Investing in YOUR Success

Jen Borucki | August 23, 2016

How much training does your company require to keep your skill set up-to-date?

Maintaining your knowledge base is critical – but what about your trade show and event marketing partner? Are they investing in the skills needed to ensure your program is the best that it can be?

Recently, I had the ability to expand my knowledge base as it applies to our healthcare clients by obtaining my Healthcare Meeting Compliance Certification or HMCC.

The healthcare industry faces an increasingly complex regulatory environment in countries around the world. Every country is different, but what adds to the intricacy is that rules are applied based on where the attendee is from and not necessarily where the event is located. Are U.K. doctors attending your show in the good ol’ USA? You are bound by their local regulations, not yours.

In the U.S., we often hear mention of the “Sunshine Act” – although the legislation more accurately is referred to as Open Payments. Many industries have faced “Sunshine” legislation over time – the term merely refers to shining light on activities to create a transparent environment.

Open Payments similarly shines light on how healthcare providers are compensated by manufacturers as part of their marketing programs. Speaker honoraria, travel, meals, training, research – anything of tangible value and directed to the healthcare professional needs to be reported on a provider level to the government, which subsequently publishes the data once a year via an online database.

The power pack, pen or ball cap that many industries give away must be reported when it is given to a healthcare professional. Even that cup of coffee or pastry that most exhibitors can provide without consequence must often be documented in a healthcare engagement. A seemingly tiny detail can have a significant impact on perception once those value figures are totaled for each healthcare provider.

But Open Payments isn’t the only consideration our healthcare clients face. There are other voluntary internal and external rules and regulations that truly make each pharmaceutical and medical device manufacturer unique.

Obtaining my HMCC was a wise investment. While my training does not replace the client’s essential wisdom, it does help me make a better contribution to my team in crafting the ideal visitor experience.

So my parting question – is there training or certification that can provide a more effective collaboration between you and your trade show and event marketing partner? If so, encourage them to participate. Knowledge is power. Empower YOUR program!

Jen Borucki, HMCC, is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™. She recently obtained Healthcare Meeting Compliance Certification through MPI.