The scientific sessions are over for another year. We have counted the leads and other successes and are now ready to follow-up. What can we do to capture and harness the momentum from our successful exhibit?
- Send out a mailing to include cover letter referencing scientific presentations and activities, CD ROM and product collaterals.
- Forward leads to field sales force for follow-up. Sales force then updates non-attendees on activities at scientific sessions and invites prospects to local seminars, grand rounds or dinner presentations on our product.
- Track lead activity for ROI on investment in exhibit.
- Email list: send monthly updates on our company’s clinical activities, publications, with contact information.
- Consider email survey for quantitative market information.
- Develop patient registry based on feedback from user group breakfast meeting.
- Compare results of scientific sessions attendance/exhibit with the purpose/objectives of attending.
- Issue report documenting above with recommendations for next year’s scientific sessions.
BUDGETING FOR A SUCCESSFUL EXHIBIT
Budget Estimate
Exhibit space: 20’x20’island $10,000
Booth rental: 20’x20’island with displays $30,000
Exhibit services $5,000
Graphics and signage $10,000
Pre-registrant U.S. mailing list $1,500
Pre-show mailing, postage & processing $1,500
Pre-show email blast $1,000
Post-show mailing, postage & processing $3,000
Program product ad $5,000
Society activities or items sponsorship $10,000
Clinical presentations in booth $6,000
Exhibit promotional items $3,000
Total: $86,000
Optional Activities
Product users invitational meeting (50 people) $3,000
Clinical presentations breakfast seminar(50 people) $3,000
Society-sanctioned CME Satellite Seminar (75 people) $100,000
SUMMARY
Scientific sessions are among the best forums to reach target medical specialties on several levels and each can be tailored to meet marketing objectives and budget limitations. Thorough preparation and well-crafted messages delivered in a consistent, professional manner will provide enhanced market presence, market information, clinical credibility and long-term sales performance.