Annual Report: Medical Shows Are Healthy

By Jillian Dauer -- Tradeshow Week, 4/2/2007

It's just what the doctor ordered: Trade-shows in the health care and medical sector continued to show healthy signs across the board last year. According to Tradeshow Week's Annual Medical and Pharmaceutical Show Report, attendance experienced the greatest leap.

After facing a slight decrease of 0.2 percent in 2005, attendance at medical and pharmaceutical shows rose 7.8 percent last year. Net square footage remained stable with a 0.7-percent increase, compared with the 2.6-percent increase in 2005. The number of exhibiting companies rose 2.9 percent in 2006, compared with 0.4 percent in 2005.

Dentists were all smiles as events catering to their industry saw tremendous growth, specifically an 11.4-percent rise in attendance. Organizers attributed the surge to developments in the field, extensive educational programs and continued recruiting.

"New technology and techniques are being developed that dentists need to learn about to be on the cutting edge," said Dr. Leslie Seldin, advisory chairman for the Greater New York Dental Meeting, which experienced a 34-percent increase in attendance last year.

One trend having an impact on the industry is the move toward a computer-based, paperless office. Also, both Seldin and Dr. John Fredricksen, president of the Chicago Dental Society, said the increasing popularity of cosmetic procedures, thanks in part to advances in implants, veneers and whitening techniques, has had an impact.

"Looks are important in today's society," Fredricksen said. The Chicago Dental Society Midwinter Meeting saw an overall 5-percent increase in attendance.

Another factor contributing to the success of dental shows was the focus on dental technicians and the attempt to include them in more industry-wide activities. Because of the Chicago Dental Society's decision to partner with the Natl. Dental Laboratory Assn., more than 500 dental lab technicians attended the mid-winter meeting — contributing to the boost in attendance over previous years.

The Chicago event also saw a 5-percent increase in attendance by dentists alone, which Fredricksen attributes to the quality of the educational program.

The Greater New York Dental Meeting said its educational programs attracted attendees by providing something for everyone, including the dentist, office staff and dental hygienist.

"We take care of everything in the office, from the time they turn the key until you go home," said Executive Director Dr. Robert R. Edwab.

The Greater New York Dental Meeting may have a substantial education component, but the lack of a registration fee didn't hurt attendance figures either.

In the past, the Greater New York Dental Meeting charged non-American Dental Assn. members a registration fee, but members could get in for free. In 2005, the show eliminated registration fees completely.

"Our registration skyrocketed as soon as we did that," he said. "Exhibitors pay so much to come to New York that we will do whatever we can to maximize the showfloor."

A little face time with the industry has also proved successful for both the New York and Chicago meetings. In a continuing effort to draw even more attendees, New York staff members will visit 12 other meetings in such cities as Denver, Dallas, Chicago and Atlanta. Edwab himself will represent the association at five international dental meetings this year, including those in Cologne, Germany, to Milan, Italy.

Cindy Fletcher, managing director, membership and meetings, for the Oregon Dental Assn., used more unconventional methods to drive showfloor traffic at the Oregon Dental Conference. At the 2006 show, association members showcased cars they restored in a car show and displayed their own artwork at an art show. The association's foundation had a drawing for a BMW Z4 Roadster. The show had a 20-percent increase in attendance.

While the Chicago, New York and Oregon shows are held in the same place every year, the American Dental Association Annual Session & World Marketplace rotates from city to city. The 2006 show in Las Vegas saw a 42-percent increase in attendance and a 20-percent jump in exhibitors over the 2005 show in Philadelphia.

But dental shows were not the only successful events last year. Kristina Galloway, exhibit manager for Corcoran Expositions, saw growth in all three of her health care events.

"I do pretty well with booth renewal, which alleviates marketing," she said. Somewhere between 80 and 93 percent of exhibitors reserve their space for the following year's show before the end of the current year's show.

The American Organization of Nurse Executives Annual Meeting & Exposition experienced a 25-percent increase in net square footage and a 27-percent increase in exhibitors. Galloway said while some of the growth was due to securing more showfloor space at Walt Disney World Swan & Dolphin in Lake Buena Vista, Fla., nursing is also an emerging field.