One thing’s for sure, events are plentiful in the healthcare industry and with everything in business, there’s the good, the bad and the ugly so you need to make sure you get it right. And with the autumn event season now upon us, here are six top tips to help you get the most out of exhibiting at these shows.
For the healthcare industry, the autumn event season is now upon us. This provides companies and organisations the opportunity to showcase how they can help the NHS and health and social care providers utilise and deploy innovative solutions to help improve efficiencies and the delivery of care. Events are an excellent way to make the right impression and raise awareness, so we have drawn up some useful tips for those planning to put themselves on show.
- Set objectives and understand why you are there
Typical objectives should cover lead generation, influencer networking and brand awareness. Measuring performance against these objectives is vital, so consider identifying the types of individuals you want to meet, specific influencers, and how being at the event helps build your awareness with the delegates who will attend. Do your research so you know what individual needs might be at the time of the event; are they coming to an end of a contract, for example?
- Use PR and social media to build awareness
Many events offer PR and social media support. Use these, and your own channels in advance of the event, to help you highlight what you can offer delegates, where they can find you, and anything you have planned to encourage people to come to your stand. Do also look to send out timely PR in the days leading up to the event, so that your name is top of mind for those in attendance.
- Know what you need to do, arrive in plenty of time and stay until the end
Getting event logistics right is essential, so make sure you know exactly when and where you need to be, and have the necessary materials available in good time. And do stay until the end; it can look bad to see a couple of boxes on an empty stand with your name above it!
- Make sure your stand is manned at all times, and smile and be attentive
An empty stand sends out the wrong message to delegates, so make sure there is someone on the stand at all times. Positive body language also makes a difference. Events can be tiring, but smile and be attentive throughout, as that final conversation might be the one that delivers the most reward.
- Invest in collateral, merchandise and good ideas
On our earlier article on integrated marketing we noted the need for consistent branding and messaging to help increase your chances of success. So, make sure you have high quality, relevant materials such as case studies and product leaflets that are relevant for delegates attending the show. Interesting merchandise can attract people to the stand, as can unusual activities (such as winning a stuffed Highland Cow!). They all help with brand awareness and form relationships that can deliver in the future.
- Follow up
Once you have established contact at the event, make the most of existing tools to help strengthen the relationship. Follow them on LinkedIn and Twitter; arrange to meet or call again. Set a time and a date because, even if it might not be relevant at that immediate point in time, a need may arise where your services could be required.
And above all, have fun. These events are a celebration of the vibrant digital health community in which we can all play a part!
