ECCMID Booth Evaluation

Transcription

1 ECCMID 2016 Booth Evaluation A market report by data information intelligence GmbH June 2016

2 AGENDA PROJECT BACKGROUND 3-6 EXECUTIVE SUMMARY 7 KEY RESULTS 9-21 Planned Booth Visits Reasons & Actual Visits Booth Factors and Memorability Overall Congress Behaviour 20 Survey Comparisons APPENDIX data information intelligence GmbH

3 PROJECT BACKGROUND data information intelligence GmbH

4 Project Objectives and Methodology Project Objective Methodology Capture the feedback of attendees of the 2016 ECCMID Commercial exhibition to: Identify which booth was most memorable and understand why Understand factors and aspects that visitors priorities and value Compare strengths and weaknesses of the different booth concepts Improve future booth planning and design Use marketing budgets more effectively dii developed the research questionnaire in English with mainly closed questions Ø Interview length: min Onsite electronic data entry with tablet PCs; dii staff provided support if respondents had difficulties with questions Blind survey: respondents did not know the sponsors of this project Recruiting: we did not realize interviews the first day of the exhibition. All respondents have been asked if they already spent sufficient time in the exhibition and would be able to answer questions on several booths Sample: 98 respondents completed the surveys and passed our quality criteria Information: Becton Dickinson did not have a booth at ECCMID 2016 in Amsterdam data information intelligence GmbH

5 Sample Demography I Organizations (N=98) Jobs / Titles (N=98) 10% 12% 8% 5% 2% Hospital laboratory 29% Hospital (other departments) Physician in practice Other Governmental organization Manufacturers 8% 12% 7% 3% 2% 1% 4% 29% Physician Biologist Student / PhD student Lab manager Consultant Others Lab technician 14% 20% Independent lab Marketing / consulting agency 13% 21% CFO / CEO Pathologist Quality manager Other organizations (10%): University labs (N=8), biotechnology company Other job titles (7%): data analyst, professor, nurse Manufacturers: we excluded exhibitors, but not visitors from other companies without own booths data information intelligence GmbH

6 Sample Demography II A total of 98 interviews was conducted USA N= 1 (1%) Western Europe N=44 (45%) Italy (14), France (5), Germany (1), Switzerland (2), Ireland (1), Finland (1), Spain (5), Denmark (4), Netherlands (3), Portugal (3), UK (3) Africa N= 10 (10%) Egypt, Algeria, South Africa, Nigeria, Eastern Europe N= 21 (22%) Romania, Greece, Slovakia, Croatia, Hungary, Bulgaria, Russia, Poland Middle East N= 11 (11%) Israel, Iran, Lebanon, Saudi Arabia, Turkey Brazil N= 2 (2%) APAC N= 8 (8%) Australia, India, South Korea, Indonesia data information intelligence GmbH

7 KEY RESULTS data information intelligence GmbH

8 Planned Booth Visits Q: Prior to the start of this congress, which exhibitor booths did you specifically plan to visit? (please list the top 4), N = 96 Merck MSD 12% 16% 8% 36% biomérieux 14% 10% 24% Bruker Daltonik 8% 4% 8% 20% % of Respondents Pfizer Europe 6% 8% 4% 18% Planned to visit particular booths 48% Astra Zeneca 10% 2% 12% No plans to visit specific booths 52% Seegene Roche Astellas Abbott 2% 8% 4% 6% 8% 2% 2% 8% 10% 10% 10% 10% About half of the visitors have planed to visit particular booths (decline from %) Most often planned booth to visit was Merck MSD, followed by biomérieux and Bruker Beckman Coulter 2% 6% 8% Siemens Healthcare 2% 2% 2% 6% Qiagen 4% 2% 6% Cepheid 4% 2% 6% BioRad 2% 2% 2% 6% Angelini 2% 4% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% Lab people Physicians Others data information intelligence GmbH

9 Reasons for Booth Visits Q: Why did you plan to visit them? Please rate the following choices from 1 to 5 with 1 being the least and 5 being the most important, N = 48, on average 2 booths planned New product launches Demonstrations of particular products Because of their symposium posters Meet peers colleagues acquaintances Meet representative discuss about contract Nice gifts Meet current distributors suppliers Food drink offerings Find new distributors suppliers Reasons to plan booth visists 3,7 3,4 3,1 3,1 3,0 2,6 2,6 2,3 2,3 1 1,5 2 2,5 3 3,5 4 Reason to visit Merck MSD (N=14) biomérieux (N=11) Pfizer Europe (N=9) New product launches Demonstrations of particular products Meet representative discuss about contract Find new distributors suppliers Meet current distributors suppliers Meet peers colleagues acquaintances Food drink offerings Nice gifts Because of their symposium posters Booth average Bruker Daltonik (N=8) data information intelligence GmbH

10 Actual Booth Visits Q: Among the following booths, which one did you already visit? (multiple choice of 28 presented booths), N = 98 biomérieux Astra Zeneca Roche Pfizer QIAGEN Seegene Merck MSD BioRad Abbott Astellas Bruker Daltonik Luminex Cepheid Beckman Coulter Thermo Fisher Scientific Copan Italia BioFire Diagnostics Siemens Healthcare Hologic Gilead Diasorin R-Biopharm Basilea Pharmaceutica Accelerate Diagnostics EliTech Philips Curetis Other booths Most often visited booths 38% 37% 36% 35% 30% 30% 30% 27% 26% 24% 22% 21% 20% 15% 14% 11% 11% 11% 11% 9% 9% 8% 6% 3% 3% 14% 48% 58% 0% 10% 20% 30% 40% 50% 60% 70% % respondents that actually visited the booth at the time of the interview data information intelligence GmbH

11 Most Memorable Booths Q: From the booths you have already visited, what are the three most memorable? N = 88 biomérieux (19) Merck MSD (21) Bruker Daltonik (21) Seegene (17) Qiagen (10) Astra Zeneca (14) Roche (11) Copan Italia (WASPlab) (8) Abbott (8) BioRad (8) Gilead (6) Cepheid (6) Illumina (6) Siemens Healthcare (6) Angelini (4) Astellas (4) GenMark Diagnostics (2) Beckman Coulter (2) Alere (3) Thermo Fisher Scientific (2) Hain Lifescience (2) EliTech Group (2) Hologic (3) Basilea Pharmaceutica (2) Accelerate Diagnostics (2) represents N 9,9 8,7 8,7 7,8 7,2 6,6 5,7 5,4 4,8 4,5 3,0 3,0 3,0 2,4 2,4 2,4 2,1 2,1 2,1 14,1 12,9 17,7 22,5 21,6 20,1 Memorability Score: includes the following weightings for 1 st, 2 nd and 3 rd place: 200%-120%-80% 0,0 5,0 10,0 15,0 20,0 25,0 Memorability score data information intelligence GmbH

12 What Makes a Booth Memorable Q: When you have to evaluate the memorability (or quality) of a booth, how important are the following criteria to you. Scale from 1 (unimportant) to 10 (most important), N=81-93 (Factors where rated at least 81 times and up to 93 times) Helpfulness 7,7 Demonstrations of products Documentation materials Easiness to talk to representatives Ease of access New product launches 7,5 7,3 7,3 7,1 1 Products & Booth Representatives General message 6,8 Instruments display Booth concept, meeting area Design, Decoration 6,7 6,5 6,0 2 Booth Design / Concept Location 5,7 Gifts, Gimmicks Food, Drinks Booth size 5,6 5,6 5,1 3 Size, Location, Gifts data information intelligence GmbH

13 Booth Evaluation Q: For three of the booths you mentioned in question 4 as the most memorable ones, how would you evaluate the following aspects in terms of Memorability/Quality? Please rate from 1 to 5 where 1 means not memorable at all/low quality and 5 means very memorable/high quality helpfulness attractiveness of products documentation materials ease to talk to representatives general message booth concept, meeting area instruments display design, decoration location gifts, gimmicks food, drinks booth size biomérieux (N=18) Merck MSD (N=20) Memorability Score Bruker Daltonik (N=20) Legend Seegene (N=16) above average Qiagen (N=9) factor average Astra Zeneca (N=11) below average Roche (N=8) Abbott (N=5) BioRad (N=7) Cepheid (N=5) Illumina (N=6) Siemens Healthcare (N=6) Factor average biomérieux (2016) (N=18) Within each column (factor) the average is white. Booths above average are highlighted in green, below average in red. biomérieux (2015) (N=17) Benchmark Dx (N=9 / N=82) Benchmark Pharma (N=2 / N= 31) Reading Example: The average factor for Location for all booths is 3.4. The rating for location of the Cepheid booth is 3.8 and thus better than the average data information intelligence GmbH

14 Booth ratings open answers open Q: Overall; why was this booth most memorable to you? What could this booth improve for the next congress? Booth Memorability score biomérieux 22.5 Merck MSD 21.6 Overall reasons for memorability N Suggestions for improvements Interesting lab instruments and set-up, friendly specialists, interesting technologies and relevant products, nice bar service/coffee, layout and gifts, device demonstrations 11 6 Location and size, attractive and educated representatives, good demonstration of instruments, new products, interactive documentation, games 14 7 show more products and offer more information leaflets, increase sitting area and space in general, gifts more (educational) materials Bruker Daltonik 20.1 discussions with application specialists, Maldi-Tof technology, intersting products/technology, already using their product, planning to buy product, Aspergillus 10 5 Seegene 17.7 Photo session gimmick, attractive colorful booth design, 13 7 Qiagen 14.1 Astra Zeneca 12.9 good gifts, nice and helpful representatives, good products and useful presentation, relevant information 10 6 clear meassage, good coffee offer, ease of access, attractive booth 5 0 have more application specialists/representatives available display real products, advertise new products, provide educational materials increase space, gifts, interaction with representatives n.a. Roche 9.9 Abbott 8.7 Amazing design, offered gifts, prodcuts, size of booth and display of numerous new platforms, sitting area 4 clarity of conveyed message, provided answers and ideas for visitor problems 2 0 provide some food and not only water n.a. Copan Italia (WASPlab) 8.7 Plans to buy WASPlab, relavant products, potential use for lab 3 0 Bio-Rad 7.8 Magician to attract visitors, materials, good conversations 5 3 Cepheid 6.6 relevance for routine testing, new GeneXpert, mannequin, food, relevant products and helpful answers by representatives and colleagues 4 2 Illumina 5.7 Interest in MiSeq, search for collaboration 2 0 n.a. Siemens Representig was helpful and informative, products n.a Healthcare n.a. more space and meeting area, show real products increase space, attract more people by ads data information intelligence GmbH

15 Booth Staff & Visitor Attention Q: Did you talk to a representative at the booth? Did you receive documentation, marketing materials, product brochures? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 71% 42% 58% 53% 63% 65% 67% 57% 57% 33% 29% 60% 80% 80% 67% 67% 47% 60% 80% 78% 44% 20% 82% 71% 67% 61% 60% % talked to representative at the booth % received documentation, marketing material, product brochures data information intelligence GmbH

16 Memorable Lab Solutions Q: Please list the top 5 laboratory solutions that caught your attention at this exhibition with 1 being the most interesting product and so on. Manufacturer % mentioning manufacturer Solutions Bruker Daltonik (N=13) 31% Maldi-ToF (Bacterial ID), (N=8) Reasons Applicable to respondent's lab, Interesting product Roche (N=8) 19% Molecular Diagnostics, Pathogen ID, PCR Need to improve micorbial ID biomérieux (N=6) 14% Bacterial ID, Maldi-ToF Applicable to respondent's lab Abbott (N=4) 10% RT-PCR products n.a. Copan Italia (N=4) 10% WASP, Digital Palte Readers Seegene (N=4) 10% Multiplex technology Complexity Hologic (N=3) 7% Panther system n.a. Liofilchem (N=3) 7% EnteroPluri Test ease of use, cost, size QIAGEN (N=3) 7% Respiratory panel n.a. Accelerate Diagnostics (N=2) 5% Microbiology products Interesting Product Applied Maths (N=2) 5% BioNumerics, SNP typing Interesting Product Interesting Product, Applicable to respondent's lab Bio-Rad (N=2) 5% Whole genome MLST Applicable to respondent's lab Cepheid (N=2) 5% GeneXpert Omni Noticed during lectures/sessions before visiting Curetis (N=2) 5% Unyvero Interesting product, Nice booth and representative EliTech Group (N=2) 5% ELITe InGenius Fully automated MolDx Miacom Diagnostics GmbH 5% respifish Pathogen ID, Interesting product data information intelligence GmbH

17 APPENDIX data information intelligence GmbH

18 Appendix 3: Wordcloud Memorable Solutions N=9 data information intelligence GmbH

19 Appendix 4: Overall Congress Rating Q: To close the interview please rate your overall appreciation of the whole congress from 1 to 5 with 5 being the best: average rating: 4.2 (1-5* scale) (N=93) Average Rating: 4.2 (1-5* scale) (N=93) 5 38% 4 45% 3 16% 2 1% 1 0% 0% 10% 20% 30% 40% 50% data information intelligence GmbH

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