After a pandemic-induced hiatus, in-person medical conferences are returning. So far in 2021, the National Kidney Foundation 2021 Spring Clinical Meeting took place in Orlando, FL, the American Academy of Orofacial Pain (AAOP) 2021 Meeting went down in Scottsdale, AZ, and Vision Expo East 2021 returned to New York City. While some conferences will remain virtual in the interim, many are opening their doors, which begs the question: Is it time to add conferences back to your healthcare advertising strategy?
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Advertise to HCPs at Medical Conferences in 3 Simple Steps
Despite the growing prominence of digital advertising—eMarketer expected health and pharma digital advertising spending to reach $9.53 billion in 2020, up 14.2% from 2019—now’s not the time to divert your healthcare ad budgets away from tried-and-true medical conferences.1 It is time, however, to add a digital layer to your strategy.
Before the Conference: Plant the Seed of Interest with HCPs
During the Conference: Use Geofencing to Cultivate Existing Relationships
After the Conference: Tend to the Fruits of Your Labor
Adding a Layer of Digital Ads to Your Medical Conference Strategy
Sources
- Droesch B. US Healthcare and Pharma Digital Ad Spending 2020. eMarketer. Published September 30, 2020. Accessed June 15, 2021.
- eMarketer Editors. Podcast: Why Everyone Wants Personalization, but Nobody’s Getting It. eMarketer. Published June 15, 2019. Accessed June 15, 2021.
- Benes R. Marketers Waste About One-Fourth of Their Budgets. eMarketer. Published March 23, 2018. Accessed June 15, 2021.