By Tom Schramski, PhD, CM&AA
Volume 2 Issue 23, November 10, 2015
Professional trade shows, with their exhibition halls and rows of service and ware booths, are in the midst of profound change. Attendance is dropping dramatically at many of these national events as we enter a new age of marketing, especially in the healthcare arena. Why is this happening and where are we headed?
Here are a few insights based on our international experience:
The growing beliefs that time is more precious than ever, that value depends on transparent data for efficacy, and that personal decision-maker contact is the key to successful transaction are fueling a re-thinking of marketing in the healthcare field. This is amplified by the innovation and disruption currently underway.
Forward-looking trade associations and conference organizers are embracing this truth and responding to it with new opportunities for their exhibitor customers. Those who don’t will become the dinosaurs of our generation in the natural evolution of the healthcare marketplace.
Tom was the Founder and Managing Partner of VERTESS. He was a Certified Merger & Acquisition Advisor (CM&AA), consultant, and Licensed Psychologist with over 35 years of very successful national experience in the healthcare marketplace, including co-founding and building a $25 million behavioral health/disabilities services company. Tom represented sellers and investors across the healthcare spectrum and was recognized for his executive leadership in the 2005 Entrepreneur of the Year issue of Inc. Tom passed away in December 2018.