To say that the annual HLTH event is unlike any other healthcare conference would be a disservice. It is clear from #HLTH2022 that the organizers have purposely designed their event to break from healthcare conference norms. After 4 immersive days at #HLTH2022 here are 6 things healthcare marketers should know about the annual HLTH event.
1. HLTH is more like a tech or innovation festival vs a traditional conference
Right from the time you register, it is easy to tell that HLTH is different. Their website has bold colors and their emails have visual themes that use artistic imagery. When you arrive, you travel down a corridor bathed in lights that match the color theme of the materials. Even the entrance to the exhibit hall is an “experience”.
The amount of creativity, consistency, and careful execution makes it clear that HLTH organizers want attendees and exhibitors to have a branded experience. This alone makes the event feel more like a festival than a standard conference where branding is secondary to the education content.
Speaking of educational content, you would be hard pressed to find a single lecture-style presentation at #HLTH2022. Instead, like many tech festivals, the agenda was filled with panel after panel after panel. Even the main stage sessions (notice they don’t call them keynotes) were fireside chats with a moderator rather than a solo presentation.
More evidence that HLTH is more like a festival:
- There was DJ spinning tunes in the main lobby
- Many sessions were held on large stages inside the exhibit hall
- There were several pitch competitions
- Attendees could not snap enough selfies with the HLTH2022 mascot
- There were massage stations, zen areas, comfortable couches, charging spots, a puppy park, and a workstations in the exhibit hall
- There was an industry party headlined by Ludacris
Note: I am not saying that HLTH is better or worse than other healthcare conferences because it is more like a festival. I’m merely pointing out the difference in style.
2. Count on meeting payers, investors, partners, and startups…but not healthcare providers
Without an official attendee list I cannot be 100% certain, but judging from the name badges and from the dozens of exhibitors I spoke with it was clear that #HLTH2022 was a great event to meet payers, potential investors (VC, angels, deep pocketed companies), technology/service partners, and startups (who might be an acquisition target). However, there were not many representatives from healthcare provider organizations – except for those from the innovation and tech-transfer arms.
The low turnout from provider organizations might have been due to the current economic environment, the resurgence of COVID-19, or the workforce crisis. It may therefore be premature to say that HLTH is not a place to meet providers, but given that HLTH also runs the ViVE event, it’s not hard to see health system CIOs opting for that sister event over HLTH.
3. HLTH offers a great pre-fabricated booth option
Shipping and setting up a 10×20 booth is pain for every event marketer. You either end up with flimsy pull-up banners that make your company look amateurish or you have a great booth that requires an army to put together. HLTH offers exhibitors a third option – a prefabricated booth structure that you can rent and customize with your graphics. It’s a very economic option and it saves a lot of headache.
It was clear at #HLTH2022 that many exhibitors went with this option and it didn’t feel “cookie cutter” at all. I don’t know if exhibitors got design advice from the booth team, but everyone with a prefabricated booth had graphics that were unique and sized properly for the booth structure. If you are going to be exhibiting at future HLTH events, this option is worth looking into.
You can see one of these pre-fabricated booths in the background of this photo:
4. You don’t have to exhibit to have a presence
If you don’t want or need a booth at HLTH, there is an option to just have a meeting room/area. This allows you to have meetings with prospects, partners, and clients without having to leave the show floor. These meeting areas were located on the outside edge of the exhibit hall and were quite busy during the event.
Some meeting rooms had full walls and a door that could be closed. Others were more open with half-height walls and no door.
5. Send people who can talk to the media
A lot of mainstream media outlets and healthcare industry press are at HLTH. Be sure to send representatives [plural] to the event that (a) are comfortable speaking to media; and (b) are authorized to speak on-record. There were a number of companies that missed an opportunity to be featured because they had to first check with their PR team who were not at the event. With so many companies to visit, it is unlikely that a media person will have the opportunity to return later. Make sure you have someone at your booth who can speak on the company’s behalf.
6. Pace yourself
There is a lot to see, do, and experience at HLTH – both during the event hours and after hours. It is easy to be swept up in the energy on the first day. Being in Las Vegas just adds to the all-go atmosphere. By the second day it was clear for some attendees it was going to be a VERY LONG week. Take it easy. Stay hydrated. Pace yourself.
Closing Thoughts
I really enjoyed #HLTH2022. As a marketer I appreciated the effort put into ensuring a that everyone – attendees, speakers and exhibitors – had a memorable experience. I thought the panels were all interesting…although some of the moderators shied away from asking tough/meaningful questions. The variety of companies (startups and established companies, medical devices and digital health) made for an interesting exhibit hall.
I sheepishly admit I spent a lot of time in and near the puppy park…but it was a great area to film interviews…truly!
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