Using life science events to promote your latest launch: 5 key considerations

Hannah Roe
By Hannah Roe

Life science events season is well underway so hopefully, you’re in the midst of organizing your team presence and commercial objectives for each event (if not, it’s time to get planning…).

Events like Boston Biotech Week, CPHI Worldwide, Interphex, and BIO-Europe, to name a few, offer fantastic opportunities for businesses to showcase the latest capabilities and profile sector expertise. 

Bringing together thousands of people from across the world, events offer the perfect melting pot to meet potential customers, partners, and investors.

A plethora of ways to profile your business

Whether you’re looking to launch a new facility or profile your leadership team, there are a wide range of activities to consider. 

Our sector experts talk about this in our Events Unveiled eBook, but here are just a few ways you can ensure your name hits the headlines:

  • Host a networking event with key industry publications
  • Secure a stand in the exhibition hall
  • Launch a digital campaign including geo-located ads
  • Secure a calendar of PR opportunities for key thought leaders

Proper preparation is pertinent 

It’s important to remember that using life science events to promote your organization requires careful planning and preparation. 

These campaigns can be complicated and take time to develop the strategy and KPIs, so it’s important to start early and have a clear plan. 

Here are five things life science marketers should consider to get the most out of events:

  1. Set clear goals:
    • Figure out what you want to accomplish at the event and outline the key indicators to determine success
    • Make sure your goals fit with your overall marketing and commercial goals
  2. Plan in advance:
    • Start planning at least six months before to give your team enough time to put the plan into action
    • Sign up for event mailing lists to know when booth booking and speaking opportunities become available 
  3. Know your audience:
    • Research the key personas attending the event, and tailor your message to target them to maximize results
    • Understand the problems they face and how your latest launch or industry expertise could solve them, then distill this into your messaging
  4. Make time for ideas:
    • Planning well in advance gives your team more time to ideate on innovative ways to convey your message and help you stand out from competitors
    • Take inspiration from outside of the life science industry, as often the best ideas come from a new perspective
  5. Work with the media:
    • Secure press coverage in the run-up to events in prime publications to create a buzz before the event halls are even open
    • Prep your team members taking part in speaking opportunities or media interviews  so they are confident about the key points to cover

Become a life science events expert with our eBook – Events Unveiled: A step-by-step guide to mastering life science events

If you’ve read this article and want to jump into event planning, get in touch with the ramarketing team to see how we can support you. 

Our experts will listen to your challenges, seek out exciting opportunities, and work with you to develop an event promotion strategy that will be the talk of the town!

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