How do pharma companies determine their conference exhibit halls marketing budgets?
Specifically curious on quantitative data used to determine budgets, ie how the math maths.
Recently was at a medical conference. I get that you want something sexy to draw people to your booth, but some were SO over the top that it made me ill, especially when I would love to prescribe some of these drugs but my patients can’t afford them. We’re talking not thematically related driving simulators, a car, basketball arcades…etc.
Some had expensive setups but were somewhat more justifiable - eg one drug was extra with the plush carpet but it was eye catching and the VR headsets were educational for me and by extension patients. Another had a neat house set about detecting bronchiectasis.
I know they’re doing it to attract doctors to sell their products. But is their evidence that somehow a driving simulator is going to sway a prescriber more so than an educational VR headset?
Like keep the 12ft dragon but maybe drop the giant tree and use that budget for coupons to give patients discounts on their products?
And secondarily…this conference specifically mentioned trying to reduce their carbon footprint. Can conferences tell companies in their exhibit halls to tone it down?