We asked 10 experts to share their views and opinions on health-care exhibiting.
"I am very bullish on the future of health-care exhibiting. It's the only place where health-care professionals can interact with new products and the experts behind them."
— Kyle Wood, president, Healthcare
Convention and Exhibitors Association
"The changing nature of the health-care
market means exhibits will have to be
more interactive, more personal,
and more precise in their targeting."
— Sean Roach, senior manager, global marketing communications, Siemens Healthineers
"Restrictive regulations mean health-care exhibitors have to focus on attracting the right visitors, as
opposed to relying on gimmicks."
— Joe Federbush, president,
Evolio Marketing Inc.
"Calculating ROI is difficult
for exhibitors in the health-care sector because of the time lapse that occurs between the collection of a lead,
the post-show follow-up, and the
prospect's subsequent response."
—Janet Aguhob, senior conventions
planner, Allergan PLC
"The best experiences in health-care exhibits aren't just demos, but glimpses of how products save lives, serve people, and build a better world."
— Katie Bottrell, director of marketing, Delphi Productions Inc. (Group Delphi)
"The days of raffles and cheesy giveaways have been replaced with educational tools for health-care providers, such as
interactive learning sessions."
—Diane Benson, Americas exhibits leader, GE Healthcare
"The nature of the health-care market constricts us from thinking outside the box when it comes to trade show graphics. It's not a bad thing, but it is limiting."
—Jenny Nichols, healthcare team
process leader, Gojo Industries Inc.
"We're going to see more conferences that are both data and technology rich and depend less on promotions."
—Mike Bradley, divisional vice president, Derse Inc.
"Millennials come with specific questions already formulated, and they want the exhibit to tell them something they haven't found in their own research."
— Maddie Ogden, CTSM, director,
client services, Access TCA Inc.
"As the number of no-access physicians/hospitals rise, conventions become a valuable pocket of time for
attendees to compare companies."
— Sue Huff, director, global conventions, Medtronic Inc.