1. Reinventing Your Medical
Meeting with Digital Solutions
Melinda Kendall
Vice President, Marketing Solutions
2. Agenda
• The current landscape for medical meetings
• Digital tools for medical meetings
– Major social networks
– Audience acquisition tools
– Video technologies
– Digital event platforms
– Mobile applications for events
– Virtual events
– White label social networks
• Summary and considerations
3. Regulatory Landscape
• Regulations put new restrictions on giveaways and
medical convention sponsorships
– PhRMA, AdvaMed, State, Compliance Officers
• Sponsorship budgets repurposed
• Forces innovation
– Better marketing practices
– Emphasis on education, demonstration
– Measurement
– Creativity will be rewarded
4. “The Great Recession”
The current economic landscape:
– Housing bubble/mortgage meltdown
– Consumer confidence/Jobless recovery
Results in:
– Reduced travel and training budgets
– Reduced marketing budgets
– Declining attendance and exhibitor participation
5. Challenges lead to opportunities
Incorporating digital tools can counteract today’s
climate of budget cuts, travel restrictions and
increased regulation:
– New categories of sponsorships
• PhRMA “friendly”
– Leverage emerging technology to facilitate
engagement
– Extend the reach and life of an event
6.
7. Digital tools are gaining traction for events
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events,
Champion Exposition Services, November 2009
8. Digital tools are gaining traction for events
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events,
Champion Exposition Services, November 2009
9. Major social networks
Facebook, LinkedIn, Twitter
•Empower your community to evangelize about your
event
•Harness the power of your community's friend &
colleague networks through syndication
10. How associations leverage Facebook to
maximize events’ potential
Post about event activities 74%
Leveraging group members’ broadcasts
67%
of their activities to their friends
Encouraging group members to invite 59%
their friends to become group member
56%
Creating buzz during the event
Send messages or emails to all members 52%
Post event photos 52%
48%
Host forums/discussion threads
33%
Post event videos
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for
Events, November 2009
11.
12.
13.
14.
15. Share and syndicate
• Facebook, LinkedIn and Twitter
• Extend your reach virally to your network’s network
16.
17.
18.
19.
20.
21. Prescriptions for using social networks
• Primarily helps in audience expansion
• Build out content, photos, links back to your
page
• Create event page
• Share and syndicate content back to
members’ networks
22. How associations are leveraging Twitter to
support events
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events,
November 2009
23. How associations are leveraging Twitter to
support events
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for
Events, November 2009
25. Hashtags makes it easy
Hashtags makes it easy
for people to search and
for people to search and
#ahima09 see the discussions
see the discussions
Session hashtags
Session hashtags
enable session-
enable session-
specific
specific
questions/posts to
questions/posts to
be displayed in
be displayed in
session rooms for
session rooms for
real time Q/A
real time Q/A
28. Prescriptions for using Twitter
Onsite engagement
Audience acquisition
• Create and promote event hashtag
• Consider session-specific hashtags (start with a
keynote)
• Designating community members as official
conference reporters
• Use your subject matter experts and thought leaders
• Create a widget to scroll their tweets from the
association website.
29.
30.
31. Twitter for exhibitor marketing
• Broadcast exhibitor
announcements in
Twitter
• Can establish criteria
and review:
Launch must happen
at event, etc.
32. Major social networks used across the event cycle
Pre-show
speaker Post-show
Pre-show Pre-show recruitment/ engagement To engage
attendee exhibitor content Onsite at with with non-
marketing marketing development event attendees attendees
Facebook 100% 38% 0% 28% 53% 47%
Twitter 75% 43% 7% 57% 50% 46%
LinkedIn 84% 52% 4% 28% 52% 52%
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
33. What’s new in audience acquisition?
Email Marketing 2.0:
1. Video embeds: video clips in
the body of emails
2. Viral sharing tools within the
body of the email
3. List Sharing: Send show invites to exhibitors’ internal
prospect and customer databases without requiring the
exhibitor to provide the show with the database itself
34. Video tools
Pre-event
Extends your reach
Post-event follow-up
Social video sharing platforms
easily post video of events, creating buzz and driving traffic
and attendance.
Video management platforms
Turn-key systems for integrating video, custom video
players, video category navigation, video search, user-
generated video and more into website
Streaming channel tools
Broadcast live/archived keynotes or sessions online with live
chat feedback from audience
38. Video as a marketing tool for exhibitors
Thermo Fisher
Scientific produced
a series of
“Innovation
Minutes” videos
from their PittCon
2009 Exhibit to
evangelize new
products and
innovations.
40. PhRMA-friendly sponsorship ideas
• Short-form video content that runs in Exhibit halls
and hotel lobbies
• Webcast series or online broadcast of keynote
sessions
• Live “streaming” surgery broadcast or demonstration
• Virtual “field trip” to hospital, clinic or research
facility
41. Digital event platforms
• Attendee: Personalize, Plan & Connect
•personal show agendas
•personalized show floor walking maps
•meeting-setup, interest matching
• Exhibitors: Lead generation & engagement
•Capture registrant’s requests to be contacted
•Capture buying behaviors which signal buying interests
•Set up meetings
44. Mobile solutions for events
Mobile solutions allow you to
engage with attendees before,
during and after your meeting via:
•SMS/text messaging
•Mobile applications that put your event
on a smartphone
45. SMS/text messaging: how it’s used
• Pre-event
– Alert attendees to session changes/additions
• Audience engagement
– Facilitate conference Q&A
– Audience polling/results
– Sponsored contests, promotional giveaways
• Post-event
– Send thank you messages after the event
48. Virtual event platforms
Interactive, 3-D immersive environments with content assets
focused mainly on video and PDFs
Purpose:
• Alternative or replacement for physical
event
• Complement physical event (hybrid)
• Online education
49. Where in event strategy does virtual fit?
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition
Services, November 2009
50. Virtual event features using or planning to use
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition
Services, November 2009
51.
52.
53.
54.
55. Virtual events: PhRMA friendly sponsorship
opportunities
• Extend the reach of event–and offer key exhibitors a
chance to extend their investment
• Accessible to people not able to attend live event
• Adds virtual content sponsorships
– Virtual labs, educational broadcasts—live and prerecorded
• CME approved
56. White label social networks
Attendee marketing
Exhibitor marketing
Year-round engagement
•A proprietary social network, branded by you
•Full social network features
• Forums, blogs, photo sharing, comments, activity streams
•Deep user involvement
• Rate content, comment on content, and contribute content
• Crowd-sourcing surfaces valuable content through activity streams like most
highly rated, most frequently viewed, most shared, etc.
57.
58.
59. Social Aggregation Tools
Social aggregation vendors
• Create a social mashup of registrants’
Twitter updates and intermix them into one
stream
62. Summary
• Twitter, Facebook and LinkedIn are leveraged across the
event cycle
• Twitter and SMS/Texting for facilitating QA
• Email Marketing 2.0: List-sharing/exhibitor database tools
• Video: leverage for attendee and exhibitor marketing
• Digital event platforms facilitate meeting setup between
attendees and exhibitors
• Mobile apps can put events on your cell phone; offer
additional exhibitor sponsorship opportunities
• Virtual events can extend the reach of your event
• White label social nets: association specific can extend
engagement year round
64. Strategy first
• What are you trying to accomplish?
– Year-round community?
– On-site engagement?
– Audience acquisition?
• Develop a long-term plan
• But execute on one technology at a time
65. Many-to-Many, not One-to-Many
• Create a conversation
• Use features to allow attendees to communicate
with you and others
• Make sure someone is monitoring the conversation
• Cultivate super-users and influencers in your
community
– They’re 2% of your audience, but reflect 90% of the user-
generated content
66. Go beyond basic functionality
• Make use of features and applications
designed for events.
– Add applications to your Facebook page to display
keynote videos or poll your fans on hot session
topics
– Use Twitter’s Direct Messaging and hashtag
functionality to allow followers to post to and read
topic threads about your meeting and
communicate onsite with event staff
67. Digital solutions: PhRMA friendly sponsorships
• Digital event platforms
• Social networking
– Public social networks (Facebook, LinkedIn,
Twitter)
– White label social networks
• Video
– video streaming
• Email
– Exhibitor invites
• Mobile
69. Melinda Kendall
Vice President, Marketing Solutions
350 Rhode Island Street, Suite 220N
San Francisco, CA 94103
415-655-2205
ImmersaMarketing.com
Hinweis der Redaktion
With the economic downturn and changing PhRMA regulations, medical meeting planners are faced with unprecedented challenges. At the same time, attendees are demanding improved education and exhibitors are demanding higher quality attendee interaction and a greater ROI. For smart planners, this challenge can also be an opportunity. Incorporating digital events, social networking, video streaming, and mobile applications into a medical conference or tradeshow, offers attendees and exhibitors improved opportunities for engagement and education.
Who’s adopting what tools?
Who’s adopting what tools?
Major social networks are without a doubt the most-used digital tools from pre-show marketing to post-show engagement and even used while onsite. Despite widespread use of these networks there's still tremendous opportunity for fully leveraging their potential. Few show organizers seem to be using Face book's video features or using session-specific hash tags on Twitter to facilitate Q&A and allow speakers and staff to react to audience tweets.
AIHA’s Facebook page. Onsite engagement, Audience acquisition through generating buzz, evangelizing to community
Conferences are no longer about a one-to-many dialogue.
Incorporated exhibitor announcements in Twitter. Criteria is that the announcement must be happening at the event. (ie: can’t be about a product launch happening at another time). All exhibitors may submit things to be posted, but AHIMA reserves the right to publish what they feel is relevant. Sarah said next year they will include it in their service kits
Video is a great tool for creating buzz for your event, reaching folks who aren’t able to attend your event in person and for post-even follow-up.
Video for Attendee Marketing. Sizzle real for TCT integrated onto website for Attendee Marketing/Buzz
Onsite engagement; video streaming
Thermo Fisher Scientific posted video to 3rd-party sites like YouTube and on their own website Reached tens of thousands of folks not at the event
One of the most interesting categories of tools that has emerged is the Digital Event Platform. Digital Event Platforms like MapYourShow, A2Z or Zerista are online attendee-planning tools that allow attendees to create a personalized experience at your event -- using a scheudle builder and accessing an up to date show floor map. With Digital Event Platforms, attendees and exhibitors can connect online pre-event to set up meetings to take place at your live event. Some of these Platforms allow for post show online distributed of exhibitor and conference information. Digital Event Platforms: Bullet 1. Allows attendees to build their event schedule pre-show Bullet 2: Connects attendees and exhibitors pre-show and on-site Bullet 3: Some tools allow for online material distribution
One of the most interesting categories of tools that has emerged is the Digital Event Platform. Digital Event Platforms like MapYourShow, A2Z or Zerista are online attendee-planning tools that allow attendees to create a personalized experience at your event -- using a scheudle builder and accessing an up to date show floor map. With Digital Event Platforms, attendees and exhibitors can connect online pre-event to set up meetings to take place at your live event. Some of these Platforms allow for post show online distributed of exhibitor and conference information. Digital Event Platforms: Bullet 1. Allows attendees to build their event schedule pre-show Bullet 2: Connects attendees and exhibitors pre-show and on-site Bullet 3: Some tools allow for online material distribution
Marketing Solution for Exhibiting Partners Interactive show floor maps EMS Today The JEMS Conference & Exposition uses Map Your Show. Shown is an Exhibitor search.
Mobile Application Development iPhone app in just a few hours Push messaging SMS/Text messaging for attendee outreach, onsite and pre-event Smartphones are pervasive Mobile applications for enhancing onsite engagement are gaining traction Mobile application development Push Messaging technology
[place holder for example of Mozes; ChirpE]
ChirpE: put your event on your smartphone
Most are using virtual events as a complement or in addition to live events to extend their reach. Associations can extend the reach of their event–and offer key exhibitors that chance to extend their investment– by introducing a virtual expo hall that is accessible to people who are not able to attend the physical event. The virtual hall can also virtual labs and educational webcasts from the physical exhibit hall–both live and pre-recorded–such as procedure simulations, surgery broadcasts and “most challenging case” presentations.
Year-round community site: A community site segmented by medical interest area and offering fresh content yearround allows keeps members coming back for free content and education. Content ideas include webcast series, blogs, enewsletters, topic-specific member forums and white papers focusing on new treatments or other medical breakthroughs that will help community members stay on the cutting-edge of their field.
PITTCON 2010’S Event-specific White label social network. EventLink, WingateWeb.
Journal of Emergency Medical Services white-label social network powered by Ning. JEMS’s conference EMS Today has a group and active presence on the site, along with their other events. http://connect.jems.com/