BRANDHIT MARKETING SUMMIT: A HIMSS EVENT

NASHVILLE, TN • MAY 7 - 8, 2018
Health IT MarketingSummit

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Nashville, TN
May 7-8, 2018

Tips for Healthcare Technology Marketing at Trade Shows

Lead qualification, especially at trade shows, can be a challenge for marketers. And the healthcare industry has its own unique set of pain-points. How do you stand out from the crowd? How can you ensure your follow-up process is well organized and your trade show efforts have been successful?

As with everything, good preparation and goal setting are key to getting on the right track.

Pre-show campaigns

One extremely successful tactic is pre-show marketing. This is most obviously used to alert clients and prospects to your presence at the trade show. With added segmentation you can set more distinct goals and arrange the most appropriate meetings to match each sales reps with the relevant contact.

Here are some quick tips on getting the most out of your pre-show marketing:

  • Start about a month ahead of the show. Determine your cadence and goals and make your content engaging and relevant to the recipient.
  • Conduct external research to identify key prospects that might be attending the conference, but have not made their way into your contact database yet.
  • Suggest that your sales team reach out to this list of new prospects directly to schedule meetings.
  • Run separate email workflows for prospects and customers to notify them of your presence at the conference and new products or services you are offering, with the goal of getting these recipients to sign up for a meeting with your reps. Even meetings with existing customers can be used as an opportunity to cross sell.

Added tips for your email outreach:

  • Follow all of your standard email best practices (make it responsive for mobile, provide a CTA, use the recipient’s name if possible).
  • Create a simple CTA that will link right to your sales reps’ calendar and booking software or app. This removes barriers and is one of the easiest ways to influence how many meetings are scheduled.
  • Run A/B testing on your email (both content and subject line) to see which tactics receive the best responses.

These are just a few of the ways you can help prepare for any upcoming trade show. Download our Ebook on marketing tips for attending healthcare conferences so you be prepared for your next big show!

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