Marketing Masterclass: Why Physicians Come to Your Exhibit

Abstract

This paper presents research findings about what makes physicians come to exhibits during a medical conference, things that make them stay inside the exhibit longer and the importance of each of these elements to the exhibit marketing programme. The paper includes research about categories of promotions that generated recall as well as physician perceptions about sponsorships at medical events. Note: the study was conducted with US-based attendees at US-based medical conferences. Research time-frame: 2003–05.