By: Chris Metzger, VP Business Development, Freeman XP

When it comes to making the most of the marketing budget, healthcare marketers are often asked to stretch their budgets to do more. That can pose a challenge when building a congress portfolio to market a product throughout its lifecycle, from building the pipeline pre-launch all the way through keeping a mature product top of mind. 

That’s why it’s key to create a multiyear congress strategy that maximizes the impact of your marketing, allowing you to get your product positioned with the right messaging for the right audience, no matter where you are in the lifecycle.

So how do you get started?

Ask the right questions

When you’re trying to determine what congresses to attend each year, your first goal is to a few questions:

  • Where is this product/molecule in its lifecycle?
  • What is the target audience?
  • What are the goals in participating at congresses?

Once you answer these questions, you’re ready to create a big-picture plan that strategically lines up your company’s goals with your congress marketing goals and allows them to work together.

Determining the purpose of a congress ensures that your marketing meets your product where it is, whether you’re still raising awareness and building buzz or trying to keep the drumbeat going and capturing new market share.

Developing a strategy that always puts you in the right place at the right time allows you to get the most visibility and potential results from your investment.

This is the foundation of a good portfolio plan.

Budget is another big driver when you look at your congress options. Amplifying your marketing investment through smart cost-saving measures allows you to be more flexible without having to break the bank — wouldn’t you rather spend money being able to go to more events rather than having to worry about things like last-minute shipping costs or building new booths from scratch every time? Working with smart solutions like a lightweight, modular booth that can be easily changed based on where you are or what message you’re working with allows you to save on costs but not scrimp on impact.

Line up your strategy with the right events

Next, it’s time to look at your options:

  • Which congresses will fit your needs best?
  • Which ones do you want to invest a little more time, money, and effort in to receive a bigger return on your marketing investment?
  • And most importantly, do they offer the right opportunities to reach target audiences?

As you think through these questions, it is essential to hone in on your audience as much as your own messaging. Why? Focusing on your audience helps ensure that you understand exactly what they’re looking for so that you can match their needs, wants, pain points, and questions with your offerings, and present that in the most likely places they’ll be in attendance.

This simple step can mean the difference between so-so and success.

Creating a solid strategy and portfolio plan that allows you to support your product throughout its lifecycle allows you to get the most for your investment and make the biggest impact on your audiences.

If you want to learn more about how to maximize your ROI and boost your results year over year, then download our insights paper, Optimizing Your Healthcare Event Investment: Developing the Ideal Congress Strategy, for more tips on creating a multiyear congress portfolio strategy that works.