All types of healthcare companies can benefit from conferences. They bring together vendors in Health IT and the broader healthcare ecosystem. This includes hospitals, large group practices, and marketing and PR agencies. Healthcare media, associations and independent consultants. These conferences are a great place to find out about the latest and greatest innovations in the field. They also provide a platform for your ideal clients to meet you – many of whom might be searching for your company’s solution.
The stakes are high, in other words. However, the rewards are just as high.
How can you make the most of your event in the healthcare industry? These are some things you should know as well as some common mistakes that can be avoided when marketing to healthcare professionals attending a conference.
Dos at a conference on healthcare IT marketing
Search the schedule
Many tracks and subcategories will be available even at conferences focused on one niche. You can maximize your time by choosing the one that is most relevant to your business. You can avoid making rushed decisions and make sure you are not missing any customer events. You can also assign people to different events if there are multiple members of your team. This will increase your business’ presence.
Although information about the conference tracks and presentations are often available well in advance, specific dates and times may only be made available at the conference. Some events offer an app that will help you plan and track your time. Make sure to check out vendor booths so that you know if any potential customers are present at the conference. Also, map their location so that you’re ready to visit if they aren’t scheduled.
An insider tip? Make sure you are thoughtful about which events your company will invest in. HIMSS is an event that many health tech companies consider a must-attend.
Connect on social media
It’s easy to connect with other people and organizations at the same conference because we live in a world that is increasingly connected on social media. Healthcare industry conferences encourage this. They will create their own hashtag for attendees to use for interaction with other attendees and may even host social meetups before the conference. It’s easy to message others using the hashtag on social networks such as Twitter or LinkedIn.
Many conferences allow attendees to publish their names and share their social media handles and email addresses. Be sure to tell people who you are and why they’re connecting when you meet new people.
Practice your elevator pitch
Most people make more connections at a conference for healthcare IT marketing than they do in their normal workday. This is particularly true for people who are in high-profile positions or who make large business purchasing decisions.
It’s easy to forget about individual interactions when you meet so many people each day. It’s easy to forget about individual interactions when meeting new people every day. That’s why you need to make an impression at conferences. One way to do this is to have a strong, not canned, elevator pitch. An elevator pitch is a short statement that explains who you are, your company’s strengths, how you can help others, and sometimes, the type of connections you would like to make at the conference.
Make sure to practice your elevator speech and improve it before the conference. This will allow you to avoid having to rework it while speaking. These templates are great for anyone who has never written an elevator pitch.
Be present
You’ve likely seen people who sat in corners, staring at their phones, or walking around with their faces buried in their smartphones. You can make the most of what is happening around you, whether you are marketing to healthcare professionals or just interested in expanding your knowledge. Sometimes spontaneous interactions and meetings yield the best connections.
Don’t attend the IT marketing and healthcare conference
Do not follow up
We mentioned that conference attendees will experience a lot of interaction each day. You must follow up by email, social media or phone if you want to be noticed among the many conversations and meetings. Reaching out on your own is not enough. Follow up with a thoughtful detail about the meeting. This will help to stimulate people’s memories and create genuine interest and mutual respect. It’s amazing how one personal detail can make all the difference in your follow-up. This makes it a great case to take a few notes right after every meeting. )
Sell immediately
The B2B sales cycle for healthcare is longer than in other industries. A multi-step marketing strategy and a plan for nurturing potential clients are essential. This holds true even at conferences. Most people who meet you won’t sign a contract. Meeting a prospect and agreeing that you will follow up is a way to get them in your funnel. It is possible to make a bad impression if you try and sell someone you have met immediately.
We now seem to have recovered from the worst of the COVID-19 pandemic. Many people avoid large, in-person gatherings. This is especially true for healthcare professionals who may have patients with immune conditions. You shouldn’t ignore an event just because it isn’t in-person. Hybrid and virtual conferences tend to be more focused on digital channels so they can offer you great opportunities to stand out.
Tips for vendors at booths to market to healthcare professionals
Are you thinking of exhibiting at a conference? These are some tips to make the most of your booth at upcoming conferences.
- Find a way that people will come in. While banners and technological displays are great, you may want to offer a special deal for visitors to your booth. It’s a good idea to tie offers to health tech companies. If you are marketing a healthcare app, you could offer visitors the chance to win an iPhone by offering them a chance at entering a drawing. You could also gamify social media mentions to reward booth visitors who share your content the most.
- Make a plan to capture contact information. You can use an app like CamCard or collect business cards. But make sure you have a plan for capturing contact information.
- Your brand should be highlighted. Your logo and brand identity should be clear and consistent in all visual elements of your booth.
- Sponsor an event to increase visibility for your brand.
Get Marketing Help for Your Next Conference
Attending conferences is a smart idea, regardless of whether you are selling healthcare software, SaaS or a tool for communication in the health sector, is wise. It is a great way to make connections with prospects, whether they are in person or virtually. You can also meet other attendees at the same event and keep up-to-date on industry developments.
It’s vital to plan ahead for conferences. This will allow you to make the most of your time and save money. An agency that specializes in digital healthcare software can assist you with conference planning and help your company shine at the next event. The right approach will ensure that you leave your next conference with new contacts and potential leads. We’d love to discuss the marketing services Spot On offers.