By John Lavey | Hammock President and COO

Healthcare organizations’ returning to in-person events and conferences is a welcome sight. We have held the opinion that there is a lot you can do virtually, but nothing replaces being with one another for sharing knowledge, building relationships and developing business.

At the same time, there were some savings that groups realized during the pandemic, and the cost structure of virtual events was a line item that was mighty appealing to some. Airfare, hotels, meals and entertainment are all event costs that will come roaring back, along with the benefits of the in-person environment. 

Some healthcare organizations, prior to the pandemic and now, saw the opportunity to continue the conversation with attendees year round through the development of content that was shared long after the booths were taken down. 

Content can be developed during a conference, such as video content from interviews with attendees, speakers and other key persons. Proprietary research can be developed prior to a conference and shared with attendees as part of the programming for the event. Post-event wrap-ups can synthesize the theme of a whole event. South by Southwest spawned a magazine to share the vibe of its event all year. 

When large investments are made into your events, what other ways can you leverage those investments to continue the value of the event?

Image: Getty Images


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