FOR IMMEDIATE RELEASE: August 13, 2002

CONTACT: Jennifer Palcher - HCEA (404) 252-3663

ATLANTA - Physicians overwhelmingly say they learn new things at healthcare exhibitions, and they are more likely to prescribe drugs that have been presented in an exhibition, according to recent research conducted by the Healthcare Convention and Exhibitors Association (HCEA).

The research also indicates that physicians' awareness of pharmaceutical companies and their product brand names increased after visiting a healthcare exhibition. The study, a survey of 197 physicians conducted at the PRI-MED South Conference and Exhibition, Feb. 21-23, in Ft. Lauderdale, Fla., was co-sponsored by and conducted in partnership with PRI-MED and Exhibit Surveys, Inc. Key findings from the survey include:

• Forty-nine percent of physicians said they were more likely to recommend/prescribe a company's drugs after visiting the exhibit hall.
• Eighty percent of the physicians said they learned something new as a result of visiting the exhibits. And these were experienced doctors-the survey sample had an average of 19 years of experience in the healthcare field.
• Physicians spent about 2.6 hours over the course of the meeting in detail time alone-more than they would spend on average in a month of detailing at their offices (2.2 hours).
• Both company and brand awareness increased an average of 7 percent among the physicians polled.

"HCEA is excited to present these research findings, which quantify the positive impact of visiting healthcare exhibit halls on a physician's self-reported intent to prescribe, as well as the learning that takes place there," said Eric Allen, executive director of HCEA. "The healthcare exhibiting industry should be encouraged by these results, which demonstrate, once again, that healthcare exhibit marketing works to accomplish a variety of marketing goals. The return on investment of exhibiting is real."

Physicians were surveyed by phone both before and after the 2002 PRI-MED South Conference and Exhibition. A total of 197 "matched" interviews were completed; the maximum margin of error for the survey is ± 6.5 percent.

A full report on the results of the study has been sent to HCEA members free of charge. The price for non-members is $995. For information on joining HCEA or acquiring the research results, contact HCEA Headquarters at 404-252-3663.

HCEA is the only association solely dedicated to improving the effectiveness of all conventions, meetings and exhibitions for the healthcare industry. HCEA represents more than 700 member organizations involved in healthcare exhibitions and conventions.

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