Health care has always had unique challenges that many other industries do not face. Because of industry specific regulations, many health care exhibitors play it safe with their health care exhibit. However, they need not be boring and uninteresting in their messaging. Instead, try these tips to improve upon your health care exhibit and attract more of the right prospects and leads to your exhibit:
Show How Your Product Improves Health in Your Health Care Exhibit
It used to be that people relied upon prizes and giveaways to drive traffic to their health care exhibit. However, those days are over. Now, health care trade shows focus more on education. This means to attract the right people to your exhibit, your health care exhibit should focus on educating them how your product saves lives or improves the health of others. This is an aspect of experiential marketing, involving people in your brand. The key is to be interactive and hands on with your product, showing how the use of your product is applied in real life. Consider how to immerse your visitors in your product instead of just providing a demonstration of how the product works. Consider interactive experiences where you can view the product in action from the view point of the product. Similarly, consider gamification where you need to use the product in order to survive. The possibilities are endless. With a little creativity, your health care exhibit will be the talk of the trade show floor.
Refine Your Messaging to a New Audience
After years of hand wringing and what do we do about it, the Millennials are now in management positions. Unlike their predecessors, Millennials have a whole other communication style and are heavily research-driven. This means they will be coming to your health care exhibit with targeted questions. They want more than tired slogans or vague taglines. They want to know how your product works and how it will impact the health of others in great detail. Millennials especially want to learn something from your health care exhibit that they don’t already know from a pamphlet or your website. Consider how your branding and messaging resonates with this age group. Subtle adjustments may yield much greater interest on the trade show floor. When coupled with an interactive event that focuses on education, this can really speak to this generation of managers.
Personalize Your Health Care Exhibit to Reach Your Ideal Customers
You know who your ideal customers are better than anyone. In order to stand out from the crowd on the trade show floor, personalize your health care exhibit to reach those customers. Consider which graphics, messaging, and technology speak to that group the best. Working with your exhibit design house partner, you can create something that tells your brand story in the most meaningful way to this group. Not all attendees at a trade show are your desired customer, so focus on creating something that will attract the right leads and prospects to your health care exhibit.
When it comes to showing at health care trade shows, there is certainly room for improvement. Many health care exhibits are just plain boring and fail to attract the right leads and prospects. Consider these suggestions and you can improve upon your health care exhibit for your next show. If you need some more guidance, contact Absolute Exhibits for help.
