1. P h a m T h i H o a n H a o – B 3 0 4 8 3 6 1
C o n f e r e n c e a n d M e e t i n g s M a n a g e m e n t
“The future of Robotic Surgery”
Conference Proposal
Teddy Pham
Supervisor : Mr. Willard Tan
Submitted on : 28 April 2015
Word Count: 2967
2. CONTENTS
EXECUTIVE SUMMARY................................................................................1
Introduction....................................................................................................2
1. Proposal Background.......................................................................................................3
1.1 Proposal Objectives.......................................................................................................... 3
1.2 The value of conference ................................................................................................... 3
2. Rationale ..............................................................................................................................4
2.1 Medical community and research community.................................................................. 4
2.2 Conference Evaluation ..................................................................................................... 5
2.2.1 SMART Framework Application .......................................................................................6
2.2.2 Conference Return on Investment (ROI) ..........................................................................7
3. Project Management.........................................................................................................8
3.1 Project Planning Schedule ............................................................................................... 8
3.2 Conference Itinerary ......................................................................................................... 9
3.3 Preparation in details ...................................................................................................... 10
3.3.1 Conference room set up................................................................................................10
3.3.2 Transportation ..............................................................................................................11
3.3.3 Hotel room ...................................................................................................................11
3.3.3 City tour.......................................................................................................................11
3.4 Contingency Plan............................................................................................................ 12
4. Marketing Strategies .......................................................................................................13
4.1 Marketing Mix.................................................................................................................. 13
4.2 Promotional Mix .............................................................................................................. 14
4.2.1 Advertising ...................................................................................................................14
4.2.2 Public Relation .............................................................................................................14
4.2.3 Sales Promotion ...........................................................................................................14
4.2.4 Direct marketing ...........................................................................................................14
5. Financial Management ...................................................................................................15
5.1 Costing Breakdown......................................................................................................... 15
Conclusion...................................................................................................17
Appendix ......................................................................................................18
References...................................................................................................24
3. 1
EXECUTIVESUMMARY
Understanding the important role of a conference, the Worldwide Robot Consultancy Group
(WRCG) and Mr. Lee Hardwick as our hosts came up with an idea to organize a medical
conference called “The future of Robotic Surgery”. This proposal is submitted with the purpose to
plan the conference on the behalf of our hosts and find the answers for objectives that they are
seeking. The proposal is divided into three main parts as follow:
Conference Rationale: This part provides analysis regarding medical and research
community in Copenhagen, Denmark as well as the conference Return on Investment to
evaluate the value of the conference.
Project Management: This part provides our preparation in details for the conference.
Important information such as project timeline, project itinerary and other significant plans will
be covered. Simultaneously, this part will also mention about our aim marketing strategies
and used tools in order to promote the conference and attract public attention.
Financial Management: This interesting part shows how we aim to breakeven and even
make a surplus from the given budget. Although this conference is categorized as not-for-
profit event, it is still important to show the host and sponsors our ability to manage their
investment.
To sum up, the proposal aims to contribute our plan to WRCG regarding the attempt to create a
better public awareness, to establish new business networks as well as looking for potential
customers by holding a successful conference.
4. 2
Introduction
The proposal aims to provide an overall plan for “The future of Robotic Surgery” medical
conference. Nowadays, it is realized that the amount of time spent for health education is extremely
limited (Wright, 2013, p.16). The development of business and competition makes people forget the
most important factor that strongly influence our lives: health.
Noticing the lack of knowledge and information regarding health issues, health managers and even
political leaders use their influence towards the public to create affection by allowing and holding
various health conferences in order not only for experts to exchange their knowledge but also to
raise the public awareness (Larsen, Gulis & Pedersen, 2011, p.477). It is also believed that if only
public health is based on the best available knowledge then it can create potentially influence (ibid).
Therefore, it is extremely necessary to hold such an informative meeting that is specialized in
healthcare like this conference so that the public health awareness can be improved.
5. 3
1. Proposal Background
1.1 Proposal Objectives
Rosenkranz (2011) defined objective as a term to describe satisfaction conditions (p.177).
Furthermore, Key (2004) also stated that in order to create a successful conference, managers
have to keep the event close to the objectives given by organizer. It is compulsory to pursue and
ensure that all objectives are met. Understanding this principle, our proposal was created with the
aim to set WRCG’s objectives as top priority. Our conference plan promises to fulfill our host’s
objectives as follow:
By providing sponsorship, brands’ image will be transferred (Woisetschlaeger & Michealis,
2012; Wiedmann & Gross, 2013). Therefore, we will bring WRCG’s image to the medical and
research community by showing their sponsorship at the conference with the attendance of
healthcare experts from all over the world.
We will establish a list of potential research partners and likely customers for WRCG to
enhance their network from both local and delegates.
Throughout the conference, WRCG’s products and services would be mentioned repetitively
and emphasized on the quality to give the company more confidence.
Since there is a close relationship between marketing strategies and public relations
development (Degang & Xiaona, 2013; Swann, 2014), we promise to develop a positive
public relations promotion for WRCG and crowd attraction for the conference by using
suitable marketing methods.
1.2 The value of conference
As mentioned before, the provision of adequate and hospitals care has become a central attention
of countries’ welfare (Mattei et al., 2013, p.250). Being supported, experts from around the world
always come up with new ideas in order to achieve higher efficiency and effectiveness regarding
healthcare services (Chreim, Williams & Coller, 2012, p.215). These ideas are all about new
technology that empowers us to improve the quality of patient care (Bhattacharyya, Saravanagru &
Thangavelu, 2011, p.7). With the application of technology, numbers of life were saved, thousands
of diseases have been cured thus medical engineers are working nonstop to come up with
technology innovation to bring health benefits to the community.
A Robotic Surgery is one kind of technology advance (Sinno & Fader, 2014). It was first introduced
in 1985 (Williams, Prado & Hu, 2014) and never stopped growing rapidly since then (Honaker,
Paton & Stefanidis, 2015, p.377).
6. 4
Studies revealed that robot-assisted surgery is welcomed by both doctors and patients (Lee, 2014,
p.1417) due to its outcome improvements (Writers, 2011) include of shorter hospitalization, less
painful, fast recovery, low risk of infection, minimum scarring and blood loss, ability to replace a
group of surgeon’s muscular activities with high accuracy and precision during complex surgery
(Brusco, 2012; Giri & Sarkar, 2012; Jesitus, 2012; Diana & Marescaux, 2015). Despite having so
many advantages, research by Hottenrott (2011) also showed the hindrances of robotic surgery by
claiming that it is not always suitable for all types of surgery as well as not being applicable to all
patients due to high cost (pp.580-581).
Besides bringing improvements, new technology also comes up with complexity and challenges.
Hence, it is suggested that health authorities should discuss carefully and seek for public
engagement before making any decisions (Simms, 2013, p.394). This conference hosted by WRCG
will provide further discussion regarding future of robotic surgery.
2. Rationale
2.1 Medical community and research community
7. 5
Medical community is seen as a crucial tool to deal with health issues by contributing numbers of
qualified personnel (Dopelt et al., 2014, p.511). Neddle (2014) claimed that people within medical
community can play multiple roles as health consultants, educators and even information sources
(p.293). Thus, in order to allow delegates to observe how different medical techniques are applied,
exchange their knowledge and enhance their networks, it is necessary to identify a list of potential
local medical related places. Table 1 provides a list of useful surrounding medical and research
locations for the conference.
Name Dist. from venue Specialities
Amager Hospital 3.7 km Founded in 1997
Teaching hospital for Copenhagen University.
Being famous for:Gastroenterology,Orthopaedic surgery
(amagerhospital.dk,2015)
Righospitalet 8.0 km Founded in 1757
Teaching hospital for Copenhagen University
Leader and mostspecialized hospital in Denmark which is famous for the
trauma center where handles emergencyand serious cases
(righospitalet.dk,2015)
Herlev Hospital 25.2 km Founded in 1976
Teaching hospital for Copenhagen University
Most modern and functional hospital in Denmark
Famous for being Denmark’s tallestbuilding,world top 6 tallesthospitals
(herlevhospital.dk,2015)
Hvidovre Hospital 11.9 km Founded in 1976
Teaching hospital for Copenhagen University
One of Denmark’s largesthospitals with over 5000 deliveries a year
(hivdovre.dk, 2015)
Gentofte Hospital 32.3 km Founded in 1927
Teaching hospital for Copenhagen University
Having outstanding research & training facilities
Specialized in gastroenterology,endocrinologyHaving various innovations in
elective surgery(gentoftehospital.dk,2015)
University of
Copenhagen (Faculty
of Health Sciences)
6.4 km Founded in 1479
Denmark’s biggestmedical school
Educating and training world top quality doctors,researchers…
Partners of worldwide healthcare organization
Table 1. List of Copenhagen famous medical centers
2.2 Conference Evaluation
8. 6
2.2.1 SMART Framework Application
Davis (2013) described the framework as a tool for developing a strategically-aligned (p.5). By
comparing the plan with the framework components, managers can ensure that the project is still
alight with the demand objectives, hence the framework is also applicable to evaluate a conference
on the same criteria basis as other normal business projects. See table 2 for the SMART
Framework application to this conference.
Specific Can the event bring people together?
Events are meant for people to be together (Getz, 2012, p.9). Being joined by delegates from
almost every part of the world, the conference is a great opportunity for people to gather and
share about not only their expertise but also cultures. Furthermore, the purpose of the host will be
ensured by establishing a list of potential and attention as well as potential partnership from
worldwide medical community from these delegates.
Measureable How success can be measured?
Whenever organizing an event, success is what all we are aiming for. In order to make the event
successful, we need to apply evaluating tool in order to ensure that the event is going on the right
way and objectives can be met. In this case, Return on Investment (ROI) framework would be
applied. Moreover, our financial management will show positive statistics in order to breakeven
and even surplus the investment.
Achievable What is actually possible?
The conference will be held in Copenhagen, international city and capital of Denmark. It will occur
for 4 days and 3 nights starting from September 4 2015. During the conference period, there will
be both keynote speech and break sessions for small seminars. Each session will repeat twice a
day. Besides attending conference daily, our incentive activities will also offer delegates
meaningful field trips to in-town famous hospitals and research centers.
Realistic Relevant activities to achieve the objectives?
Throughout the conference, our host’s objectives to promote company event will be maintained
repetitively by showing their sponsorship appeared on event logo, website, souvenirs, etc.
Moreover, WRCG’s products will also be shown at the conference to bring the company’s image
closer to the crowd. Moreover, the conference is a chance to select a list of potential customers
and research partners chosen from delegates.
Time-bound Time to hold the event?
Timeline is a “representation of a chronological sequence of events” (Hasan et al, 2013, p.27).
Understanding that it is an important part of organizing structure (Lubar, 2013, p.169) and being
able to get things done on time is also a part of being successful, we set a relevant timeline and
ensure everything is achieved on time. Refer to our Project Management part for more information
of how we expect conference activities happen.
Table 2. Conference application of SMART Framework
9. 7
2.2.2 Conference Return on Investment (ROI)
Kelly, Hamasu & Jones (2012) described ROI as a part of evaluation determining process (p.664).
More specifically, Dwyer et al. (2014) clarified that the framework informs how objectives are
achieved by smart use of given resources and apply suitable development effectively (p.294).
Research by Cotter (2014) claimed that ROI is the clarification of relationship between cost and
benefit (p.20). However, Tucker (2013) against this point of view since it is overly focused on the
cost by stating that regarding healthcare matters, ROI is no more reflected by dollars and scents
(p.2). Instead, the true benefits of healthcare investment cannot be seen immediately, but lies in a
bigger picture of long term vision. To sum up, we realize that the event will bring benefits to the host
organization regardless cost or long term attention (Litvin, 2013, p.184). Therefore, we established a
ROI breakdown to identify the advantages that this conference will bring (Table 3).
Content Conference topic is “The Future of Robotic Surgery”. Despite being introduced from long time ago,
the technique is extremely unpopular worldwide. Understanding how important it is to our lives, our
host wants to use this conference as an opportunity for experts to really think of the future of surgery
with robot assisted and solutions for further future development. Moreover, the Copenhagen where
the venue is located is a perfect starting point by providing professional practical places. Delegates
are encouraged to exchange their knowledge with both local and worldwide experts.
Value The conference brings value under different aspects:
Medical community will be more aware and informative regarding robotic surgery.
Delegates will be educated and trained during conference period.
Name of the host will be raised and noticed by the crowd.
Besides education purpose, we aim to provide a conference plan with promising cost benefits.
Objectives By using the meeting objectives matrix (Vanneste, 2008, pp.56-75), we believe that our host
objectives will be met.
Learning: By attending this conference, delegates can share their knowledge with people that
share the same interest. Since robotic surgery is not well-known by the crowd, numbers of
training will be provided. Delegates will be both introduced to the theory as well as receiving
important information from keynote speakers.
Networking: The conference is a place for delegates who have medical backgrounds or anyone
that has the same interest. These delegates are potential for business and research partnership.
Medical personnel and organization over the world are connected.
Motivation: By hosting this meaningful conference, WRCG and Mr. Lee brought their image closer
to the crowd. Simultaneously, company’s products and services will also be introduced and
received more attention. It is a big boost for WRCG public relations.
Table 3. Conference ROI Breakdown
10. 8
3. Project Management
3.1 Project Planning Schedule
The specific time occurrence in each event is crucial. Event timeline is known as a set of time
intervals (Do, Lu & Koth, 2012, pp. 677-687) which event organizers have to ensure that things
follow the previous set order and have to be delivered on time. Although reality can be intense for
time assurance in some cases, however, if event organizers can establish a good timeline and
assure the activity sequence, it will lead to a system performance improvement. In order to keep
things going on track, we establish a 6-month planning schedule for the conference.
TASKS PERSON ASSIGNED DEADLINE
6 M onthsAhead
Confirming conference theme & concept w ith organizer
Finalizing conference date & time
Selecting venue location
Sending notice emails to stakeholders
Preparing project proposal
Beginning to plan for the conference
Preparing marketing plan for the conference
Establish w orking budget
Selecting speakers for chosen topic
Planning for side-activities: field trip, incentive trip, etc.
Preparing transportation if needed
Emailing out invitations
4 M onthsAhead
Finalizing program & agenda, location, venue
Finalizing speakers & establishing potential delegates list
Preparing cost management & conference schedule
Booking hotels & other accommodation
Booking for any A/V needs
Preparing conference website to promote & updating information
Updating necessaryinformation on w ebsite
Requesting for speakers handouts
2 M onthsAhead
Boosting conference image via w ebsite
Selecting menu for conference
Signing contract with facility and other suppliers
Preparing event brochure
Emailing delegates regarding registration instruction
Confirming room set up w ith venue
Updating information on w ebsite
1 M onth Ahead
Confirming number of attendees (speakers, delegates, partners)
Order attendee materials (portfolios, notebooks, etc.)
Finalizing conference details
Preparing badges, name tags, pick-up service if needed
Updating w ebsite
1 Week Ahead
Shipping materials to venue
Holding pre-conference meeting
Updating attendees regarding conference program
Review & testing A/V system, checking room setup
Printing necessary materials
3 DaysAhead
Confirming hotel rooms, catering requirements
Confirming delegates list
Sending email update to participants/speakers
Post-Conference
Review ing bills and pay as soon as possible
Holding post-conference meeting
Reflection of conference, seeking for futuredevelopment
Sending sponsor and VIP thank you letters
Table 4. Project Planning Schedule
11. 9
3.2 Conference Itinerary
Chen et al. (2014) defined an itinerary as a customized point-of-interest (POI). All event organizers
aim to use itinerary to attract their attendees by showing list of most interesting activities and visit
locations. With the same purpose, we are pleased to offer a 4-day & 3-night conference plan with
the delegates’ comfort as our top priority. (See table 5)
Friday (4.9.2015) Saturday (5.9.2015) Sunday (6.9.2015) Monday (7.9.2015)
Morning Session
9-10am: airport pickup
10-10.30am: proceed to hotelAC
Marriott, guests checkin
10.45-11.30am: lunch time
11.45-12.45pm: resting time
Morning Session
8-9am: breakfast time
9-9.15am: proceed to Comw ell
Conference Center
9.15-10am: registration
10-10.15am: welcome speech
10.15-11.15am: Keynote 1
11.15-12.15pm: Keynote 2
12.15-1.30pm: lunchtime
Morning Session
8-9am: breakfast time
9-9.15am: proceed to Comw ell
Conference Center
9.15-10am: registration
10-10.15am: welcome speech
10.15-11.15am: seminar session 1
(by Speakers of G1)
11.15-11.30am: breaktime
11.30-12.30pm: seminar session 2
(by Speakers of G3)
12.30-1.30pm: lunchtime
Morning Session
8-9am: breakfast time
9am-12am: city tour
12.30pm: arrive at the airport
12.45pm: farewelltime
Afternoon Session
1pm: proceed to Comw ell
Conference Center (Bella Center)
1-2pm: registration
2-2.15pm: Welcome speech by Mr.
Lee Hardw ick
2.15-2.45pm: Keynote 1
2.45-3.45pm: Keynote 2
3.45-4.30pm: tea break
4.30-5.30pm: seminar session 1 (by
Speakers of Group 1)
5.30-5.45pm: breaktime
5.45-6.45pm: seminar session 2 (by
Speakers of Group 2)
6.45-7pm: proceed to Bella’s
restaurant, dinner time
7pm onwards: free night time
Afternoon Session
1.45-2.45pm: seminar session 1 (by
Speakers of G2)
2.45-3pm: breaktime
3-4pm: seminar session 2 (by
Speakers of Group 3)
4-4.15pm: gather delegates
4.15-4.45pm: proceed to
Rigshospitalet
4.45-6pm: fieldtrip at Rigshospitalet
6pm:backto hotel
6.30-7.30pm: dinner time
7.30pm onwards: free night time
Afternoon Session
1.45-2.15pm: proceed to Gentofte
hospital
2.15-3.45pm: fieldtrip at Gentofte
hospital
3.45-4pm: gather delegates
4-4.20pm: proceed to Herlev
hospital
4.20-6pm: fieldtrip at Herlev hospital
6pm: backto hotel
6.30-7.30pm: dinner time
7.30 onwards: free night time
Afternoon Session
NO ACTIVITIES
Table 5. Conference Itinerary
In order to assure our host’s requirement, we divided the 25 invited speakers (included the keynote
speakers) into 3 groups. These 3 groups include 8 speakers each (Group 3 with 9 speakers), during
the seminar session, each speaker will hold a small seminar in separated rooms with the maximum
attendance of 20 delegates. In total we have 8 small seminars (9 seminars for G3) occur during
each session and they will be repeated twice during conference period. Besides, we also offer
delegates the chance to visit Copenhagen’s famous medical practice places to see how presented
theories are applied in reality. Moreover, the last day is an opportunity for delegates to enjoy the
city’s hospitality by visiting several tourist attractions (refer to part 3.3.3 for more information).
12. 10
3.3 Preparation in details
3.3.1 Conference roomset up
They room setup may influence the learning experience within the space, it supposes to give
attendants comfortable seats during the conference time. There are several different types of room
setup, however, in order to make it suitable for this conference requirement, we will use Theater
style and Classroom Style.
Theater style is used during the time of welcome speech and keynote speeches are given. This
period requires every delegate to attend at the same time. Wallace (2002) suggested to select
theater room setup style which allows over 100 delegates in one room by having chairs in rows
facing the stage area. Since there would be no conference tables, it is good for large group with
least interaction and no notes required. Most of the time, the delegates would listen to what the
main speakers deliver.
Figure 1. Theater style setup Figure 2. Classroom style setup
Source: midwest-facilitators.net (2004)
Classroom style is almost similar to the set up of Theater style. However, Jordan-Webb (2004)
pointed out the difference by describing classroom style with conference tables facing the front or
the speaker, there would be writing space provided. Since it takes more space to have this style
setup, it is more suitable for smaller size group. However, it is easier for speaker to interact and
exchange their ideas within the session. See Figure 2 for Classroom style setup.
Both setup styles have their pros and cons however based on the purpose and characteristics of the
conference, they are the most suitable styles chosen.
13. 11
3.3.2 Transportation
Besides using the free shuttle bus service provided by the hotel for ordinary delegates, we also
upgrade our airport pickup service for the VIPs by providing 50 paxs of high class cab which costs
50 USD each. In addition, to serve the purpose of the conference, we will also provide 2-round
buses for conference delegates to visit places indicated in the conference itinerary.
3.3.3 Hotel room
For this conference, there will be two types of hotel rooms used. For the normal delegates (with or
without accompanied partners), we will provide the Standard guest room and VIP guest room.
Approximately, there would be 100 paxs of standard rooms and 50 paxs of VIP room dedicated to
our speakers and VIP guests like Mr. Lee Hardwick, WRCG representatives, etc. Basically, two
types of room are included breakfast buffet and fully-equipped as normal standard for 4-star hotel.
However, for the VIP room, AC Hotel Bella Sky Copenhagen provides a package with free access
to special spa treatment and chance to visit Royal Golf Club daily. See Appendix 1 for more room
information.
3.3.3 City tour
We understand that after long hours discussing in the conference, it is necessary for all delegates
and their partners to enjoy the beautiful Copenhagen city with all famous tourist attractions.
Therefore, we decided to work with Viator, a company established by Tripadvisor, they promise to
give our delegates the best memory before heading back to everyone’s hometowns. See Figure 3
for the city tour highlights prepared by Viator. (Source: Viator.com, 2015)
14. 12
3.4 Contingency Plan
Ivanova et al. (2011) defined Contingency Plan as a preparation of responses to some specific
forecasted scenarios that are likely to happen and affect the success of event (p.7). Contingency
includes unwanted situation that already happened in the past or have high chance to occur in the
future. To ensure the event is successful, all event organizers try their best to forecast the possibility
of these crisis and prepare actions to wither prevent or solve them in the shortest time.
Problem Cause Contingency Plan
A/V System failure
Electricity lost
People trip over the wire
Wire disconnection
Power/ Electricity lost
Having back up system for all devices and equipment
Having technician standbyat all times
Protect all wires with tape or cover to prevent tripping &
safety reason
Delegates failure to arrive on time Delay in flights,traffic jam All delegates will use our shuttle bus and start at the same
time to prevent any unwanted missing people or time delay.
In case delegates having flight delay at their hometowns,
they are required to keep in touch with us so we can prepare
staff standbyat the airportfor pickup.
Preparing backup plan and spare people to replace the
program and speakers ifnecessary.
Bad weather Nature depends We have our conference and accommodation at the same
building to minimize the weather’s influence
Staff missing/awayfrom position Toilet breaks, injured, role
confusion,direction loss
Having staff clear of their roles and positions
Keeping staffs interactand report through walkie-talkie
Preparing spare staffs to replace if necessary
Damage and Loss Caused by moving or
shipping
Preparing backup stocks to replace
Having in-need suppliers standby
Avoiding case by setting surcharge for damage & loss
Injuries/Accidents Unpredicted cases, people
being careless
Preparing first-aid kitand medical staffs standby
Having staff trained to deal with any cases
Having hospital prepared
Having spare staffs standby in order to not affect the
conference program
Lastminute cancellation Personal reason For acceptable reasons with documents, we will charge 15%
for cancellation after deadline, 5% before deadline for normal
delegates and 20% for cancellation after deadline and 10%
before deadline for speakers. For normal reasons, there would
be no refund.
We always have 5 spare speakers invited as VIP fore any
replacementneeded.
Table 6. Conference Contingency Plan
15. 13
4. Marketing Strategies
4.1 Marketing Mix
The Marketing Mix Framework was developed by Jerome McCarthy in the 1960s with four
components as Price, Promotion, Place and Product. Since then, it has been used as an
irreplaceable tool to evaluate R.O.I and estimate demand response to Marketing Strategies (Cain,
2014, p.34). Londhe (2014) claimed appreciated Marketing mix by stating that the framework
makes marketing to be handles easily (p.337). In addition, research by Brooks & Simkin (2012)
showed that although it is hard to measure marketing activities but Marketing mix shows
effectiveness in evaluating both tangible and intangible elements like sales and volume and brand
equity (pp.494-514). In order to clarify the 4Ps and its value towards our stakeholders, we apply the
framework to this conference case (See Table 7).
Product The characteristics of the product that the customers need.
Robotic surgery is blooming thanks to its effectiveness in saving lives and other advantages. Therefore,
people have demand to explore more about it and have further investigation as well as knowledge into it.
Moreover, our host is a research and medical manufacturer hence they want to achieve several purposes
through the conference such as: developing robotic surgery aids, creating public awareness to both new
customers or the ones who already knew about the products, bringing the company’s image to the crowd.
Most importantly, they want to establish new networks with new partners in order to boost sales volumes.
Due to the fact the surgery with robot assisted is still extremely new, they may get worldwide attention with
participants from all over the world.
Price It is a sensitive approach when this is a not-for-profit conference where the profitability is limited but we
still have to provide best services and experiences to our delegates. The registration fee was set as
normal price for any conferences because we do not want it to prevent some of our potential customers
who are listed as “Show consideration” group in the Stakeholders Matrix. They may have little power in
purchasing product directly, however, they may play an important role of the conference and WRCG’s
products indirect marketers by using “word-of-mouth” method or their personal relationships.
Place Brailsford & Vissers (2011) claimed that the countries with a healthcare system with more market
competition tend to put more effort in service improvements, meanwhile the budgeting systems
concentrate more on improving efficiency (p.224). However, Denmark showed the fact that they have it all.
The country and the city itself have strong care and support for health issues. With easy accessibility,
modern facilities, useful surroundings and the friendly image of the city, Copenhagen has high contribution
to the conference’s succeed and ability to attract delegates.
Promotion It is claimed that this component is now the most important factor of the tool due to its strong public
influence. Refer to part 4.2 for more information.
Table 7. Marketing Mix framework application
16. 14
4.2 Promotional Mix
Ranganayaki (2013) defined promotion by comparing it to communication. It makes the products or
services known to both current and potential customers (p.521). Although promoting is a complex
process that sometimes requires high investment, it still gives a promising return by making the
business more popular (Siddhanta & Banerjee, 2013, p.611). A promotional mix consists of four
components: advertising, public relation, sales promotion and direct marketing.
4.2.1 Advertising
Kotler (1993) described advertising as a paid form of non-personal presentation of ideas, goods or
services. Advertising emphasizes on the existence of the business by repeating its key message.
To advertise for the conference, we decided to work with marketing agencies who are professional
in making the conference popular. Moreover, we cannot forget about social media since nowadays
it plays an irreplaceable role in our lives. The conference information would be published on our
website, newspapers, journals, etc. (See Appendix 3 for our website)
4.2.2 Public Relation
The public relations include of any attempts to enhance reputation and image for the conference. It
is considered as one the most important marketing communication sources (Wang, 2006; Loda,
2014) by showing customers’ perception towards the product or service. Throughout the
conference, we will have WRCG’s company logo and slogan shown as our sponsor. Moreover, their
image would also be shown in our souvenirs and giveaways, website and conference decoration. In
addition, people nowadays are tend to care more about corporate social responsibility. By selecting
Bella Center and Copenhagen – one of the cleanest cities in the world, we can show delegates our
responsibility towards the society.
4.2.3 Sales Promotion
Sales promotion is a customer-oriented marketing method (Rampier, 2012, p.60) which can drive
sales and customers’ purchase if done properly (Johnsen, 2013; Schultz & Block, 2014).
Understanding the importance of well-done promotion, we prepared some activities that may create
good influence on our delegates as follow:
Special discount for VIP guests and early-bird booking; Free souvenirs and giveaways
Providing best price with ultimate services; Enjoying city tour for delegates and their partners
4.2.4 Direct marketing
We will send emails and invitations to our customers from “in-house” database, important persons
from WRCG, famous speakers within the industry. In addition, we will purchase the potential
customers list from related partners and use our personal relationship to promote the conference.
17. 15
5. Financial Management
5.1 Costing Breakdown
Tsai, Pan & Lee (2011) stated that financial management is the backbone of any business (p.941).
A strong financial system shows a firm feasibility of a project. Normally, doing business is all about
minimizing expenditures and maximizing profitability. However, Kotler, Bowen & Makens (2010)
against the opinion by claiming that business is not only focus on the finding of benefits but also set
their stakeholders purpose as the project concentration. Moreover, Bladen et al. (2012) believed
that having a good understanding of products and services cost will help managers to generate and
operate an effective business (p.139), therefore, we established a this income statement for our
stakeholders’ reference. This event was decided by our host to be a not-for-profit conference where
people can gather together for learning purpose. Therefore, there would be no extra surcharge if
unnecessary and our promised surplus will not exceed 5% of the total income.
As requested by our host, who are WRCG company and Mr. Lee Hardwick, we prepared a plan for
a 4-day and 3-night conference. The conference includes of 150 delegates and 90 accompanied
partners. Within the group of delegates, there would be 50 VIP delegates who are the conference
speakers, representative from WRCG and other honor guests. They are offered special packages
with upgrade of transportation, hotel rooms and other services which cost $110 more than normal
delegates. Moreover, in order to show our respect, we decided to give them a 15% discount of
registration fee. For the group of ordinary delegates, we also give a 10% discount for early-bird
booking as a part of our sales promotion for the first 25 people. Delegates are all offered the best
service provided by 4-star AC Hotel Bella Sky for the same breakfast and dinner buffet.
Since this is a not-for-profit conference, our income only comes from the supported sponsorship of
WRCG which costs $20.000 and our delegates’ registration fee which costs $2000 per person
except for special cases of VIP and early-bird booking as mentioned. In addition, we charge 10% for
delegates who want to bring along their partners although we understand that there is not much
difference for delegates to share the same room with their partners without paying for extra room
rate. However, the surcharge is used to cover the cost for dinner buffet and city tour. Moreover, not
only the delegates but also their partners will be given some souvenirs or giveaways as a remark for
our event as well as bringing the conference image to others.
The Bella Comwell Conference Center was pleased to give us a suitable conference package in
which already included the conference room rental fee, lunch and food for each break sessions with
the price of $115 per pax. (See Appendix 3 for our quotation). In addition, our agreed fee will cost
5% of total income and be used to cover our planning process and staff payment. Besides, our
promotion cost, administration and contingency cost will occur 17.5% of total income.
18. 16
Furthermore, in order to support our conference plan, there will be 3 paxes of bus rental for 3
learning trips to the hospitals as indicated in our itinerary that cost $225 in total. Lastly, Viator
company charges us $50 per person for 3-hour city tour session. Approximately, our expenditure
cost is about $309.713. Since all prices shown were already included VAT, GST and other taxes,
the conference net income would be $15.787 by deducting $309.713 of expenditure directly from
our income $325.500. It is accepted because it is below the maximum profit allowed for the
conference is 5% of total income which is $16.275. To sum up, this costing breakdown shows that
we are able to hold a successful event with best service to our delegates but still, assuring our
host’s requirement of having profitability within the range given. See Table 8 for our costing
breakdown. (All units are shown in USD)
Table 8. Cost Breakdown
19. 17
Conclusion
This proposal was created in order to deliver WRCG and Mr. Lee Hardwick our best plan to hold
“The Future of Robotic Surgery” conference. Based on our host’s requirements, the proposal was
kept close to the purposes given and we promise to try our best to deliver the best service and
make the conference successful. Throughout the proposal, studies and findings have been applied
in order to clarify and support our ideas. By simultaneously using theories and frameworks, we were
able to enhance the feasibility for the project with reliable information and realistic statistics.
Normally, conference is considered to be a part of meeting industry which has high contribution to a
country’s economy with the ability to earn large profitability. However, this not-for-profit conference
showed a different aspect of contribution. It was not about profitability counted by money and
income. However, the conference was focused on the corporate social responsibility and the
purpose of bringing awareness regarding robotic surgery aids to public.
Because healthcare is a world’s concentration nowadays, there is a necessary need to have
meaningful meeting like this conference. There is no barrier among experts and personnel from
most parts of the world. They gather together and share the same objectives of learning, networking
and exchanging knowledge. Further knowledge and development for surgery with robot assistance
are introduced and encouraged.
Last but not least, hopefully by holding the conference, WRCG will be able to achieve all objectives
that they are looking for: establishing new relationship with potential partners, having networks
within the industry and boosting company’s product confidence.
26. 24
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