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Event Measurement: What’s Your Formula for Success?

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Steve Coldiron
Steve Coldiron

Healthcare Strategy Director


As a healthcare marketer, you know that measurement and statistics are often the keys to developing and refining a compelling story.

Just as when bringing a new product, drug, or device to market, gathering the right data mix allows you to easily analyze the results. Your brand experiences are no different — behind every healthcare event, there’s a story of numbers waiting to be told. Tapping into that story can provide a world of insights to help you understand what went right with your event (so you can do more of it) and what went wrong (so you can adjust).

But with statistics, the devil’s in the details. Analyzing too many variables can obscure the useful details. Analyzing too little won’t give you the clarity you need.

So what is the right formula? No matter the type of event, trade show, or exhibit, your measurement should include these three basic elements: 

1.         The target audience value

2.         Experience assessment

3.         Marketing results and business impact

These components let you drill down and see the effect of your program on your brand value and your bottom line. They also provide valuable insights to optimize the value and cost-effectiveness of future events, product launches, exhibits, training meetings, and more.

The tricky thing about measuring healthcare event ROI is that, for most events, it’s nearly impossible to weight a single data point as more important than any other. Instead, think of an event as a complex ecosystem with an intricate network of relationships and interactions, where — no matter your role in the ecosystem — each stakeholder simultaneously derives value from and delivers value to one another.

Consider the interconnected nature of these relationships:

Organizer-Attendee: Attendees rely on the show organizer to deliver great content and networking opportunities

Organizer-Exhibitor: Exhibitors expect the organizer to provide targeted audiences

Exhibitor-Attendee: Exhibitors and attendees both want to successfully interact with each other

Like everything else in the healthcare ecosystem, it’s important to maintain balance, so that each stakeholder happily receives and contributes value to the overall story. 

Contact us for a measurement assessment and to receive deeper insights on how to effectively measure events and brand experiences. 

This article was originally published by HCEA


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