Interacting With Interactives - Pharmaceutical Executive


Interacting With Interactives

Medical Education Meetings

Do interactives tend to compete with each other at events?

To be true to the brand, you want to create something that your neighbor across the way can't buy and get the same impact at the next show. We once created some mechanical exhibits for an ED drug. The exhibits were so specific to their message that the competitor couldn't do the same thing—it didn't make sense for their competitor. And then there was the Pfizer anti-infective story. They were talking about their long history in anti-infectives, and the exhibit was all about that. Unless their competitor had that same long history—and few do—they couldn't use the same interactives. They would have to come up with a different way of doing it.

Why are interactives so good at collecting data?

Because they're computers. If you or I had to track and count, we couldn't. Our brains aren't made that way. But a computer does it well. And it's fascinating. We encourage swiping people's card and gathering their information, but say you didn't. Say you just tracked how many people went where, how many people did what. You can get very powerful information about what part of your message is getting across. What are they answering correctly and incorrectly? If it's an interactive detail, where are they going? What is of interest to your audience versus what you think is of interest to your audience?

And if you do the trade show several years in a row, at some point you're going to have a good amount of information about who those attendees are and what they're doing and what they want. And that gives you power.

They're telling you how they want to be marketed to?

Exactly, you're not just pushing information, you are also getting information. Exhibitions are unique in that way. They are one of the few places where if you want to listen to your client, you can. And it is especially true if you have something where they're giving their opinions. Social interactives exist where you can start a discussion with the attendees, and they will tell you the truth. You may not always like it, but it's very powerful. It would be silly not to want that.

9 Things You Should Know (and Do) About Healthcare Interactives

The coolest technology might blow people's minds, but it may be totally unsuitable for getting your brand message across

By Trent Oliver

Out On The Floor At Healthcare conventions these days, it's impossible not to notice how many attendees are spending their time interacting with computers—taking quizzes, playing educational games, working with virtual patients. These interactive exhibits, or "interactives" as they're called, are designed to educate, entertain, and measure responses from attendees.

Programs can range from informative touchscreen kiosks and competitive challenges to sophisticated experiences that allow multiple attendees to explore information in a social way.

Interactives have been proven to be an effective means of educating attendees, building traffic, and producing measurable data: Studies show that 25 percent of attendees notice interactives first within a booth, creating significant traffic-building potential. Attendees also tend to remain in booths with interactive exhibits almost twice as long as in those without. Approximately 80 percent of attendees learn something new at convention exhibits with interactives, compared with 53 percent at exhibits without. Lastly, because interactives are computer-based, they can easily collect large quantities of attendee information and usage data that would be difficult and prohibitively expensive to measure manually.

Which is not to say all interactives are equally effective for all situations. As they've become a standard feature at healthcare conventions, exhibit marketers and managers are finding that while the "coolest" technology may get your brand noticed, it might not be effective in meeting your exhibit marketing goals.


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