NO TRADE SHOWS, NO PROBLEM
Field sales representatives are likely to never have the same access to clinicians as they had in the past prior to the Covid-19 pandemic. Tradeshows have been canceled or modified for the foreseeable future. They were already an antiquated and dying platform for launching product and training clinicians. Due to the nature of shows being owned primarily by societies, the technology platforms for lead capture and follow-up will continue to be disparate from one show to another.
Tradeshows and societies are trying to pivot and create virtual versions of their tradeshows. Experience from the MedTech industry indicates that the deadlines and various content requests from these societies are unrealistic and will continue to create disparity. MedTech is left with a broken model applied to a digital platform that will be short lived and constrained to a particular event.
The MedTech industry is primed for taking ownership of a modern option that will provide perpetual access to their OWN platform. MedTech may now launch virtual events and product demos for their diverse customer populations and even provide virtual product in servicing at their leisure.
Owning and controlling the client experience through the Virtual Experience Center is more relevant than it ever has been. The Experience Center idea has been around for decades with large capital equipment manufacturers providing VIPs, customers, and prospective customers the opportunity to walk through the latest in technological advancement with a brand experience.
The pandemic has forced customers and prospective customers to become comfortable with virtual and hybrid communication platforms. All organizations today will benefit from shifting from an in-person Experience Center to an evergreen Virtual Experience Center. The VEC will live in perpetuity for all product demos, technology visualization and corporate communication.