Navigating the landscape of 1:1 meetings in the healthcare events industry
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Best practices in 1:1 meeting management for event planners in the healthcare industry
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Navigating the landscape of 1:1 meetings in the healthcare events industry
- 1. THE LANDSCAPE OF 1:1 MEETINGS IN THE HEALTHCARE EVENTS INDUSTRY Parth Mukherjee Head of Marketing & Evangelism, Jifflenow
- 2. Today’s Session • About me • Why are 1:1 Meetings relevant to events? • 1:1 Meetings & the Healthcare Industry • Best practices in 1:1 Meeting Management • Proof of the pie
- 4. I’m Parth. My Starbucks Alter Ego
- 5. I’m a Marketer. Some of the other brands I’ve worked with
- 6. I’ve witnessed event marketing from the outside…
- 7. Image courtesy: Tom Fishburne. Slightly modified. and inside.
- 8. Section: Why are 1:1 Meetings relevant to events?
- 9. CMO’s Top Priorities Going Digital Innovation in Marketing Converting Leads to Sales Improvements in Customer Retention Source: Gartner’s CMO Spend Survey 2015-2016
- 10. They also face Greater Accountability of marketers own or share P&L responsibility say they plan to have a P&L in the next 24 months Only 9%don’t expect to have P&L responsibility 73% Source: Gartner’s CMO Spend Survey 2015-2016 18%
- 11. How Are Events Going Digital Greater Accountability + Contributing To CMO’s Top 2 Concerns?
- 12. Digital Marketing has all the answers TRAFFIC CONVERSION ROI BUDGET In the CMO’s Office Event Marketing Metrics? # BADGES SCANNED FOOTFALL SOCIAL ENGAGEMENT SURVEY RESULTS
- 13. Exhibits Are At the Core of the SMMP Branding Traffic Engagement Meetings Activities Scanning
- 14. The Metrics Will Follow The Method Survey results Total Footfall Press / Media Coverage Qualitative Feedback New leads # Tweets
- 15. So What Are You Saying?
- 16. What if 1:1 Meetings were the core?
- 17. Section: 1:1 Meetings & the Healthcare Industry
- 18. 1:1 Meetings may differ by sub-domain Pharmaceutical Biotech / Biopharmaceutical Medical Devices Healthcare Facilities
- 19. HCP Interactions Non-HCP Interactions Broadly Two Types of Meetings
- 20. Types of HCP Interactions Advisory Board Investigator Meetings Scientific/ Education Meetings Standalone Meetings Expert Broadcasts Medical Trainings Congresses
- 21. Types of Non- HCP Interactions Hospital Buyer Meetings Extender Meetings Product Demo Meetings Booth Tour VIP/ Ancillary Events
- 22. But they can be the core for all
- 23. Regulations on expenses and reporting them 23 1:1 meetings are simpler to track and report Healthcare Trends
- 24. Fewer private HCP practices, lower patient trust 24 HCPs prefer pre-scheduled conversations with SMEs Healthcare Trends
- 25. Buyers rely more on relationships and trust 25 Buyers prefer sit-down meetings, in-person demos with sales Healthcare Trends
- 26. Millennials-as-patients rely more on tech and extenders 26 Meetings with influencers like nurses, assistants, pharmacists, online resource providers Healthcare Trends
- 27. Better NME research + Faster approval = More frequent launches 27 More training and direct communication with HCPs Healthcare Trends
- 28. Section: Best Practices in 1:1 Meeting Management
- 29. PRE-EVENT AT-EVENT POST-EVENT Meeting planning Pre-scheduling Data collection Customer experience Analysis Follow up
- 30. Getting confirmed meetings Error-free meeting requests Not choking on Spreadsheets and Outlook PRE-EVENT CHALLENGES
- 31. 18% Start meeting outreach at least 4 months in advance of the event PRE-EVENT BEST PRACTICE More meetings done by companies that start at least 4 months in advance
- 32. 68% Publish list of internal executives who will be available to support meetings PRE-EVENT BEST PRACTICE Meetings have more than 1 internal attendee
- 33. 16 Provide direct executive & room visibility to meeting hosts PRE-EVENT BEST PRACTICE Avg. # of emails & calls exchanged by Sales & Events teams to schedule 1 meeting
- 34. 94% Integrate meeting booking with CRM to increase meeting adoption PRE-EVENT BEST PRACTICE CRM users login to it daily. 74% update their records daily. https://www.ebsta.com/blog/salesforce-usage-report/
- 35. 2/3 Schedule all meetings in the time zone of the event location. PRE-EVENT BEST PRACTICE Meeting scheduling errors are time zone errors
- 36. 50% Make a clearly defined meeting agenda mandatory. PRE-EVENT BEST PRACTICE Meeting managers act as gatekeepers for external meeting requests
- 37. 7 Get attendees to request meetings with your executives PRE-EVENT BEST PRACTICE Average # of meetings per executive at events
- 38. 23 Popularize pre- scheduling: • Email blasts • Meetups • Contests PRE-EVENT BEST PRACTICE Maximum meetings pre- scheduled by a single executive at an event
- 39. 2X For Sales meetings share pipeline & background info with internal stakeholders PRE-EVENT BEST PRACTICE Higher probability that executive accepts meeting if pipeline data is included
- 40. Locating internal participants Collecting data at check-in Increasing meeting counts AT-EVENT CHALLENGES
- 41. 12 Easily consumable meeting reports per day (with HCP background included) AT-EVENT BEST PRACTICE Trees cut to make 100 tons of 100 percent non-recycled newsprint https://www.quora.com/How-many-trees-are-cut-down-a-day-for-paper
- 42. 12% Timely reminders and notifications on mobile AT-EVENT BEST PRACTICE Higher attendance rates with 2 reminders than with 1 reminder
- 43. #2 Automatically notify company attendees on customer check-in AT-EVENT BEST PRACTICE Problem for event planners – Customer alone in meeting room
- 44. 84% Clear directions on where the meeting space is AT-EVENT BEST PRACTICE Attendees who miss a meeting quote inability to find venue as reason
- 45. 20% Custom forms on iPads for data collection, make them easy to fill AT-EVENT BEST PRACTICE Higher form fill rates on reducing # of fields from 11 to 4 https://conversionxl.com/reduce-form-fields/
- 46. 30 Reminder to end meetings on time AT-EVENT BEST PRACTICE Minutes is the most used meeting time slot
- 47. 1.5% Encourage booth walk-ins to sit down for a meeting at the event AT-EVENT BEST PRACTICE Event leads convert to opportunities http://blog.marketo.com/2015/08/marketo-data-tells-us- what-is-the-top-conversion-rate-by-channel.html
- 48. Reporting ROI metrics to senior management Timely post-meeting follow up POST-EVENT CHALLENGES
- 49. 1-3% Put events through a performance evaluation (2x2 matrix of hard & soft metrics) AT-EVENT BEST PRACTICE Difference between YOY growth rates of event costs & budgets
- 50. POST-EVENT BEST PRACTICE 90% Hard metrics • Number of meetings by type • Number of HCPs / KOLs met • Pipeline built • Pipeline influenced AT-EVENT BEST PRACTICE Meeting space utilization rates for leading companies
- 51. 75% Report meetings & notes back to CRM (Activity History) AT-EVENT BEST PRACTICE Companies report poor CRM data quality problems Gartner report on CRM data quality
- 52. Section: Proof of the Pie
- 53. The metrics will follow the method 53 53 Pipeline built Top 10 New Opportunities Total: $450Mn $209Mn $241Mn New pipeline Influenced pipeline Overall Event Funnel Representative image
- 54. 54 27 Companies 3,835 Meetings Scheduled 2,842 Executive Calendars 5,133 Customers Met 254 Meeting Rooms Even if half of the meetings helped advance a sales deal, at an average deal size of $500K, these companies built a pipeline of over $1Bn at a single event
- 55. 55 Booth designed to aid 1:1 meetings • 8 Meeting Rooms • 20 Demo Stations • 8 Ad hoc Seating Areas • 2 Check-in Desks
- 56. Thanks! Session takeaways: • 1:1 Meeting – the core of SMMP / Event strategy • Several types and flavors of 1:1 Meetings • Healthcare industry trends underline the need to be more meeting-focused • Meeting best practices pre, at, and post event • Others are doing it already!