In 2020, most conferences, conventions, expos, and trade shows – any large in-person gatherings – were postponed or canceled. Today, many expos and similar events are still not what they once were. People are cautious, still masking up and keeping their distance from others in large-group settings. Healthcare expos and trade shows are no exception.

However, people are also eager to get out and network again – even if they must do so from behind a computer screen. So, what’s the state of healthcare expos and trade shows today? We’ll cover how the pandemic has changed these types of events and what we can expect from them moving forward.

Quick Takeaways:

• Today, many are still cautious of large-group gatherings, while others are eager to get out and network again.
• In 2019, 9,400 B2B trade shows and exhibitions took place in the U.S., contributing $101 billion to the nation’s GDP.
• While virtual events have downsides, they also help decrease our carbon footprint, reduce travel expenses, and offer the convenience that in-person events can’t.
• Some companies saved money they’d otherwise have spent on booths, collateral material, sponsorships, and traveling costs.
• We can expect to see advanced technology and better customer service at trade shows in the post-pandemic world. Event organizers will have contingency plans, stricter health and safety standards, and use hybrid expo models.

How Has COVID-19 Changed Trade Shows and Other Large Events?

It’s no surprise that the pandemic has changed the way many organizations run. The virus has negatively impacted our daily lives and the economy – on an individual, business, and country-wide level. In 2019, 9,400 B2B trade shows and exhibitions took place in the U.S., contributing $101 billion to the nation’s GDP. 

Medical suppliers, like many other businesses, have had to adjust their sales strategies. Companies that share new products with healthcare organizations at trade shows have had to get creative to maintain exposure. Many events have gone virtual, which has been disappointing in many ways, although it also comes with advantages like decreasing each attendee’s carbon footprint, reducing travel expenses, and saving time.

The Future of Healthcare Expos and Trade Shows

According to Forbes, many companies have saved money that they’d have otherwise spent on booths, collateral material, sponsorships, and traveling expenses. Regardless of those savings, trade shows and expos offer participants benefits that might be too good to pass up. 

As a medical supplier at a trade show, you can drive sales by maintaining current customers and selling to new buyers looking for better products. The best part about attending in-person events is talking one-on-one and setting up future client meetings.

Here are several ways trade shows could look different in the post-pandemic world (and how they’ve already begun to change).

1. Advanced Technology

In addition to connecting on social media platforms and using online marketing to promote events, trade show hosts and attendees incorporate new technology to communicate with and impress new buyers. Event organizers use live streaming technology, virtual reality, and other tools to collaborate in innovative ways with participants online.

2. Higher Health Standards

We can expect to maintain rigid health guidelines and regulations, such as not attending events if sick, self-isolating for a set amount of time after being sick, and using hand sanitizer regularly. Remaining aware of potential health threats and implementing COVID-19-specific safety practices may be vital to limit the spread of the virus and avoid future cancellations.

3. Contingency Plans

Businesses now know to think ahead and remain flexible in case something unexpected happens. Considering how a future disaster might affect your event is critical to avoiding a massive financial setback when planning significant events. Organizers may draft stricter contracts and rework cancellation policies.

4. Hybrid Models and Virtual Events

Hybrid events have already become normalized. Many events today offer participants the option to attend either in person or virtually. Hybrid models must juggle in-person and online experiences simultaneously, which may prove complex. Getting remote attendees to feel as involved as those attending face to face can also prove challenging.

Forbes predicts that hybrid models may include educational sessions and webinars that occur primarily online in the future. In-person expos should focus on reaping the benefits of networking. This gives medical suppliers attending live events the opportunity to “up their game.”

Greet people who pass by, so they know you’re approachable. Provide outstanding customer service while maintaining professionalism and proving quality. Prepare what you want to pitch to potential buyers and be ready to set up future meetings to continue conversations after events.

5. Keeping Things Interesting

Running a virtual event may sound simpler than organizing all the logistics surrounding in-person events. But virtual can require just as much work and attention to detail. On top of bringing in suitable suppliers, virtual events must go above and beyond to hold online participants’ attention. Organizers must make the event entertaining, interesting, and deeply engaging. Otherwise, attendees could quickly become distracted and tune out.

Upcoming Healthcare Expos to Consider Attending

Here are several upcoming healthcare trade shows to consider attending or participating in throughout the rest of 2021 and in 2022.

• HLTH Conference: October 17, 2021, in Boston, MA
• HCD Healthcare Design Expo & Conference: October 23, 2021, in Cleveland, OH
• Medical Design and Manufacturing (MD&M) Show: November 3, 2021, in Minneapolis, MN
• Total Health Virtual Global Conference: November 15, 2021
• Biotech Showcase: January 10, 2022, in San Francisco, CA
• Medtrade Conference & Expo: April 4, 2022, in Phoenix, AZ
• MD&M West: April 12, 2022, in Anaheim, CA
• International Biotechnology Meeting & Exhibition (BIO): June 13, 2022, in Boston, MA
• Texas Pharmacy Association Conference & Expo: July 15, 2022, in Austin, TX
• HIMSS Conference and Exhibition: March 2022

Strategic Marketing for Healthcare Suppliers

If you need help with the marketing or promotion for an in-person or virtual healthcare expo, Share Moving Media is here to help. As a leading content creation, communications, and publishing company for medical suppliers – manufacturers and distributors – we provide full-service products and services for our clients. 

We would love to help you increase market share through compelling and timely content your prospects seek. Contact us to learn more.