FOR IMMEDIATE RELEASE:

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

ATLANTA - Attendees at the Healthcare Convention & Exhibitors Association's (HCEA's) fourth annual Healthcare Exhibit Marketing Summit, held January 24 in Philadelphia, PA, explored such topics as the results of a proprietary study about trends in event marketing and incorporating exhibiting into a marketing plan.

One hundred participants, the largest group to date for an HCEA Summit, gathered at the Sheraton Suites Philadelphia Airport to discuss issues including event strategy, the role of exhibit marketing in healthcare product management and designing events to maximize return on investment.

Michael Westcott, Executive Director of Marketing, The George P. Johnson Company, released results from his company's proprietary study "Trends in Event Marketing 2001-2002." According to the study, 47 percent of the companies surveyed said that event marketing provided the greatest return on investment when compared to other marketing strategies. Also, almost 40 percent of the companies polled said that they expect their event marketing budgets to increase.

Two afternoon workshops concentrated on the relationship between exhibit marketing and product management. During the session entitled "Integrated International Marketing . . . The Role of Congress Exhibiting in Product Management," Janine Smith, Senior Manager, Exhibits and International Professional Events, and John Otero, Manager, Product Management/HIV Franchise, both with Merck, looked at exhibition management as a key promotional tool for educating physicians and influencing prescribing habits.

Also, the afternoon panel discussion, "Working with Product Mangers: How to Build Team Spirit," gave attendees the opportunity to ask panelists about an exhibit manager's duties as part of a marketing team. The panel comprised four industry experts: Sue Jones, senior account manager, Poretta & Orr, Inc.; John Doyle, director, Marketing Communications-Respiratory Therapeutic Area, AstraZeneca; Jim Hladnik, manager, Convention Marketing, Abbott Laboratories; and Chad Maxwell, manager, Exhibits, Medtronic Sofamor Danek.

HCEA would like to thank the companies who sponsored the 2002 Exhibit Marketing Summit. Gold Sponsors for the event were Sho-Aids, Inc. and Sparks Exhibits & Environments, and President's Circle Sponsors were Czarnowski Exhibit Service Specialists, Display Presentations, Ltd., Live Marketing and The H.B. Stubbs Company.

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.