Diversified Furthers Reach Into Health Field
Staff -- Tradeshow Week, 2/14/2005
Diversified Business Communications is expanding its natural and organic products and health care portfolios of tradeshows with a new joint venture and an acquisition — both targeting the alternative medicine community.
The venture was formed to create conferences and exhibitions with New York-based health media firm InnerDoorway, whose Innovision Communications division will support the partnership with content, Accreditation Council for Continuing Medical Education credits and marketing through its peer-reviewed medical journals.
The first event affected by the partnership is the launch of Intl. Complementary Alternative Medicine Expo West (CAM Expo) Oct. 6–9 at the Los Angeles Convention Center. The first semiannual CAM show, CAM Expo East, was held Feb. 12–13 at New York's Grand Hyatt. Between 900 and 1,000 medical practitioners were expected to crowd the showfloor of over 100 exhibiting companies.
Diversified also acquired the London show Complementary & Natural Healthcare Expo from U.K.-based Bluewater Events. The show, next scheduled for Oct. 23–24 at ExCeL-London's Exhibition & Convention Centre, will be produced by Diversified's U.K. division, Full Moon Communications, which manages the collocated Natural Products Europe and Organic Products Europe.
"This is a market that is highly fragmented and emerging. Our goal is to give it a context and a direction," said Megan Forrester, managing director of Diversified's Incubator Group, the Portland, Maine-based firm's tradeshow development and launch arm. "The value proposition is resonating, and we are very excited to expand the franchise."
