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Health care execs seek cutback cures

EFFECTIVE TRADE SHOW EXPERIENCE

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Trade show marketing efforts—especially those that create an experience for visitors—are also very effective, said Heather Rosenow, VP-marketing for Derse Inc., a face-to-face marketing agency. “This segment has embraced experiential marketing far above and beyond what we've seen in other industries,” she said. Many marketers in the health care industry, such as those selling medical devices or pharmaceuticals, are subject to regulations limiting what they can give prospects. “Experiential” marketing that is focused on education and stresses the benefits of the product or service encourages message retention, she said. “If you tell me about something, I hear what you have to say,” she said. “But if you show me and I'm immersed in it, I really retain that information and it may impact how I feel.” M
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