navigating the landscape of 1:1 meetings in the healthcare events industry

THE LANDSCAPE OF 1:1 MEETINGS IN THE HEALTHCARE EVENTS INDUSTRY

Parth MukherjeeHead of Marketing & Evangelism,

Jifflenow

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

About me

Section:

I’m Parth.My Starbucks Alter Ego

I’m a Marketer.Some of the other brands I’ve worked with

I’ve witnessed event marketing from the outside…

Image courtesy: Tom Fishburne. Slightly modified.

and inside.

Section:

Why are 1:1 Meetings relevant to events?

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

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%

How Are Events

Going Digital Greater Accountability

+

Contributing To CMO’s Top 2 Concerns?

Digital Marketinghas all the answers

TRAFFIC

CONVERSION

ROI

BUDGET

In the CMO’s Office

Event MarketingMetrics?

# BADGES SCANNED

FOOTFALL

SOCIAL ENGAGEMENT

SURVEY RESULTS

Exhibits Are At the Core of the SMMPBranding

Traffic

Engagement

Meetings

Activities

Scanning

The Metrics Will Follow The MethodSurvey results

Total Footfall

Press / Media Coverage

Qualitative Feedback

New leads

# Tweets

So What Are You Saying?

What if 1:1 Meetings were the core?

Section:

1:1 Meetings & the Healthcare Industry

1:1 Meetings may differ by sub-domain

Pharmaceutical Biotech / Biopharmaceutical

Medical Devices Healthcare Facilities

HCP Interactions Non-HCP

Interactions

Broadly Two Types of Meetings

Types of HCP Interactions

Advisory Board

Investigator Meetings

Scientific/ Education Meetings

Standalone Meetings

Expert Broadcasts

Medical Trainings

Congresses

Types of Non- HCP Interactions

Hospital Buyer Meetings

Extender Meetings

Product Demo Meetings

Booth Tour VIP/ Ancillary Events

But they can be the core for all

Regulations on expenses and reporting them

23

1:1 meetings are simpler to track and report

Healthcare Trends

Fewer private HCP practices, lower patient trust

24

HCPs prefer pre-scheduled conversations with SMEs

Healthcare Trends

Buyers rely more on relationships and trust

25

Buyers prefer sit-down meetings, in-person demos with sales

Healthcare Trends

Millennials-as-patients rely more on tech and extenders

26

Meetings with influencers like nurses, assistants, pharmacists, online resource providers

Healthcare Trends

Better NME research + Faster approval = More frequent launches

27

More training and direct communication with HCPs

Healthcare Trends

Section:

Best Practices in 1:1 Meeting Management

PRE-EVENT AT-EVENT POST-EVENT

Meeting planning

Pre-scheduling

Data collection

Customer experience

Analysis

Follow up

Getting confirmed meetings

Error-free meeting requests

Not choking on Spreadsheets and Outlook

PRE-EVENT CHALLENGES

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

68%

Publish list of internal executives who will be available to support meetings


Meetings have more than 1 internal attendee

16

Provide direct executive & room visibility to meeting hosts


Avg. # of emails & calls exchanged by Sales & Events teams to schedule 1 meeting

94%

Integrate meeting booking with CRM to increase meeting adoption


CRM users login to it daily. 74% update their records daily.

https://www.ebsta.com/blog/salesforce-usage-report/

2/3

Schedule all meetings in the time zone of the event location.


Meeting scheduling errors are time zone errors

50%

Make a clearly defined meeting agenda mandatory.


Meeting managers act as gatekeepers for external meeting requests

7

Get attendees to request meetings with your executives


Average # of meetings per executive at events

23

Popularize pre-scheduling:• Email blasts• Meetups• Contests


Maximum meetings pre-scheduled by a single executive at an event

2X

For Sales meetings share pipeline & background info with internal stakeholders


Higher probability that executive accepts meeting if pipeline data is included

Locating internal participants

Collecting data at check-in

Increasing meeting counts

AT-EVENT CHALLENGES

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

12%

Timely reminders and notifications on mobile


Higher attendance rates with 2 reminders than with 1 reminder

#2

Automatically notify company attendees on customer check-in


Problem for event planners – Customer alone in meeting room

84%

Clear directions on where the meeting space is


Attendees who miss a meeting quote inability to find venue as reason

20%

Custom forms on iPads for data collection, make them easy to fill


Higher form fill rates on reducing # of fields from 11 to 4

https://conversionxl.com/reduce-form-fields/

30

Reminder to end meetings on time


Minutes is the most used meeting time slot

1.5%

Encourage booth walk-ins to sit down for a meeting at the event


Event leads convert to opportunities

http://blog.marketo.com/2015/08/marketo-data-tells-us-what-is-the-top-conversion-rate-by-channel.html

Reporting ROI metrics to senior management

Timely post-meeting follow up

POST-EVENT CHALLENGES

1-3%

Put events through a performance evaluation (2x2 matrix of hard & soft metrics)


Difference between YOY growth rates of event costs & budgets

POST-EVENT BEST PRACTICE

90%

Hard metrics• Number of meetings by type• Number of HCPs / KOLs met• Pipeline built• Pipeline influenced


Meeting space utilization rates for leading companies

75%

Report meetings & notes back to CRM (Activity History)


Companies report poor CRM data quality problems

Gartner report on CRM data quality

Section:

Proof of the Pie

The metrics will follow the method

5353

Pipeline built Top 10 New Opportunities

Total:$450Mn

$209Mn

$241Mn

New pipeline

Influenced pipeline

Overall Event Funnel

Representative image

54

27Companies

3,835Meetings

Scheduled

2,842ExecutiveCalendars

5,133Customers

Met

254Meeting 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

Booth designed to aid 1:1 meetings

• 8 Meeting Rooms

• 20 Demo Stations

• 8 Ad hoc Seating Areas

• 2 Check-in Desks

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!

navigating the landscape of 1:1 meetings in the healthcare events industry

Business