Insights on pre-planning a meaningful, in-depth one-on-one meeting strategy
Challenges in the pharmaceutical and healthcare business have prompted medical meeting organizers to re-think engagements at conferences and trade shows. Speakers at the Annual Global Pharmaceutical and Medical Meetings Summit in Philadelphia addressed issues that are facing event marketers in every business sector.
One of the most important is the need to be more accountable and contribute to the bottom line. Pre-planned, in-depth one-to-one meetings with customers and prospects at trade shows and conferences are a solution to the challenge.
For healthcare event marketers facing increased regulation and scrutiny over expenses, one-to-one meetings, when scheduled, treated and analyzed as separate, individual units, are simpler to track and report than an entire event. One-to-one meetings also help build relationships with healthcare buyers who, faced with lower patient trust, seek in-depth discussions with subject matter experts. They prefer sit-down meetings and in-person demos that can take 35-40 minutes rather than a quick five-minute chat as they go from booth to booth.
Furthermore, one-to-one meetings with nurses, assistants, online resource providers and other influencers can help the industry reach millennial patients who often rely more on technology and physician “extenders” than on actual doctor visits. Finally, one-to-one meetings are a way to offer more training and direct communication in the face of faster product launches that may result from changes in the FDA.
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Bottom line, no matter which industry you represent, one-to-one meetings are a powerful marketing tool. Following are five tips for pre-planning a meaningful, in-depth one-on-one meeting strategy at your next event from Parth Mukherjee, head of marketing and evangelism at Jifflenow, a cloud-based enterprise meeting platform for b-to-b events.
1. Start meeting outreach at least four months in advance of the event. According to Jifflenow, customer data companies that start planning at least four months in advance are able to arrange 18 percent more meetings than those who don’t.
2. Publish a list of internal executives who will be available to support those one-on-one meetings.
3. Provide direct executive and room visibility to meeting hosts. (Fun fact: The average number of emails and calls exchanged by sales and event teams to schedule one meeting: 16)
4. Integrate the meeting booking with CRM to increase meeting adoption. According to a Salesforce usage report, 94 percent of CRM users log into it daily; 74 percent of them update the records daily.
5. Schedule the meeting in the time zone of the event location to avoid confusion.
*This article was originally published in 2017 and is updated periodically