Post on 14-Feb-2016
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Frank Skinner, HCEA Executive Director
HCEA 2012
STATE of the INDUSTRY
Understanding big picture trends empowers you to make better informed decisions.
Why is this important?
HCEA State of the Industry
Industry perspective from multiple viewpoints
1MeasurableTrends
2Future
Outlook
3IndustryIssues
Measurable Trends
Top 50, Attendance, Exhibits, Space Cost, International
1
Attendance Growth in the Top 50, 2010 to 2011
2.2%professional attendance
5.4%total
attendance
Attendance Growth in the Top 50, 2011 vs .2007
Professional attendance has rebounded to pre-recession levels.
2.7%
Attendance Growth in the Top 50
Professional attendance growth for some, not for others.
8meetings10+ %
5meetings20+ %
Attendance Growth by Meeting Category
Large Meetings: 4,000+ Total Attendee
5%professional attendance
.8%total
attendance
Attendance Growth by Meeting Category
Medium Meetings: 2,000-3,999 Total Meetings
9.3%professional attendance
1.9%total
attendance
Attendance Growth by Meeting Category
Small Meetings: Less than 2,000 Total Attendees
13.5%professional attendance
22.7%total
attendance
Note: There was a decline in the number of meetings reported with less than 200 attendees, likely making the average increases higher than normal.
International Attendance Growth
From meetings with 10,000+ total attendees
1998 23.6%2003 19.9%2008 29.0%2010 23.2%2011 25.2%
*Percentages from 1998 and 2003 include smaller sample sizes and historical estimates by event organizers.
International Attendance Growth
From meetings with 4,000+ total attendees
2010 18.3%
2011 18.9%
• Over 8 events with 50%+ international attendees.• Range from 60% to less than 1%.
Exhibit Hall Growth by Meeting Category
Large Meetings: 4,000+ Total Attendee
.06%net sq. ft.
6.2%number of
exhibits
Note: Exhibit figures have been adjusted from 2007 to 2011 to reflect updated reporting definitions.
Exhibit Hall Growth by Meeting Category
Medium Meetings: 2,000-3,999 Total Meetings
.2%net sq. ft.
15.5%number of
exhibits
Note: Exhibit figures have been adjusted from 2007 to 2011 to reflect updated reporting definitions.
Exhibit Hall Growth by Meeting Category
Small Meetings: Less than 2,000 Total Attendees
Note: There was a significant decline in the number of meetings reported with less than 200 attendees, likely making the average increases higher than normal.
-26%net sq. ft.
20.7%number of
exhibits
10x10 Space Cost by Meeting Category
Space cost increased across all meeting categories.
5%
18.4%
9.5%
Cost per professional attendee
Benchmarking the baseline
Very Large Large Medium Small
$0.21 $0.28
$1.12
$3.12
Medical Meeting Location Trends
2011 and the last five years
Medical Meeting Location Trends
2011 and the last five years
1 Orlando 2942 San Diego 2923 Washington 2704 Chicago 2465 Las Vegas 2306 San Francisco 1937 Boston 1928 New Orleans 1659 San Antonio 131
10 Atlanta 10911 Baltimore 10212 Phoenix 10113 Philadelphia 8914 New York 8815 Denver 8716 Seattle 8617 Scottsdale 7018 Anaheim 6719 Nashville 5820 Minneapolis 54
2011 Top 20 Destinations Top 20 Destinations, Last 5 Years1 Las Vegas 492 Washington 433 Orlando 374 San Diego 345 Chicago 306 San Francisco 287 New Orleans 238 Boston 219 San Antonio 20
10 Scottsdale 1611 Atlanta 1412 Denver 1312 Miami 1314 Baltimore 1214 Phoenix 1216 Minneapolis 1017 New York 917 Philadelphia 919 Columbus 819 Honolulu 8
48%of all reported
meetings in 2011 were held
in the top 20 destinations.
52%of all reported meetings over
the last five years were held
in the top 20 destinations.
Note: Only meetings reported to HCEA are tabulated.
Medical Meeting Timing Trends
When are medical meetings most often held?
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
53
71
117
149 145 147
6455
137
177
88
27
71%of meetings
were held in 6 months: Mar, Apr, May, Jun, Sep and Oct.
2 Future Outlook
What do your colleagues think?
Industry Jobs
Layoffs, Pharma• 61,109 in 2009• 53,636 in 2010• 19,076 in 2011
Layoffs, Health Care/Products• 46,220 in 2009• 28,058 in 2010• 27,373 in 2011
Source: Challenger, Gray & Christmas
Dow Jones Titan Index of Healthcare
Source: Dow Jones
Healthcare Exhibitor Spend Outlook
In 2012 do you anticipate that your needs in the following areas will increase, decrease or stay the same?
Hotel Room Nights
Hospitality Functions
Sq. Ft. of Total Annual Exhibit Space
Custom Built Exhibits
Portable Modular Exhibits
Table Top Exhibits
A/V
In-Booth Multimedia
In-Booth Clinical Experts
Lead Retrieval
Premiums
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IncreaseNo ChangeDecreaseUnsure
Medical Show Organizer Outlook
In 2012, do you anticipate that your primary conference attendance will:
Medical Show Organizer Outlook
In 2012, do you anticipate that the number of your exhibits will:
Medical Show Organizer Outlook
In 2012, do you anticipate that the net square footage of your exhibit hall will:
Future Outlook
What do you see as the biggest challenges facing healthcare conventions in the coming year?
Future Outlook
What do you see as the biggest challenges facing healthcare exhibitors in the coming year?
3 Industry Issues
Existing and emerging trends, concerns and opportunities
Industry Issues
• Exhibit space has been in decline.• Sponsorship is under a magnifying glass.• Concern about reaching the right people.• Need better metrics to make better decisions.• Better options for reporting HCP interactions and better NPI
integration.• Cost of exhibiting makes participation a harder sell.
Company scrutiny of ROI
Industry Issues
• Attendance at large shows is up but that doesn’t mean attendance is up in the hall.
• Better reporting of attendance demographics.
Attendance dynamics; Opportunities
Industry Issues
Can European industry codes impact exhibits and attendance at U.S. medical meetings? Yes
• EFPIA – European Federation of Pharmaceutical Industries and Associations
• EucoMed Medical Technology
Emerging Issues in Europe
Industry Issues
• Supreme Court – What will decision be?• NPI challenges and opportunities• Compliance paralysis?
PPACA, Sunshine and Compliance
Industry Issues
Exhibitors must be even more creative to attract HCPs and provide a stellar learning experience with each booth visit.
More hands-on learning opportunities in the hall.
Better collaboration between show organizers and exhibitors to make the exhibit hall “the place to be.”
Innovating the exhibition experience
The industry is rising to the challenge of re-inventing the medical meeting and exhibition experience.
New era of learning and engagement
Frank Skinner, HCEA Executive Director
HCEA 2012
STATE of the INDUSTRY