Running Big Events That Convert at Scale

Big events like HIMSS and VIVE are the biggest single investment for many health tech marketing companies. They serve many needs, but there is always an expectation of a positive ROI from them.

In this week's episode, I go deep with two highly experienced and brilliant health tech marketers on their strategies for creating highly engaging events that deliver strong results: Lea Chatham, VP of Marketing at Heidi Health, and Aaron Bours, CMO at Hyro.

Lea and Aaron talk candidly about how they set goals before they touch a single tactic, how they decide which events are worth their time and money, and why experiential activations only work when they are genuinely connected to your brand message. They also get into the execution mechanics that most teams skip: the pre-event outreach, the lead capture systems you run during the show, and the follow-up discipline that determines whether an event was actually profitable.

They both end up in the same place: in healthtech, especially when you are selling into enterprise health systems, relationships are the one thing that protects you when things get hard.

Key Topics Covered

• "(00:00:00)" -- Introduction
• "(00:03:00)" -- Theme 1: Start with goals, not tactics
• "(00:05:00)" -- Theme 2: Event selection discipline
• "(00:08:00)" -- Theme 3: Experiential as brand expression
• "(00:12:00)" -- Lea on Heidi Health's branded Uber activation at ViVE
• "(00:16:00)" -- Theme 4: Creativity within constraint
• "(00:17:00)" -- Theme 5: Intimate beats massive
• "(00:20:00)" -- Theme 6: Pre, during, and post
• "(00:24:00)" -- How Lea scales pre and post-event systems
• "(00:26:00)" -- Theme 7: Relationships as durable ROI
• "(00:29:00)" -- Five key takeaways and closing thoughts

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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