Content
Produce strong content, and help
attendees ...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Patient-Based Experiences
Three trends emerge in ev...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Experiences That Are “Just What I Want”
Create your...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Community
Event organizers and
exhibitors should gi...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Spaces That Create a Sense of Community
Sony Projec...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Spaces That Strike a Mood
Scott Wilkinson
LG 3D Wal...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Collaboration
Relevant, compelling content
and oppo...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
HEART
RHYTHM
2013
Heart Rhythm built out its EPIcen...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Augmented Reality
Gamified Education
“Bite-Sized” E...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
What are some event challenges you are
e...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices
A leading eye care company invited
m...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices
Goals:
• Educate attendees on new co...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices
Cultivating Conversation
Knowledge I...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Best Practices: ADA
The largest diabetes conference...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Promising Practices
Focus on human element.
Create ...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Pulse Poll
What are some great solutions you
have t...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
The Customer Experience Pyramid
Source: Forrester R...
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Healthcare Industry Trends:
Changing the Events Exp...
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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

Publié dans : Santé & Médecine
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  • 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.
  • http://www.businessweek.com/articles/2013-02-07/bgis-young-chinese-scientists-will-map-any-genome
  • 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.
  • 30
  • [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.
  • 36
  • 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

    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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