In Search of ‘That Magical ROI’

Author: Cristi Kempf       

A new white paper offers real-life examples of how medical meeting organizers have demonstrated the value of participating in their event to exhibitors.

Sponsored by PCMA and Destination Cleveland, “Making a Healthy Case: Six Ways Medical Meetings Are Proving Their Value to Exhibitors” is a new white paper that tackles one of medical associations’ chief challenges head on: the increased pressure to show a positive return on their exhibitors’ investment.

“From an exhibitor standpoint, I would say we’re all looking for that magical ROI,” Michael Glatts, senior director of global congresses for Pfizer, says in the white paper. But, he notes, that’s especially challenging, given that “we’re not selling a tangible product that people are coming to and purchasing at these events.”

The white paper provides the solutions the organizers of the American Thoracic Society (ATS) and the Radiological Society of North America (RSNA) have employed, and they share what worked — and what didn’t — and why. Their strategies range from using the latest tracking technologies to introducing a surprisingly successful way to get attendees into the exhibit hall that didn’t involve food or cocktails — but nonetheless elevated the mood.

Get the full white paper here.

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