This past week I attended the Healthcare Convention & Exhibitors Association (HCEA) mid-year summit in Boston where more than 200 exhibitors, suppliers and industry experts met to discuss current trends in health care meetings and events. As a new HCEA member this was my first experience with the event and generally I was impressed by the format and content presented in the plenary and breakout sessions.

Below are just a few key takeaways from the opening plenary dubbed, “Frank Talk About How Physicians Value Medical Meetings and Conventions.”

Featured panelists: Beverly MK Biller, MD, FACP, Professor of Medicine, Harvard Medical School, Neuroendocrine Unit , Massachusetts General Hospital; Richard V. Aghababian, MD, FACEP, Professor of Emergency Medicine, University of Massachusetts Medical School, and President-Elect, Massachusetts Medical Society; and Ayguen Sahin, PhD, Instructor, Molecular Oncology Research Institute, Tufts School of Medicine
Moderator: Christine Farmer, Senior Convention Manager, Sanofi

Greatest challenge facing the industry
The explosive growth in technology currently outpaces physician’s ability to effectively diagnose and recommend therapy. So the challenge is finding a way to make medical meetings more effective so that data presented in sessions and on the exhibition floor transfers more effectively to scientists, educators, physicians and hospital administrators in attendance.

Time
Time is the most valuable commodity for scientists and physicians today. Conventions are becoming more and more important because it’s one of the very few opportunities that provide uninterrupted time for learning. Anything that exhibiting companies can do to provide understanding of ways clinicians can save time, improve patient compliance and effectively advance their practice will add significant value to medical meetings.

Know your audience
Make sure you understand the generational differences among your audiences. Fellows and young researchers are going to be more receptive to electronic forms of communication and interactions; whereas, more established professionals still prefer the tactile nature of an actual paper copy of a reprint or product brochure. It’s also important to realize that in this generational gap there are varying degrees of tolerances for follow up communications. Make sure you’re responding to the individual requests of the individual. Don’t overload them with material that isn’t of interest. Be focused in your follow up approach.

Often times medical device and pharma companies spend too much time worrying about the direct prescriptive or purchasing power of the individual physician. Don’t forget the fact that educators and scientists have much further influence than their immediate reach. And clinicians are more likely to be less influenced by a new product or methodology than educators, who tend to be early adopters on leading edge of new research.

Sunshine Act and its impact on events
The Sunshine Act requires pharma and medical device companies to track and report anything of value that has been given to physicians, administrators and educators as it relates to the marketing of a product. It restricts the amount of money that can be spent on the cost of meals and prohibits individual gift giving.

One of the panelists commented by saying that we wouldn’t have the life saving drugs that we have today if weren’t for healthy collaboration with the companies that support research.  Another questioned how congress can regulate and restrict people and businesses from building relationships in meaningful ways.

It seems like a classic case of the one bad kid who ruined things for the entire class.

Were you there?  Let me know your thoughts and if you agree or disagree with anything mentioned in my post.

After months of speculation by technology aficionados, Apple, Inc. is expected to announce the details of the iPhone 5 when Tim Cook, the new CEO of Apple takes the stage on Tuesday, October 4th. The discussion has served as both the jewel and the bane of tech blogs and podcasts. Predictions, criticisms, and praise have been volleyed and the only sure thing at present time is that tomorrow’s media event will soon be followed by months of analysis and subjective observation as to whether or not the iPhone 5 is a successful product.

What most people fail to see, though, is that we already know more about the up-and-coming iPhone than we realize, if we just took a moment to understand that the majority of the tech writers are not asking themselves the right questions. They do not realize that the main reason the iPhone has been so successful to date is because Apple is a design-oriented organization and pushes itself forward through more of a holistic mentality. Instead of asking ourselves what we want the next iPhone to do, what specifications it should have, or what we want it to look like, we should simply ask ourselves “What does the iPhone want to be?” It is from this question that we can derive the future direction of the product line, because that’s the question that Apple likely uses to drive all future development of it’s products.

In my own humble, design-oriented prognostication exercise, here are a few key directions:

1. The iPhone wants to be UNIVERSAL. A cell phone is a useful tool, but only if it can be used wherever and however we want it. There are presently too many competing cellular standards out there, and I’m certain that Apple, Inc. would love to change that. The early days of railroads were plagued by the lack of standardized rail gauges and the present state of cellular communication is not much different. Apple has a vested interest in pushing for a more global standard in cellular service. The iPhone 4 was their first foray onto the Verizon network in the U.S., but to date it requires hardware that is not transferable to AT&T.

2. The iPhone wants to be SMALL. Cell phones are constantly with us, but they remain neither elegant nor convenient to carry and use. Their present form factor is either going to leave a bulge in our pockets, or get caught up in seat-belts if we strap it externally to our hip. The desire for a big, usable screen battles our requisite need to carry it around. The number one reason my wife feigns interest in owning an iPhone for herself is that until it’s available in a smaller form factor, she simply won’t want to tote it. In an era where LCD screens populate our living rooms, work spaces, automobiles, retail shops, and public spaces why do we need to carry more of them around? For those lucky enough to carry an iPad, do you still use your phone to watch movies, play games or go online? Probably not, since a larger screen in most cases equates to a better experience. Battery life to power these big screens has become a huge overhead in such a small device. Is it time that the interface begins to peel away from the flat, non-tactile glass that all smart phones sport these days?
photo credit: {Guerrilla Futures | Jason Tester}

3. The iPhone wants to be USABLE. How many times have you missed a call because you couldn’t fish your phone out of a pocket or purse fast enough? How many times have you missed a message because the ring was too muffled from being stowed in your pocket or briefcase? Does this sound like good design for a device that is supposed to primarily serve as a telephone? Thankfully the implementation of Bluetooth connectivity has solved most of these challenges for me while driving — I never have to worry about which pocket my phone is in, or struggling to see the screen to dial out or answer an incoming call. Instead, this information is integrated into the environment around me as my radio mutes and the dashboard visually notifies me of the call details whenever I’m on the road. Shouldn’t this be the model for the rest of my user experience?

4. The iPhone wants to be INTEGRATED. Steve Jobs first publicly described Apple’s overall desktop strategy as a digital hub back in 2001. Much has changed since then, but the need for a unification of our communications is more imperative than ever. Our smartphones have become our window to the world. They video conference. They keep us up-to-date with social networks. They push our calendars to our co-workers. They identify the pieces of information that would otherwise hold up casual conversations around the world such as the name of an actor or lyrics to a song. They find the closest gas station. With continuing development of cloud-based services, it’s safe to declare that the digital hub will continue to push ever further into our lives, and that devices such as our cell phone will become more omnipresent than they already are.

5. The iPhone needs to be SECURE. It only takes one negative instance to turn your user experience into a distrustful one. Apple knows that and to date has taken its share of criticism for restricting its iOS environment so tightly. When cell phones are used as our digital wallet, the stakes are at their highest. Ongoing development of the iPhone platform will undoubtedly carry further security mandates to anchor its reputation as dependable in both the consumer and corporate economies.

So what will the next iPhone look like? The only thing we know for certain is that Tim Cook will be sporting a highly finessed device that is designed to integrate with all the rich media hardware that Apple has worked so hard to create. As a designer, I look forward to seeing what form factor that becomes.

With the recent launching of Google Plus, the idea of creating customized groups, or circles, from which to selective share content with has become a feature that many users have quickly gravitated towards. Sending information to certain groups while omitting others is quite advantageous, but creating subsets from which to follow controlled content on your own is a great strategy for filter management.

Below are a few “tongue-in-cheek” circles for you to check out. If you’re an exhibit manager, you’ll undoubtedly have created “mental circles” for many of these already.

If you’re a Google Plus user, be sure to add me to your circles. If you’re not on G+ and need an invite, send me an email and I’ll happily get one over to you.

Enjoy.

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The word “Mobility” is soon to dethrone “Social Media” as the next buzz word – if it hasn’t done so already. By 2014, mobile web usage is expected to surpass desktop web usage. That stat alone should stop you dead in your tracks. As mobile devices continue to evolve and increase, the possibilities do as well. In an event or trade show environment, where desktops and laptops are even less convenient, mobile engagement is a tsunami of opportunity.

What is Group Messaging?

Group Messaging is pretty much as it sounds. Think SMS for multiple people. Group messaging apps like Beluga, Fast Society & GroupMe excel where most native messaging functions in mobile & smartphones are lacking. And if there were any stat any more alarming than the increase of mobile web usage, it would be that of SMS usage. Of the estimated 4 billion mobile phones across the globe, 3.05 billion are SMS enabled, but less than half are web enabled. SMS is a nearly universal mobile language.

One more advantage of Group Messaging over native SMS is the option to use your phone’s data service over your SMS service. Many people are charged per SMS or have capped rates. While Group Messaging can work over an existing SMS service, the ability to use Push Notifications via data (3G, 4G, etc.) is an added convenience.

How is it viable for events?

Unlike Twitter or Facebook, Group Messaging allows you to create a controlled environment for engagement. Where hashtags and groups serve their own purposes, Group Messaging is one less step away. There’s no need to launch an app or interface – instead, the messages are delivered TO YOU – at the top level.

The idea of creating a controlled platform combined with instantaneous conversations is a powerful one:

• Gaming – Organizers and exhibitors can create opt-ins for attendees pre-show and follow up with creative, incentive based messaging during the event. By creating a mobile arena, you have the opportunity to converse and control where they go, who they see and when they do it.
• Internal Organization –  When the lights turn on and your event begins, staff organization often times succumbs to the task at hand. Group Messaging is great for your team members to stay in communication with each other as the hours and days progress with status updates, last minute errands or just friendly photos and encouragement.
• Event “Pods” – MostGroup Messaging platforms allow you to name your groups as you add members to them. For larger events, this could be helpful for attendees to find conversations pertaining to speaking sessions versus the opening reception. Segregating these groups not only helps organize them, but creates opportunities for cross-popluating them with new members.

Are you a Group Messaging adopter? How have you been using mobile devices to converse in groups? What other opportunities do you see with Group Messaging and events?

If your in the events industry then you most likely find yourself traveling several times through the year.  I do a good job of eating healthy while at home, eating foods with substantial nutritional value but when traveling it is a bit more difficult.  There are several things to take into account when traveling such as the new environment (heat, cold), food availability and lifestyle changes; these can effect your choices while on the road.  Here are a few tips that I find helpful while traveling:

• Bring your own food with you so that you do not have to rely on fast food and or deli’s.
• If you have access to a kitchen while on your trip then take the time to make a grocery run, cook/grill when you can.  (I know this is a tough one and is most likely not a viable option)
• Choose your restaurant carefully and early, do not wait until your hungry to decide.
• Most every restaurant has some healthy choices or you can make them healthy.  When ordering do not hesitate to ask questions about how the food is prepared and if need be request some substitutions.
• Avoid excess low nutrient / high calorie foods such as soda, fries, garlic bread, cheese sticks (this last one is a reminder to me)
• Go = Grilled and No go = Fried

That being said, enjoy what the location has to offer!  I was just in San Diego last week and over the course of 4 days I had 7 different types of fish, it was fantastic.  I would suggest the Tin Fish sea bass tacos if you find yourself near the SD Convention Center, sure does beat the roach coach.

Today, Tradeshow Insight & Echelon Design are happy to announce The Tradeshow Corner – Tips and advice dedicated to exhibitors and their staff to provide better value for the overall trade show experience. We are very excited to hear from YOU – the exhibitor, and look forward to fielding questions and providing additional insights as we expand The Tradeshow Corner over the coming weeks.

 

This tip comes from Tina Raymond – a Senior Account Manager with Echelon Design with 20 years experience in the industry, providing valued logistical services to exhibitors around the globe.

With all of the changing labor laws I would like to share some tips for working with your general contractors.  We all know  that no two general contractors are the same.  For instance, when dealing with deadlines, some contractors mandate that your electrical floor plan must accompany your order; others allow you to send in the floor plan at a later date.   If the contractor requires you to send in the floor plan with the forms and this does not happen you will be charged standard rates.  The dimensions on your floor plan must also be legible or again you will be hit with the standard rate.

Another difference is that some contractors require that you fill out all of the dates and hours that you will require your electrical labor, if you fail to do this you will be charged standard rates and a 30% late fee.   Other contractors still allow you to have your electrical labor on a will call basis.   It is better to have the order in place and cancel it the night before than get hit with these up charges.

Always remember to read the fine print when filling out the forms, this information is listed but often overlooked.

If you haven’t heard of ISPO – The International Sports Business Network, it is one of the largest sports industry shows in the world.  Held in Munich it takes up 14 show halls in the new Munich Trade Fair Centre.  ISPO draws exhibitors and attendees from all corners of the sports and fitness industry; from action and traditional sport to home fitness and everything between.

Echelon Design had the opportunity to work with Bowflex in their efforts to launch a new international marketing plan.  Traditionally, Bowflex has been very successful in selling their machines through the use of infomercials here in the US.  Evidently, we (Americans) are the only people in the world to buy products that are sold on TV, Europeans would require the products to be placed in traditional “big box” retail stores and ISPO was the perfect platform for such an initiative.  Echelon was asked to design an environment that showcased the TreadClimber and Select Tech product lines that could be leveraged to generate key international partnerships with select “big box” retail stores.

ISPO was held February 6-9 and I would say that the results speak for themselves.  During those three days, Bowflex wrote immediate orders that put them at nearly 500% ROI (they did not expect to write orders at the show).  Needless to say, Bowflex has a great product line and a well known name; Echelon was thrilled to be a part of a fresh marketing and looks forward to helping extend that brand as they continue to break into the European market.

Below is an overall view of the design concept and a quick photo that was taken during setup.

As we continue to observe the increasing trend in mobile applications to the world of business and the trade show world, we’re happy to announce today that Tradeshow Insight has released an advanced web-app version, formatted for the iPhone, iPad and other mobile platforms. Powered by WPTouch Pro, this “hybrid” between an app and mobile website optimizes our blog and articles in a format that is fitting for the mobile environment and its ever changing landscape.

Some features included in this update:

• Web-App Enabled – Bookmark and use from your home screen. Enjoy a “browser-less” experience, with the latest HTML5 & Javascript technologies.

• Native iPad Use – Touch, scroll and swipe as you would a normal app. You already know how to use it!

• Support for future Tablets – As the “tablet war” grows, Tradeshow Insight will continue to adapt to the newest and brightest of the pack.

• Commenting – Fly in comments make reading and creating discussions a breeze – and fun!

• Real Time – Built on AJAX technology, comments are show immediately after posting.

• App Menu Popups – Browse pages, recent & popular articles along with tags and categories.

• Flickr Integration – Peek at recent photos from the trade show world from within a menu popup – Without leaving your article.

• Smartphone Support – Download the web-app for your iPhone and get the same features – on the go!

• Wide Platform Support – Tradeshow Insight Mobile now supports Android, Blackberry, Palm OS and Samsung touch mobile visitors.

To use a mobile formatted version of this site, simple visit tradeshowinsight.com and follow the on screen instructions to enable the web-app! Then, come back and tell us what you think!!