Planning Your 2027 Healthtech Events Calendar: What to Keep, What to Cut, and How to Stand Out

Oct 13, 2026

47:29

Digital Health & Health Tech Health IT Global Health Healthcare Business & Marketing

Episode Description

If you run events in healthtech, this time of year means two full-time jobs: finishing 2026 and planning 2027. So I brought in people who do this every week.

Robin Moritz, Senior Event Manager at InterSystems, has run their trade show program for almost 20 years and handles around 60 events a year. Liat Kozuch, Field Marketing Lead at Hyro, runs more than 40 activations a year with a two-person team. My Health Launchpad colleague Amy Hamilton, a 20-year health IT veteran, joins me as co-host for the first time and leads most of the conversation.

We dig into the questions every event marketer is asking right now. How do you decide which shows to keep and which to cut? How soon can you judge whether an event worked? How do you stand out at HIMSS when Epic and Philips are next door? And how do you get people into your booth who actually matter to your sales team, not just a pile of badge scans that go nowhere?

Robin explains how InterSystems went from 85 shows to 60, and how hosting a reception at the College Football Hall of Fame turned a quiet show into one where people remembered them. Liat shares how she turns her booth into a "carnival" of micro-events, why she would rather take the stage alongside a health system customer than pitch alone, and how the Call Dropper game lets CIOs feel the exact pain Hyro solves. You will also get practical tools, low-budget booth ideas, and a strong case for putting marketers on the show floor.

If you are building your 2027 events calendar, this episode is a masterclass.

By the way, on Thursday, October 22, Hyro will host its third annual Care OnCue™ Summit, a free, one-day virtual event for health system leaders shaping the future of patient access and operations.

Across 20 sessions, more than 50 speakers from leading U.S. health systems, including AdventHealth, Sutter Health, Inova Health, UPMC, and Kaiser Permanente, will share what is working now and the practical lessons leaders should carry into their 2027 planning.

Can’t attend live? Register to receive access to the session recordings following the event.

Event and meeting tools

Jifflenow (Robin): Trade show meeting scheduling and analytics, now part of Cvent.
Popl (Robin): Event lead capture with badge scanning, AI data enrichment, and CRM sync.
Salesforce and HubSpot (Robin): The CRMs she mentioned integrating with Jifflenow.

Planning and project management

monday.com (Robin, Amy, Liat): Cloud-based work management platform.
monday.com connector for Claude (Liat): The setup Liat described for turning voice notes into Monday tasks and briefs. The connector is based on monday MCP, uses OAuth authentication, and respects existing monday.com permissions.
Miro (Liat): The visual whiteboard she uses to map the full event calendar.

Events and venues mentioned

Guest companies and resources

Patient Journey Pioneers (Liat's podcast): Hyro's podcast featuring insights from leading healthcare executives on emerging techn, digital acceleration, and patient journey strategy.
Hyro Care OnCue™ Summit (Oct 22)

If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.

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