by Caitlin Schmierer
April 09, 2024
While many organizations are still adapting to the expectations of in-person events following the global pandemic, associations, professional societies, and communities serving the healthcare industry are encountering unique challenges reaching pre-COVID attendance levels. One of the main reasons is the continued shortage of key healthcare facility personnel, such as nurse staff and essential healthcare workers, and the new restrictions facilities are placing on time away from work. Many healthcare organizations are also experiencing budget cuts and may be de-priotitizing incorporating the expenses associated with conferences, including travel.
These circumstances are making it more difficult for healthcare organizations to attract attendees to their events, which ultimately impacts sponsor and exhibitor participation. When associations face budget shortfalls due to the unexpected low performance of an event, program advancement and mission impact is hindered. There is no simple fix to improving your association’s event attendance, but your organization can consider the following tips when it comes time to shape the event strategy.
Evaluate key performance indicators (KPIs)
Analyzing KPIs provides valuable insights into event performance, including attendee engagement, speaker involvement, sponsorships, and revenue generation. Financial metrics are crucial for measuring event success, and benchmarking against industry standards like your event’s Net Promoter Score (NPS) can further enhance your evaluation. Use these findings to regroup with volunteers and your staff team to discuss strengths and areas that may need enhancing.
Reassess the purpose of convening
In-person events traditionally serve as vital opportunities for networking and expanding knowledge through educational offerings. Given the decline in both the number of events and healthcare professionals’ ability to engage, it is essential to adapt your organization’s planning process to meet the needs of today’s attendees. Ensure a thorough understanding of past successes and consider new ways to reignite interest and participation.
Be practical about the state of your industry or profession
Recognizing the reasons behind the decline in your organization’s events and healthcare professionals’ limited attendance is crucial. You can adapt to changing attendee preferences and expectations by leveraging insights from related industries and organizations. For example, you may consider changing the length of your event or the daily schedule and offerings. It is also vital to be realistic about your organization’s goals and what you can achieve through your next event. Set realistic growth goals and build attendance incrementally. To serve as a framework for establishing these goals, be sure your organization consistently stays informed about the latest attendance trends and revenue strategies to identify opportunities for innovation and growth.
Tap into outside expertise
Often an objective viewpoint can help shine new light on a situation. By leveraging a community of like-minded peers, association leaders can gather advice, exchange ideas, and share solutions that allow an organization to be more creative and innovative. Working with a professional services, event, or creative company may be a worthwhile investment.
As a professional services company serving associations, Smithbucklin has a unique opportunity to leverage the experiences and expertise of multiple organizations addressing similar issues, whereas standalone associations may have more generalized staff resources. If your association has a need to efficiently manage limited resources, a specialized resource or outsourced service may be an option to help with a short-term project, provide subject-matter expertise, or offer a new perspective.
Caitlin Schmierer is in Event Services at Smithbucklin.
Caitlin Schmierer
(she/her)
Event Services
Smithbucklin