05 February 2010
Sharing information through inspiring events
A recent poll carried out by Merchant Healthcare
Marketing demonstrated that the gatekeepers of our healthcare
system, GPs, still prefer face-to-face events when hearing about
new products and services. More importantly, they said above all,
they prefer educational talks given by the specialists or experts
who are responsible for their inception and promotion.
Every day of the week there are events, meetings, media
launches, lectures, conferences and talks taking place right across
the country. There is little doubt that in order to maintain and
improve the standards of clinical care offered in the UK and ensure
that patients are kept informed of their choices, the sharing of
the latest information is crucial. Events are proven as an
effective way of imparting vital information. The key is ensuring
that every event is worth attending, informative and relevant. More
to the point, it should be a two-way street with plenty of time for
dialogue and even debate.
We are regularly involved with running events on behalf of our
clients targeting different audiences within the healthcare sector.
Events could range from an internal event, such as a PCT event to
inform its staff of its commitments for the coming year, through to
an external event focussed on educating the media, key decision
makers, referrers, opinion formers and stakeholders about a new
medical procedure.
Recently we worked with CancerPartnersUK and Spire Portsmouth
hospital to launch a new world-class radiotherapy cancer centre.
The CancerPartnersUK Image Guided Radiotherapy Centre is the first
unit of its type outside London to provide access to high tech
radiotherapy treatments on the same site as the Spire Portsmouth
hospital, where patients are already receiving treatment. It has
been designed and built by a group of cancer experts, to provide
seamless cancer care for patients and will be run by specialist
cancer clinicians.
During the launch event local press interviewed experts,
patients and consultants and were given a tour of the premises. In
the evening local GPs, consultants, referrers and stakeholders were
invited to the centre to learn about its importance and the type of
treatment it offers. Medical Director, Professor Karol Sikora
explained to the audience the benefits of the treatment and Sir
Ranulph Fiennes, the world’s greatest explorer, gave a motivational
and moving talk about his personal experiences of cancer and
highlights of his various expeditions.
How to get the most out of your event:
- Make it relevant and topical
- Make it happen at a time convenient to the audience even if
that is late at night or during a weekend
- Do not make it too long and allow time for interaction,
questions and a healthy debate
Always demonstrate the benefit of the particular service/product to
the end user with tangible results
- Demonstrate outcomes and results
- Be professional, be slick and be prepared
- Know your audience and their specialities
- Support the event with relevant print materials for the
audience to take away and consider
- Always include your contact details – many people do not wish
to ask questions in front of peers