Session: The Business of Reinvention: Attendee Needs Analysis - The First Step to Reinvention Presented by: John Folks , President , Minding Your Business, Inc. Date and time: Tuesday, June 25, 2013, 10:00am pcma.org/educon

1. The Business of Reinvention:
Attendee Needs Analysis -
The First Step to Reinvention
John Folks – MindingYour Business, Inc

2. Learner Outcomes:
• Understand why it is necessary to take a strategic approach
to analyzing the needs of your audience.
• Know the smart practices for performing an effective needs
analysis.
• Analyze the data collected to ensure you are making the
best decisions.

3. The business of meetings has moved
from a very linear model…

4. …to a multi-dimensional one

5. WHY?
…Economic challenges
…Technology advancements at the speed of light
…Expanding global markets and more competition
…4 generations of attendees with vastly different needs
…Rising attendee expectations and shrinking personal time
requires
NEW THINKING
“NEW NORMAL”
Welcome to the “new normal” in the world of meetings.

6. “We make adjustments to our annual
meeting every year.”

7. Our micro perspective…

8. Is not giving us the
FULL
picture

9. “prescription before diagnosis”

10. An objective
meeting assessment
requires a mindset
SHIFT

11. EXPECTATIONS
PREFERENCES
NEEDS
DESIRES
MOTIVATORS
Your audience is more diverse…
and so are their needs

12. Customization

13. Market Segmentation
• Dividing groups by common needs
• Designing personalized marketing strategies
to target specific segments, addressing needs

14. Statistically
speaking, they’re all the
same…

15. Geographic Demographic Attitudinal Behavioral Needs
“Customers who
live within 5 miles
of a bank branch”
“Attorneys who are
married “
“Consumers who
are seeking
prestige”
“Customers who
purchase from your
website only.”
“Customer who are
likely to buy a
sports car in the
next three years”
• Member
Location
• Region
• Urban/Rural
• Geo-clusters
• Age
• Gender
• Socio-
economic
group
• Personalities
• Interests
• Lifestyles
• Attitudes
• Class
• Rate of use
• Benefits
sought
• Loyalty
status
• Readiness to
purchase
• Benefits
sought
• Likely
product
purchased
• Forecast
portfolio of
needs
Multi-dimensional Segmentation
Types of Segmentation

16. Benefits of Segmentation
Understand member needs and design your
meetings to meet them = Competitive advantage
Measure success by segment = Course correction
more quickly
Meeting specific needs = Higher satisfaction rates
and member loyalty
Knowing your member = Design and produce a “Must
Attend Event”
Deliver more effective messages that convey specific
benefits that matter to each segment = Higher
response rates
Marketing
Effectiveness
Competitive
Effectiveness
Better Metrics
Member
Satisfaction
Understanding
Needs

17. Non-
Convention
Attending
Members
Students &
Young
Professional
Long-Time
Members
International
Prospective
/ Non-
Members
Newly
Certified
Current Members
Non-Members
Member Segmentation

18. Identify
Segments
Quantitative
Survey
Qualitative
Interviews
Insights &
Implications
Prioritize &
Implement
Do the research…
…and let the data
provide the
roadmap

19. Qualitative Research:
Small group from a variety of key stakeholder groups
Mainly gathered through:
• Stakeholder Interviews
• FocusGroups
• “Shuttle Bus” conversations
It provides:
• Deep insights
• Directional indicators
• Surfaces possible trends and bigger issues
• Information to test & verify with quantitative phase
Potential Pitfall: interviewing only “engaged fans”

20. Mainly gathered through:
• Surveys
It identifies:
• Trends and gaps
• Verification of qualitative research
• Feedback on potential ideas or initiatives
• Opportunity to analyze segmented responses
Potential Pitfall: not asking the right questions
Qualitative Research:
Large sample group representing all stakeholder groups

21. Based on our initial research, we recognized
the need to further segment theYoung
Members - their wants, needs, and
expectations seemed different.
What emerged were two very distinct groups.
Key Finding:Young Members are Diverse

22. Once theYoung Members were further segmented a
very different story started to emerge.
For “InTraining”YMs the
focus is all about education
While for “Practicing”YMs education
is important, networking is definitely
a priority.
Total TotalYOs InTraining
Practicing
YOs
Educational program 1030 384 (1) 146 (1) 248 (1)
Subspecialty Days 735 247 (2) 142 (2) 109
Learn new treatments 690 180 108 (3) 78
Networking - Reconnecting 609 205 102 111 (3)
FulfillCME requirements 577 120 48 73
Exhibition 544 174 71 102
Networking - New 482 215 (3) 82 136 (2)
Location 368 123 52 74

23. How does your meeting compare to:
• other “like” meetings
• your competitive set
What are you benchmarking?
*Data obtained from HCEA Top 50 Largest Medical Meetings.
Competition & Benchmarking

24. •Requires an open mind – challenge your
assumptions
•Objective outsider can be beneficial
•Analysis team make-up
•Prioritize insights
Analysis & Insights
What does all this data mean?

25. Young
professional
International attendee
Female
professional
First timer
Threats…
Which segments are most at risk?

26. Pre-
Event
Day1
Day2
Day3
Post-Event
Registration
Area
Signage
&
Banners
Registration
Packet
Welcome
Reception
General
Session
Opening
General
Session
Lunch
Breakout
Sessions
Lunch
Closing
General
Session
Breakout
Sessions
Pre-Event
Teaser with “In-
Box” Appeal
Pre-Function
Area
Pre-
Function
Area
On-Site
Survey or
Interactive
ARS
Cyber Café &
Streaming Radio
(on line)
In-Room
Welcome
Call
Experiential
Morning
Break
Luminary
General
Sessions
Networking
Reception
In-Room
Welcome
PSA
Experiential
Morning
Break
“In-Box”
Follow-Up
Back at Office
Room
Drop:
Amenity
with
Interactive
Message
How do they experience your meeting?

27. 1. Data told us:
• 37% of your professional attendees are international, 80% are “hosted”
Implications are:
• If/when pharmaceutical laws change, will pose a risk to their attendance.
2. Data told us:
• Growing number of international meetings that compete for time and $
Implications are:
• Convenience and lower cost will attract future international attendees
process business findings assessment research
More focus on your international attendee

28. Solutions:
• Design a “relationship strategy” for international
attendees
• Highlight the Science – all of our research supported
that they most valued the quality of the education
and science they received at the US Annual Meeting
• Create an International Lounge at the Annual Meeting
• Embrace your Global Appeal (and your global guests)
process business findings assessment research
More focus on your international attendee

29. Solutions:
• Continue to build your brand internationally
• Build a 365-day communications plan for international
attendees
• Explore building a relationship with the sponsoring
companies
process business findings assessment research
More focus on your international attendee

30. If you…
…Research before you re-work
…Diagnose before you prescribe
…Understand before you plan
your attendees will …
…think “it’s mine”
when you redesign

32. The Business of Reinvention:
Attendee NeedsAnalysis -
The First Step to Reinvention
John Folks – MindingYour Business, Inc.
john.folks@myb.net
(312)870-7102