Healthcare convention managers and other exhibition industry professionals now have access to new information to help them better understand current trends in healthcare exhibition marketing, as well as essential tips to enhance the results they achieve from their convention marketing activities. These valuable insights are presented in a new white paper, “The Future of Healthcare Exhibiting is Learning,” recently published by marketech360.
Conclusions presented in the white paper come from cumulative quantitative findings from live intercept interviews conducted at 16 medical conventions held during 2010. Opinions from 979 healthcare professionals (HCPs) who visited pharmaceutical company exhibits and 704 HCPs who visited medical device company exhibits were included in the study.
“The most significant takeaway from our white paper is the crucial connection we’ve identified between learning and successful exhibiting,” said Marc Goldberg, partner and founder for marketech360. “There is no doubt that the future of healthcare is learning, and as healthcare exhibition marketers, we must continually strive to find new ways to provide an experience on the convention floor that offers healthcare professionals the opportunity to learn.”
“The Future of Healthcare Exhibiting is Learning” is the latest in a series of white papers published by marketech360. This newest addition follows two prior white papers – “Dynamics of Healthcare Marketing for Healthcare Exhibitors” published in 2008, and “Why Physicians Come to your Exhibit” published in 2005. This most recent publication presents insights on everything from why HCPs visit exhibits in the convention hall to the impact a visit has on the HCPs’ intention to use, prescribe or recommend a product.
“All three of our studies share important revelations about our ever-changing environment and demonstrate our continued commitment to help convention marketers hone their craft,” said Goldberg. “We hope anyone who can benefit from our analysis will download and review our newest white paper and take to heart the significant insights it presents.”