Using Data Analytics to Boost Your Life Sciences Event Marketing Strategy

September 15, 2022 Array Team


Events in healthcare are thriving again after a period of stagnancy due to the global health crisis. Further, the advancements in health technology and research are contributing to its prevalence. Fierce Healthcare shares that some major healthcare events this year including the American Hospital Association Annual Meeting, the Annual World Health Care Congress, and HLTH 2022. These are all events focused on improving healthcare and its future.

In line with this increase in healthcare events, you might be organizing your own. While there is a lot of preparation included in event planning, one thing you must not forget is a solid marketing strategy. In fact, LHH found that marketing is the heart of business success because it increases your revenue, attracts new customers, and helps you get noticed. This is even more important when holding events because you’ll need to secure attendees. Fortunately, there’s one thing that can help you with marketing: data analytics. To know how exactly, keep reading below.

It provides necessary data to help market your event

Data analytics involves examining data to discover new information and patterns beneficial in making decisions. When planning for an event, you need to know who will be attending, how many people are interested, and what you need to do to ensure their attendance. Baseline Mag believes that these benefits make data a game changer for marketing. For instance, holding an interest check allows you to prepare for a certain number of attendees and their demographic. If data reveals that many doctors are attending compared to nurses, you are able to adjust the event’s marketing to target more nurses and balance the scales. If many interested people seem to be coming from a particular city or state, you can focus your marketing strategy there.

Overall, data analytics helps you prepare for an event by learning what specific changes to make to your marketing strategy. From here, you can boost attendance and interest.

It presents attendee engagement during the event

When you’re holding a healthcare event, there’ll most probably be several activities involved. There may be multiple speakers, a few activities, and a number of different event segments. Finding out how many people participated in each portion through data analytics supplies you with attendee engagement levels. For example, finding out that the number of attendees for a prior speaking segment outweighs those of a prior activity portion gives you time to promote or market activity sessions more during the event.

This way, you’ll get a better chance of having equal numbers of attendees per event segment. In the end, there’s a stronger feeling of a successful event because you were able to encourage many attendees to participate in every part of it.

It can be used to improve future events

After a healthcare event, there will be certain details that you’d want to improve for the next ones. These may include promoting the event more, targeting a wider medical audience, or adding more segments for better engagement. In these cases, data analytics can help you make precise decisions on what to change. Our article entitled ‘Putting the Puzzle Together’ notes that data analytics allows you to make an updated strategy for future events. Information and metrics collected after the event can show you what aspects need improvement and how much. Take for example the difference between the number of people who were interested in attending compared to the actual number of attendees. This gives you insight into the way you marketed the event and how it can be improved for next time.

As healthcare events start to occur again, having a good marketing strategy is a must to ensure the success of your own events. With data analytics, you will know how to do just that to better promote the event before, during, and after it happens.


Article written by Ruth Janelle

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