Conferences play a crucial role in the marketing space. These events allow businesses to connect with potential clients, forge networking opportunities, and increase brand visibility. Such gatherings are quite important; in fact, 41% of marketers believe that event marketing is the most crucial channel. (1)
But for a healthcare company to truly benefit from these conferences, it needs hard work and a well-executed strategy. Read on to find out the best conference marketing ideas to boost outcomes.
Setting up a Good Conference Stand
A well-designed conference booth is important for a successful conference marketing strategy. It serves as your company’s temporary storefront, attracting attendees and creating opportunities for engagement during breakout sessions.
How To Setup a Good Conference Stand
Where you set up your stand at a healthcare conference is utterly crucial. Steel City recommend choosing a location with a higher footfall for your stand, as your brand will get in front of more potential customers (to read their full guide, click here).
Your booth design should be inviting, professional, and consistent with your brand’s visual identity. This will boost your marketing efforts by captivating attendees and boosting interaction. You can also incorporate elements like product demonstrations or engaging digital displays. Lastly, ensure your booth offers comfortable seating and sufficient space to facilitate productive conversations with potential attendees.
Why a Good Setup Matters
A well-designed conference stand makes a strong first impression. It signals attendees that your company is professional and invested in providing a positive experience.
Customer service should be top-notch to sell your healthcare company effectively. Numbers don’t lie: 72% of your customers will tell at least six people about their positive customer experiences. Strive to be included in this list. (2)
An inviting atmosphere encourages people to approach and learn more about your offerings. Interactive elements ignite interest and create memorable touchpoints. Finally, a comfortable and functional space enhances the quality of your conversations and the impression you leave on potential clients.
Staffing and Engagement
Your success depends on having knowledgeable and enthusiastic team members staffing your booth. They should proactively engage with other businesses, customers, and prospects. They should be able to sell your company, build brand recognition, and enhance customer service.
One way to boost your team’s productivity in such events is through corporate gifts. These could be mugs, t-shirts, care packages, or even as simple as coupons or calendars. These items can make them feel appreciated, boosting their morale and, ultimately, their work performance. You can see this blog for more info about corporate gifts’ impact on employee productivity.
Creating Compelling Marketing Materials
After setting up a stand in a prime area, the next step will be creating visuals that attract customers and tell your brand story. Invest in high-quality banners, posters, business cards, and displays communicating your brand message. Trade shows typically have a larger audience; hence, having good marketing materials is the best way to interact with your target market.
Additionally, prepare informative handouts, such as brochures, product sheets, and case studies, to provide potential clients with valuable insights. This ensures that even on-the-go prospects can still learn more about your business without the need to stay. Finally, consider offering promotional giveaways with your branding. Useful items like pens, notepads, or branded water bottles help keep your company top-of-mind.
Speak on a Medical Topic
Being part of the conference’s keynote speakers offers healthcare companies a powerful platform to share their expertise and showcase thought leadership. Choose a topic that aligns with your strengths and piques the interest of your target audience.
Ensure your presentation is well-researched, engaging, and offers valuable insights. To make your talk even more compelling, link it to current industry trends or issues. For example, consider a speaking session exploring healthcare access challenges in underserved communities.
Outline patients’ barriers, such as geographic limitations, financial constraints, or lack of culturally competent care. You can highlight innovative solutions your company offers to address these challenges, demonstrating your commitment to improving patient outcomes and increasing healthcare equity.
Post-Conference Follow-up
The key to long-term success is nurturing relationships with potential clients through ongoing communication. So, once the conference ends, build an email list, give them your business cards, and get their social media accounts to reach out within a few days of the event. Personalize your follow-up communication by referencing specific conversations you had at the booth. You can also conduct event surveys, as it’s a great way to get better conference marketing ideas.
Remember that promoting your company isn’t a one-time event. Statistically, 60% of customers say no four times before finally saying yes. The first follow-up after the event won’t likely gain your healthcare company customers. So, a few more nudges can do the trick. (3)
Conclusion
Industry events and trade shows give healthcare companies a valuable platform to showcase their expertise, solutions, and brand value. Success requires preparation, strategic execution, and building meaningful connections. This guide allows healthcare companies to establish themselves as thought leaders and generate invaluable leads. When combined with other digital marketing strategies, such as influencer and content marketing, it can easily boost your campaign outcomes.
References:
1. 20+ COMPELLING EVENT INDUSTRY STATISTICS [2023]: HOW EVENTS IMPROVE MARKETING: https://www.zippia.com/advice/event-industry-statistics/#:~:text=Research%20Summary%3A,most%20crucial%20channel
2. Customer Service 101: Phone Etiquette for Small Businesses:
3. 78 Key Sales Statistics That’ll Help You Sell Smarter in 2024:
