Top 10 tips to throwing an event healthcare media will actively want to attend

By Beth Cooper

If you build it, they may not come. It’s not enough to just hold an event. In the bustling healthcare industry, media professionals are inundated with invitations to events, launches, and showcases. The higher-profile the media outlet, the more exclusive and cool the events they're invited to, creating a highly competitive environment for capturing their attention. If your brand isn't a household name in the healthcare field, the challenge is even greater—but not insurmountable. 

To entice healthcare media to cover your event, you need to bring something extraordinary to the table. This guide explores how, with a blend of creativity, strategic insight, and a dash of the unexpected, your event can not only garner the interest of the most sought-after media but also provide an engaging, memorable experience for all attendees. 

Healthcare PR or marketing agencies have insight into a broad array of events and industry best practices. We’re happy to share our tips to help you make your healthcare event the must-attend occasion of the year. Let's dive into how you can transform your event into a captivating experience that stands out in the crowded healthcare landscape.

Why it works: First and foremost, innovation is at the heart of healthcare's evolution. A well-done product demo can turn abstract ideas into tangible, exciting experiences.

How to do it: An engaging demo session can captivate attendees and ensure your innovation is the talk of the event. Bonus: use interactive simulations or virtual reality (VR) to bring new medical devices or technologies to life. 

Why it works: Even in B2B health tech, journalists want to write about people and their stories. Emotive narratives connect on a personal level, making your event memorable and meaningful.

How to do it: Incorporate live storytelling or multimedia presentations that showcase patient journeys or transformative healthcare stories. Your marketing agency can help design these sessions to resonate deeply with your audience.

Why it works: In an age of faceless mass marketing, personal touches make invitations harder to ignore and can significantly boost attendance rates.

How to do it: Gold level – opt for handwritten invitations to add a personal, high-touch element to your outreach. Many PR agencies or mail houses offer this service. While it may cost more and require additional planning time, the impact on attendance and engagement is well worth the investment. In any case, reach out individually. Use media relations experts with pre-existing relationships for maximum impact.

Why it works: FOMO is real and exclusivity can be a powerful lure. Something unique can turn your event into a must-attend for the media.

How to do it: Giving media exclusive interviews, behind-the-scenes tours, or first looks at new research or technology makes your event too good to miss. 

Why it works: Relevance is key. Tapping into current healthcare debates can draw attention and provoke thought. Media will be more inclined to cover your event if it contributes to a broader conversation.

How to do it: Host panels or discussions on contemporary issues, making sure to involve thought leaders and experts for a well-rounded debate. 

Why it works: Visuals captivate and communicate. In today’s digital age, visual content reigns supreme. An event that offers visually compelling elements is more likely to be covered and shared across media platforms.

How to do it: Incorporate visually striking elements, such as interactive installations, to encourage people to take photos. A red carpet entrance with a step-and-repeat display is always a nice touch as well.

Why it works: Events that serve as a gathering point for thought leaders, experts, and influencers in healthcare provide rich opportunities for media to gather insights, quotes, and new connections.

How to do it: Let invited guests get a glimpse of who will be attending the event in advance. Implement networking apps or themed zones that encourage interaction among attendees. 

Why it works: Enjoyable, novel experiences can make your event stand out and be more engaging. Think of a professional invite like a contract: they are giving you their time, so you need to provide something valuable to them in return. Sure, it’s work, but the less of a drag you can make it, the more people will come, the longer they’ll stay, and the better the write-ups will be.  

How to do it: Select a venue that excites and surprises attendees, and incorporate interactive experiences that reflect your key messages in entertaining ways. Have experiential and immersive elements, marketed in advance, to pique peak curiosity. 

Why it works: Let’s just be honest. An open bar is a draw. Plus, the most memorable events often engage all the senses, including taste. Transparently, skimping here can also make your brand look cheap.  

How to do it: Try tailoring your catering choices to reflect the theme of your healthcare event. Incorporate an open bar with a selection of themed mocktails and cocktails, each named after aspects of your theme to spark conversation and interest. This approach not only delights your guests but also reinforces your event's messaging in a creative, engaging way.

Why it works: Ongoing engagement ensures your event's impact extends over time.

How to do it: Offering follow-up resources, ongoing access to experts, or related community events can extend the lifecycle of your event’s coverage. This strategy, recommended by PR professionals, keeps the conversation going and strengthens relationships with attendees and the media.

Incorporating these strategies, especially with the expertise of a PR or marketing agency, will not only attract media attention but also ensure your healthcare event provides meaningful, memorable experiences for all attendees.

Disclosure: This article was initially generated with the assistance of Artificial Intelligence (AI), based on the conceptual ideas provided by an individual passionate about creating impactful healthcare events. It was subsequently revised, enhanced, and reworked by a professional in the field to ensure accuracy, relevance, and to infuse it with expert insights. This collaborative approach between human creativity and AI capabilities has enabled us to present a comprehensive guide that addresses the nuances of organizing standout healthcare events.