On this episode of Healthcare Market Matrix, host John Farkas is joined by Aaron Hillman, an Advisory Board Member at Ratio and the Sr. Director of Global Client and Industry Engagement at Philips. Aaron brings almost two decades of expertise in healthcare IT and client engagement, sharing his insights into the art and science of orchestrating successful event engagements in the healthcare industry.

We explore the crucial elements that make or break event strategies, including the importance of a well-prepared longitudinal plan, securing organizational buy-in, and creating meaningful connections in the market. Additionally, Aaron shares his knowledge on early planning for major events like HIMSS and the necessities of marketing evaluation to understand the true value of these gatherings. We'll also discuss the significance of tailoring product launch strategies, utilizing consistent key performance indicators (KPIs), and fostering purposeful interactions at in-person events post-pandemic.

Join us as we unravel the complexities of event marketing, from building a narrative and driving engagement to communicating effectively within and beyond your organization. Whether you’re a healthcare marketer or a vendor, this episode is packed with actionable advice to help you create buzz, measure outcomes, and ultimately, build strategic partnerships that propel your organization forward. 

Show Notes

(1:24 ) Introducing Aaron Hillman

(6:03 ) Changes in Engagement Post Pandemic

(10:06 ) Aaron’s Backstory and Journey

(16:47 ) Prioritizing and Being Intentional with Engagement

(24:21 ) The Challenge of Aligning Marketing and Sales

(38:31 ) How to Approach Event Planning

(42:31 ) Optimizing Shows for Product Launches

(49:04 ) Closing Thoughts