Medical

ShowReport

3RD SEMI-ANNUAL EDITION

Trade Show Executive– A SPECIAL REPORT BY –

3RD SEMI-ANNUAL EDITION

–– AA SPECECIAL REPORT BY –

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Oceanside, CA – Medical exhibitions got off the starting line for 2012 in low gear with fl at numbers for both exhibit space and exhibiting companies and a modest 2.6% increase in attendance.

However, medical conferences weath-ered the recession in fairly good shape, and were seen as basically bulletproof moving forward.

Most meetings still provide the cutting-edge research and the required continuing education credits that are a primary draw for attendees. Th ey also remain a coveted business for conven-tion bureaus that are anxious to have thousands of well-heeled doctors packing their hotels, restaurants and local attractions.

Th e trade show component — the bread-and-butter of these events — has been in a bit of a rut in the past few years with the metrics for exhibitor counts and exhibit space holding their own overall, but not showing much in the way of a growth spurt.

“We are facing more competition from other marketing channels, such as the web, virtual events and social me-dia,” said Susan Huff , director of global conventions for Medtronic, Inc., and the 2012-1013 president of the Healthcare Convention & Exhibitors Association (HCEA). “Th ese can complement the face-to-face channel, but we need to

continue to demonstrate the value of actual face-to-face events.”

Physicians and other healthcare professionals appear to see the value of taking a week away from a busy practice to attend a conference. Attendance at the 26 medical conferences surveyed for the Trade Show Executive (TSE) Semiannual Medical Show Report was up 2.6% in the fi rst half of 2012 compared to the same period last year. Exhibitors crept up 0.4%, but exhibit space, in net square feet (nsf), slipped ever so slightly by (0.9)%.

Th e adjusted totals excluded two shows that reported growth or declines in their metrics of greater than 50%. Th at worked out to 2,973,023 nsf of exhibit space sold for fi rst half of 2012, 17,248 exhibitors and 385,472 attendees.

On a per-show basis, the adjusted averages were 123,876 nsf, 719 exhibit-ing companies and 16,061 attendees.

Ten of the 26 shows surveyed by TSE featured 100,000 nsf or more of exhibit space and seven were large enough to land on the TSE Gold 100 roster of largest U.S. trade shows.

Th e smallest conference in the Medical Show Report was the American Academy of Physicians Assistants Annual Meeting in Toronto, which saw its exhibit space plummet (51.5)% to 18,900 nsf. Th e con-ference moves to Washington, DC next year where it could fi nd its niche.

Most Metrics Flat for Medical Meetings in First Half

Crowds Head to HIMSSMoreover, the largest conference in the fi rst two quarters was the perennial Gold 100 event HIMSS 2012. Th e Healthcare Information and Management Systems Society (HIMSS) told TSE that the num-ber of exhibitors at its Las Vegas event grew 6.8% to 1,110 and attendance shot up 18.6% to 37,042. Exhibit space grew a more modest 1.7%, but was still a heft y 468,459 nsf.

“Th e 2012 HIMSS Conference & Exhibition surpassed all previous atten-dance and exhibitor records,” said Karen Malone, vice president, meeting services, for HIMSS. “Our annual conference provides a comprehensive and credible source of education and networking op-portunities in the ever-changing world of healthcare and health IT. Plus, Las Vegas also added to the appeal for many people who come to the conference and then stay to enjoy the host city.”

HIMSS remains an attractive event for vendors in part because the demo-graphics vary somewhat from other con-ferences that primarily draw physicians and researchers. More than half of the HIMSS crowds in recent years have come from the IT sector or are considered C-level executives. And 80% of attendees are categorized as either decision-makers or decision-infl uencers, which makes the potential ROI from face-to-face encoun-ters even more valuable.

Gold 100 MeetingsTh e fi rst half of 2012 was actually not terribly kind to the other Gold 100 shows featured in the Medical Show Report. International Vision Expo East in New York was the only other Gold 100 event to report growth in exhibit space, even though Reed Exhibitions and Th e Vision Council had to work around the renovation work underway at the Jacob K. Javits Convention Center.

“Every disruption brings oppor-tunity,” said Deborah Castor, vice president of shows and meetings for Th e Vision Council. “Reed and Th e Vision Council rose to the challenge when presented with several show fl oor design constraints due to the ongoing construction. In the end, the construc-tion provided us with an opportunity to reinvent International Vision Expo East into a totally re-energized event.”

4 Medical Show Report | www.TradeShowExecutive.com

MEDICAL SHOWS

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Trade Show Executive’s SEMI-ANNUAL MEDICAL SHOW REPORT METRICS

Th e other fi ve all saw their fl oor space decline. Pittcon, which had been on both the Gold 100 and the TSE Fastest 50, cooled off with across-the-board declines, including a (5.3)% decrease in exhibit space to 195,000 nsf.

Growth LeadersTh e American Academy of Neurology Annual Meeting in New Orleans drew double-digit increases in all metrics, in-cluding an attendance increase of nearly 20% to 12,000. Th e conference included a new program of Special Interest Group Symposia, which attendees said was an attractive way to bone up on the latest advances in areas of neurology they did not specialize in.

Th e American Th oracic Society Interna-tional Conference in San Francisco was up 18.8% in attendance to more than 12,000, and the American Psychiatric Association Annual Meeting in Philadel-phia, a hub of the East Coast pharma-ceutical industry, grew its exhibitor roster by 56.6% to 202.

Fair Winds in ChicagoChicago was the leading host city for

medical conferences in the fi rst half of 2012. Th e Windy City hosted four of the events in the Medical Show Report totaling 607,230 nsf. Th e American Society of Clinical Oncology Annual Meeting and the Chicago Dental Society Midwinter Meeting found themselves with solid spots on the Gold 100.

Las Vegas hosted the HIMSS confer-ence and was in second place at 468,459 nsf. Anaheim was third, thanks to the 361,848 nsf at MD&M West.

Second Half Surge?Chicago also promises to be a busy place in the second half of 2012. McCormick Place will again host the Scientifi c Assembly & Annual Meeting of the Radiological Society of North America (RSNA), which has been the largest U.S. medical conference in terms of exhibit space for several years. Projections for the November event are for more than 435,000 nsf and 60,000 attendees. Th e scientifi c program totals an impressive 2,400 papers and posters.

Predictions are also bullish for Medtrade at the Georgia World Con-gress Center in October. Nielsen Ex-

positions sold 90% of its exhibit space before Summer began and was seeing some confi dence among exhibitors in the home medical equipment (HME) sector despite election-year worries about the future of Medicare and health insurance in general.

“Th e strong early bookings showed a cautious optimism among manufactur-ers who know that patient demand in the coming years will be robust,” said Group Show Director Kevin Gaff ney. “Th e numbers are a fi rm indicator that manufacturers are ready and willing to work with HME providers who survive the carnage of competitive bidding.”

Medical shows in general emerged from the carnage of the recession in good working order and have been building up the all-important atten-dance base. Th e next step will be getting the exhibi-tor and exhibit space metrics to move up with more momentum.

Trade Show Executive’s next Semian-nual Medical Show Report examines healthcare events running from July to December and will also include a full year wrap up. It will be published in March 2013. TSE

Continued from page 3

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SEMI-ANNUAL MEDICAL SHOW REPORT

Trade Show Executive

BY CAROL ANDREWS, editor-at-large

AACN National Teaching Orlando 105,200 2.2% 390 6.0% 9,500 est. (1.2)% Exhibit growth was primarily in the

Institute & Critical Care Chicago 102,900 368 9,616 career opportunity section of the

Exposition (NTI) exhibit hall. Attendees were given

American Association exclusive access to AACN PEARL,

of Critical-Care Nurses a collection of evidence-based,

www.aacn.org/nti online tools and resources that

simplify sharing of NTI education

and experiences with peers, staff

nurses and leadership.

AAMI Conference & Expo Charlotte, NC 26,700 4.4% 187 5.1% 2,442 (5.8)% AAMI offered a new app that

AAMI - Association for the San 25,100 178 2,592 allowed attendees to set personal

Advancement of Medical Antonio, TX schedules and an active Twitter

Instrumentation feed with the latest news about

www.aami.org the conference. A new track

was added with sessions

focusing on wireless challenges.

AAPA - American Academy Toronto 18,900 (51.5)% 130 (48.0)% 4,368 (51.2)% 2012 was the fi rst year the show

of Physician Assistants Las Vegas 39,000 250 8,945 was held outside the U.S., which

Annual Conference created signifi cant attendance

American Academy issues. Airfare and hotel prices

of Physician Assistants were higher than ever before.

www.aapa.org

ACC Annual Scientifi c Chicago 161,850 est. (1.0)% 318 est. (2.2)% 19,355 est. (2.0)% New to the show this year:

Session & Expo (ACC.12) New Orleans 163,540 325 19,759 The Heart of Innovation Learning

American College Destination explored the evolution

of Cardiology of the standard of care for coronary

www.expo.acc.org artery disease heart failure, and

the CardioSmart Forum offered

strategies to help patients change

their eating patterns and improve

their outcomes.

American Academy of New Orleans 57,300 25.7% 216 44.0% 12,000 est. 19.8% Growth was due to the return of

Neurology Annual Meeting Honolulu 45,600 150 10,017 the show to the mainland this year.

American Academy The event is a leader in providing

of Neurology neurology-related CME program-

www.aan.com ming for maintaining certifi cation.

American Academy of San Francisco 220,200 (14.2)% 518 (2.8)% 28,109 (10.6)% Space constraints in the facility

Orthopaedic Surgeons San Diego 256,760 533 31,456 resulted in a smaller exhibition

Annual Meeting in nsf. Large island exhibitors were

American Academy of required to downsize by 10% to

Orthopaedic Surgeons 20% and, in order to accommodate

www.aaos.org exhibitors, companies were not

allowed to increase in size over

2011 space.

SHOW INFORMATION 2012/2011 2012/2011 VARIANCE 2012/2011 VARIANCE 2012/2011 VARIANCE 2012 VS. 2011

January - June 2012 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data

TOP

MANAGEMENTS*

� HIMSS� UBM Canon� Reed Exhibitions

� Chicago� Las Vegas� Anaheim

TOP CITIES*

� AAN Annual Meeting� American Thoracic

Society Intl. Conf.� American Psychiatric

Assn. Annual Meeting

GROWTH

LEADERS

BENCHMARKS:

AVERAGE GROWTH

� NSF: (0.9)%� Exhibitors: 0.4%� Attendance: 2.6%

*Based on total nsf

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American Diabetes Assn. Philadelphia 87,400 3.7% 171 (5.5)% 17,891 est. 2.1% Increases in nsf and attendance

Scientifi c Sessions San Diego 84,300 181 17,522 were due to the release of high-

American Diabetes Assn. profi le studies at the show and

www.scientifi csessions. the number of new products intro-

diabetes.org duced. Intl. attendees made up

60% of professional attendance.

American Physical Therapy Tampa 30,324 (2.8)% 270 22.2% 2,195 (20.4)% The event featured the Oxford

Assn Annual Conference National 31,200 221 2,759 Debate, an interactive session

American Physical Harbor, MD with heavy audience participation.

Therapy Assocation Two teams of three professionals

www.apta.org debated an issue of importance

to the physical therapy profession.

American Psychiatric Philadelphia 34,900 9.7% 202 56.6% 11,114 16.5% Through the APA Gives Back

Assn. Annual Meeting Honolulu 31,800 129 9,539 program, the association this year

American Psychiatric Assn. donated more than $13,000 to the

www.psychiatry.org Philadelphia Mental Health Center.

The theme of the meeting was

“Integrated Care.”

American Society of Clinical Chicago 217,300 (3.0)% 5,225 (3.2)% 30,867 (2.0)% The show had several new features,

Oncology Annual Meeting Chicago 224,100 5,397 31,505 including an Industry Expert Theater

J. Spargo Associates, Inc. with hour-long presentations from

www.chicago2012.asco.org industry leaders on the latest in

oncology. Virtual Meeting, included

with registration, allowed attendees

to access sessions using various

mobile devices.

American Thoracic Society San Francisco 44,500 15.6% 201 14.9% 15,230 est. 18.8% There was a record-setting number

International Conference Denver 38,500 175 12,817 of exhibiting companies, including

American Thoracic Society 43 new exhibitors. The show feat-

www.thoracic.org ured new topics, learning formats

and networking opportunities.

AOTA Annual Indianapolis 40,800 (7.2)% 352 (8.3)% 6,453 (15.5)% New this year: Advanced level

Conference & Expo Philadelphia 43,980 384 7,640 educational sessions focused on

American Occupational best practices for the arthritic hand

Therapy Association and adult cognition; greater use of

www.aota.org social media during the event; and

increased green and environmen-

tally friendly efforts.

APTA Combined Chicago 59,300 (10.2)% 469 7.6% 12,939 42.2% There was a record number of

Sections Meeting New Orleans 66,082 436 9,094 attendees, exhibitors and sessions

American Physical at the show. Attendance increased

Therapy Association so much that the 2013 show will

www.apta.org be held in January in San Diego

instead of in February in Nashville.

ASMBS Annual Meeting San Diego 22,700 (3.8)% 110 (8.3)% 3,625 20.8% Attendees were surgeons and

American Society for Kissimmee, FL 23,600 120 3,000 integrated health professionals

Metabolic & Bariatric Surgery committed to the surgical treat-

www.asmbs.org ment of obesity. New this year was

an Integrated Health Expo Center,

a one-day only special expo with

a limited number of exhibitors.

BIO Intl. Convention Boston 180,550 0.3% 2,000 11.1% 16,505 5.6% The show had an unprecedented

Biotechnology Industry Org. Washington, 180,000 1,800 15,626 25,291 meetings to discuss

www.bio.org DC potential partnerships and collab-

orations in the BIO Business

Forum. New this year, Exhibitor

Partnering allowed exhibitors to

host partnering meetings in their

booths. Exhibitors hosted 4,300

partnering meetings at the show.

SHOW INFORMATION 2012/2011 2012/2011 VARIANCE 2012/2011 VARIANCE 2012/2011 VARIANCE 2012 VS. 2011

January - June 2012 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data

SEMI-ANNUAL MEDICAL SHOW REPORTTrade Show Executive

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SHOW INFORMATION 2012/2011 2012/2011 VARIANCE 2012/2011 VARIANCE 2012/2011 VARIANCE 2012 VS. 2011

January - June 2012 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data

SEMI-ANNUAL MEDICAL SHOW REPORTTrade Show Executive

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CDS Midwinter Meeting Chicago 168,780 (0.6)% 697 5.9% 31,169 2.0% Exhibitors came from more than

Chicago Dental Society Chicago 169,820 658 30,565 22 countries, and attendance

www.cds.org remained steady. After an absence,

Live Dental Demonstration TV

was returned to the exhibit fl oor.

The show is the fi rst major dental

meeting of the year where new

products are unveiled.

FDA Florida National Kissimmee, 50,000 No change 299 8.7% 5,597 8.2% The show remained a major source

Dental Convention FL 50,000 275 5,173 of non-dues revenue to support

Florida Dental Association Kissimmee, FL the Florida Dental Association. It

www.fl oridadental included more than 115 continuing

convention.com education courses and dedicated

exhibit hall hours each day of show.

HIMSS Annual Las Vegas 468,459 1.7% 1,110 6.8% 37,042 18.6% New this year were Knowledge

Conference & Exhibition Orlando 460,500 1,039 31,225 Centers that brought together

HIMSS education sessions, exhibitor case

www.himss.org study presentations, exhibit booths,

HIMSS resources and experts on

various subjects all in one area.

Topics addressed included mobile

health, medical device integration,

business and clinical analytics/

intelligence and cloud computing.

Intl. Vision Expo East New York 255,612 7.2% 572 1.8% 23,500 9.3% Professional attendance was

Reed Exhibitions New York 238,377 562 21,508 16,317, a 10% jump from 2011 and

www.reedexpo.com a new show record. There were

132 new exhibitors. A new split

level fl oor plan, necessitated by

ongoing construction at the Javits

Center, exceeded expectations.

Medical Design & Manuf. Anaheim 361,848 (2.0)% 2,053 (5.5)% 46,183 (4.6)% Decision-makers from 14,461

(MD&M) West; WestPack; Anaheim 369,069 2,173 48,428 different company facilities

PLASTEC West; Electronics conducted 156,028 meetings with

West; Pacifi c Design & 2,053 exhibiting companies during

Manufacturing; Automation the 2012 co-located shows.

Technology Expo (ATX)

West; and Green Manuf.

Expo co-located shows

UBM Canon

www.ubmcanonevents.com

Oregon Dental Conference Portland 30,000 No change 215 (18.6)% 5,590 0.1% The event was the concurrent

Oregon Dental Association Portland 30,000 264 5,586 meeting of the ODA, the Oregon

www.oregondental.org Society of Oral and Maxillofacial

Surgeons, the Oregon State

Association of Endodontics, the

Oregon Society of Periodontists,

the Oregon Academy of General

Dentistry, the Oregon Academy

of Pediatric Dentistry, the Oregon

Dental Assistants Association,

The Oregon Dental Executives’

Association, as well as a place

for hygienists and laboratory

technicians from throughout

the northwest to meet.

Continued on next page

SHOW INFORMATION 2012/2011 2012/2011 VARIANCE 2012/2011 VARIANCE 2012/2011 VARIANCE 2012 VS. 2011

January - June 2012 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data

SEMI-ANNUAL MEDICAL SHOW REPORTTrade Show Executive

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Total 3,026,823 17,580 400,954(Sum of all fi gures submitted by show management) 3,070,428 17,565 394,354

Adjusted Total 2,973,023 17,248 385,472(Excludes outliers and shows in which an 2,999,628 17,186 375,870

apples-to-apples comparison is not possible)

Averages 123,876 719 16,061(Based on Adjusted Totals) 124,985 716 15,661

Percentage of Growth (0.9)% 0.4% 2.6%(Based on Adjusted Totals)

DASHBOARD ANALYSIS: Net SF of Exhibits Exhibitors Total Attendance

PITTCON Orlando 195,000 (5.3)% 948 (3.2)% 15,754 (8.4)% 32% of attendees were fi nal

The Pittsburgh Conference Atlanta 205,900 979 17,199 decision makers, 36% recommend

on Analytical Chemistry products, and 8% specify products.

& Applied Spectroscopy

www.pittcon.org

Rocky Mountain Denver 50,000 No change 234 (15.0)% 8,745 22.1% The show enjoyed growth in

Dental Convention Denver 50,000 275 7,163 sponsorship and advertising sales

Metropolitan Denver in addition to a substantial increase

Dental Society in attendance.

www.rmdconline.com

SCCM Critical Houston 25,200 (16.8)% 142 (6.0)% 5,454 (11.5)% There were non-confl icting exhibit

Care Congress San Diego 30,300 151 6,166 hours and poster walk-arounds to

Society of Critical give exhibitors more opportunities

Care Medicine to generate new leads with critical

www.sccm.org care decision-makers. This was

the fi rst time the show was held

in Houston, and based on positive

evaluations from attendees, the

SCCM will re-book the meeting

for Houston next year.

Society of Gastroenterology Phoenix 23,300 (1.7)% 91 (2.2)% 1,997 12.9% The show exceeded budgeted

Nurses & Associates Indianapolis 23,700 93 1,769 registration and revenue goals

39th Annual Course for the fi rst time in fi ve years.

Society of Gastroenterology It also exceeded its budgeted

Nurses & Associates exhibit sales goal.

www.sgna.org

Yankee Dental Congress Boston 90,700 5.1% 460 2.4% 27,330 (1.3)% The show offered three hours of

Massachusetts Dental Society Boston 86,300 449 27,685 non-confl icting exhibit hours each

www.yankeedental.com day. Past research revealed that

97% of the attendees visit the

exhibit hall, 55% visit the exhibit hall

at least three times and 60% use

information obtained at the show

to make purchasing decisions.

Copyright © 2012 by Trade Show Executive (ISSN Number 2151-7568)

September 2012 Issue, 3rd Edition. Semi-Annual Medical Show Report is published by Trade Show Executive

Inc., 1945 Avenida del Oro, Suite 122, Oceanside, CA 92056-5828. ®Trade Show Executive is a registered

trademark of Trade Show Executive Inc. – All rights reserved. Contents may not be reproduced, stored in a

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Copying done for other than personal or internal reference without the express permission of

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