This blog was originally published on January 16th, 2016. It has recently been updated for relevance. In a marketing environment where electronic communications are more often than not substitutes for face-to-face interactions, healthcare exhibit managers are asked to...
Healthcare exhibitors: warning! Don’t believe the pitch that goes, “Well, we haven’t worked in healthcare up to this point, but healthcare exhibiting can’t be that different from [fill in the blank], right?” To exhibit houses and agencies...
Editor’s Note: This post was originally published in January 2016 and has been updated for relevance and accuracy in February 2026. The “patient journey” is the driving force behind successful healthcare marketing—and by extension, healthcare exhibiting. More than a...
According to all sorts of surveys, trade show attendees want to learn. Learning, particularly adult learning, is a strange and highly personal activity. Before we consider the “how” of learning at trade shows, let’s go back to school for a minute....
With today’s abundance of data on purchasing behaviors, preferences, and product loyalty, marketers are developing personalization strategies that form the basis for connecting with both prospects and customers. These strategies often include digital campaigns, mobile...
When the finance department scrutinizes your trade show budget for possible cuts, the line item that reads “booth staff training” is one that stands out. Although the cost of training is, to say the least, relatively low compared to other expenses, you can...
