"Saying hello doesn’t have an ROI. It’s about building relationships."
– Gary Vaynerchuk
Digital Marketing Guru
This is the answer healthcare marketers should give when asked, "Why are you putting money in events? It's hard to measure any ROI." In today's digital world, old-school relationship building is the need of the hour. More and more organizations are conducting events—both online and offline. Offline events are becoming the go-to source of prospects and customers for marketers across industries. It's gained wide acceptance as a separate marketing channel and is referred to as event marketing or experiential marketing.
Why event marketing?
Healthcare marketing is unique and comes with its own set of challenges. How will a hospital inform patients about a new MRI machine or scanner they've installed? How will a healthcare tech startup demo its products to customers? Above all, the products and services offered by the healthcare industry are complicated—and it needs an avenue to communicate this information memorably.
A survey published in EventTrack 2016 says that 74% of consumers engaging with brands during event marketing, are more likely to buy the product being promoted. This increases the importance of event and experiential marketing to brands and is doubly true for companies in the healthcare and healthcare tech domain.
Healthcare events at a glance
Let's first take a look at what constitutes the healthcare industry ecosystem. The healthcare sector can be broadly classified into:
- Healthcare providers and professionals
- Healthcare equipment and services
- Pharmaceutical and biotech professionals and services
The category an organization falls under determines the why, how, and what of their events. A hospital (healthcare provider) may want to organize a health check-up camp which offers free consultation, as a means of establishing their presence. A manufacturer of CT scanners (healthcare equipment) might want to conduct a press conference to announce the unveiling of its latest product. And finally, a drug manufacturer (pharmaceutical) would want to host a conference with eminent physicians and scientists as expert speakers.
One solution for every event need
For healthcare marketers, the focus is on conducting an event that's impactful. Scouring the market to find the ideal tool to manage events should be the least of their worries. Regardless of the type of event, Zoho Backstage is the ideal solution for all event management needs.
Zoho Backstage is an end-to-end event management solution for organizers and planners to run their events. Backstage can be used to successfully run corporate events, like conferences, fund-raisers, symposiums, and anything else you might need.
Features that will come in handy
Custom branded event website and mobile app
Event organizers, be it conferences, or symposiums can have a branded event website in a matter of minutes, without having to write a single line of code. To take the branded event experience to the next level, a custom mobile app is available to engage attendees.
Expert speakers create buzz around an event. Organizers can manage speaker profiles from a centralized location and feature them on the event website.
Selling event passes ensures revenue generation. This can be accomplished easily through an integrated vendor.
Event promotion on social media is a prerequisite in today's world, and embedding banners on sister websites and blogs can also drive traffic to your event website.
Event day check-in becomes as easy as the click of a button. Quickly search and find specific ticket IDs to check in attendees.
Be it engagement during the sessions or before the event, Backstage covers all the bases. The audience can pose questions and rate sessions from their mobile devices, and an event community can be formed to engage attendees throughout the course of the event.
We would love to hear about your experience using Backstage. If you have questions or thoughts that you would like to share, write to us at firstname.lastname@example.org or leave your comments below.