So what do your think about the state of today s dental trade

Transcription

1 feature So what do your customers think about the state of today s dental trade show? Working with our sister publications, RDH and Dental Economics, we polled dentists and hygienists and asked them what they like and don t like about attending trade shows or if they even go to trade shows any more. In all, 588 dental team members (dentists, hygienists, assistants, front office personnel, etc.) responded to our survey. We are only including dentists and hygienists in this article because their sample size was large enough to be representative, in our opinion. Here are some of their answers 2 April 2013PROOFS

2 Front office/office manager 0.0% 0 Dentist s 2 answered question 226 skipped question 0 How many dental conferences/trade shows do you attend per year? 0 4.0% % % % % % 0 6 or more 5.8% 13 answered question 225 skipped question 1 Do you attend any of the following prominent dental conferences? Always Occasionally Seldom Never Rating Yankee Dental Congress 10.6% (18) 10.0% (17) 7.1% (12) 72.4% (123) 170 Chicago Midwinter 14.3% (27) 14.8% (28) 15.3% (29) 55.6% (105) 189 Hinman Dental Meeting 4.7% (8) 9.4% (16) 9.9% (17) 76.0% (130) 171 California Dental Association (Anaheim) 9.9% (17) 7.6% (13) 7.0% (12) 75.6% (130) 172 American Dental Association 14.0% (27) 26.9% (52) 26.9% (52) 32.1% (62) 193 Greater New York 15.6% (28) 12.3% (22) 12.8% (23) 59.2% (106) 179 answered question 222 skipped question 4 During a typical trade show, how much time do you spend in the exhibit hall? I don t go to the exhibit hall 1.8% 4 Less than 1 hour 6.6% hours 17.3% hours 26.1% hours 15.5% hours 11.5% 26 5 or more hours 21.2% 48 answered question 226 skipped question 0 April Dreamstime 2013PROOFS Agency Dreamstime.com 3

3 the state of today s dental trade show Dentist s In your opinion, how important is it to have access to exhibit s In at your professional opinion, conferences/meetings? how important is it to have access to exhibit s at professional conferences/meetings? Very important 63.1% 142 Very important 63.1% 142 Important 25.3% 57 Important 25.3% 57 Somewhat important 9.8% 22 Somewhat important 9.8% 22 Not important 1.8% 4 Not important 1.8% 4 answered question 225 Why do you visit a in conference exhibit halls? Why Choose do you all that visit apply. a in conference exhibit halls? Choose all that apply. answered question 225 skipped question 1 skipped question 1 To get new information on 96.9% 219 products To get new information on 96.9% 219 products Order products 72.1% 163 Order products 72.1% 163 Get samples 68.1% 154 Get samples 68.1% 154 Speaker recommendation 41.6% 94 Speaker recommendation 41.6% 94 Large giveaway or contests 17.3% 39 Large giveaway or contests 17.3% answered question 226 What would help you visit more s than you currently do? Please select all that apply. Specific and exclusive exhibit times throughout the conference Prices and specials you could ONLY get on the show floor Pre-event promotion of giveaways/samples, etc. Opportunity to use answered skipped question question 2260 skipped question % % % % answered question 216 skipped question 10 Survey participants were asked what they liked best about dental product exhibitions, as well as what they dislike. Sample comments of what dentists like best about the exhibit include: Knowledgable sales personnel and the ability to use a product Seeing the new products and receiving show special pricing I need to touch items that I will handle all day at work Keeping up on new products and being able to handle them and sample them first hand. Getting to use the products and to ask the reps exact questions Seeing new products and services and technical info on products I use or am interested in. Opportunities to see new equipment, try new materials, and get samples of these new products. Discuss problems with the vendors in person. PEOPLE ARE MUCH BETTER THAN S AND TEXTS. 4 April 2013PROOFS

4 Opportunity to use 79.6% the state of today s dental trade show Dentist answered question s 216 skipped question 10 CE credits 30.2% 67 Speakers/specific topics 37.8% 84 Exhibits 32.0% 71 If the exhibit hall is not the main reason, is it still a high priority for you to spend some time there? Yes, I will always stop by for at least a brief visit No, my plans for dental conferences do not allow for the time to be spent in the exhibit hall. No, unless I need to consider buying a product or service, I do not even consider visiting the exhibits 10 answered question 222 skipped question % % 1 5.2% 11 answered question 210 skipped question 16 What are the reasons you might not visit a? Please select all that apply. Pushy salespeople 72.9% 161 The is too crowded 67.0% 148 I am ignored/bad attitude of representatives 51.1% 113 No samples 20.4% 45 Not enough time 47.1% 104 Not enough special offers 16.3% 36 Negative comments from a speaker Cannot afford to even daydream about making a purchase of that product 14.0% % Sample comments about things dentists do not like about exhibit halls include: I hate the exhibit hall. I like going to specific companies and s to look at specifics and not be pushed. If the salespeople push, I walk away. It has been 5 or 6 years since I bought anything on an exhibit floor. The best thing is socializing with my friends that happen to be in there. Vendors who try to keep you even if you politely try to excuse yourself. The salespeople have gotten cheap and have attitudes. This last CDA in Anaheim was the worst ever... and I go every year. Salespeople who forcefully engage visitors out of. Every manufacturer always say their products are the best. Without proper data, one can never be sure. Aggressive time-wasting salespeople answered question of 7 skipped question 5 April 2013PROOFS 5

5 Dental hygienist 100.0% 259 Front office/office manager 0.0% 0 Hygienist s answered question 259 skipped question 0 3 How many dental conferences/trade shows do you attend per year? 0 3.9% % % % % % 2 6 or more 3.9% 10 answered question 257 skipped question 2 Sample comments of what dental hygienists like best about the exhibit include: Do you attend any of the following prominent dental conferences? Do you attend any of the following prominent dental conferences? Rating Always Occasionally Seldom Never Rating Always Occasionally Seldom Never Yankee Dental Congress 11.7% (22) 8.5% (16) 4.8% (9) 75.0% (141) 188 Yankee Dental Congress 11.7% (22) 8.5% (16) 4.8% (9) 75.0% (141) 188 Chicago Midwinter 10.2% (20) 9.2% (18) 8.7% (17) 71.9% (141) 196 Chicago Midwinter 10.2% (20) 9.2% (18) 8.7% (17) 71.9% (141) 196 Hinman Dental Meeting 6.8% (13) 6.8% (13) 7.8% (15) 78.6% (151) 192 Hinman Dental Meeting 6.8% (13) 6.8% (13) 7.8% (15) 78.6% (151) 192 California Dental Association 7.2% (13) 7.2% (13) 3.3% (6) 82.3% (149) 181 California Dental (Anaheim) Association 7.2% (13) 7.2% (13) 3.3% (6) 82.3% (149) 181 (Anaheim) American Dental Association 8.5% (17) 20.1% (40) 11.6% (23) 59.8% (119) 199 American Dental Association 8.5% (17) 20.1% (40) 11.6% (23) 59.8% (119) 199 Greater New York 8.3% (16) 8.9% (17) 4.7% (9) 78.1% (150) 192 Greater New York 8.3% (16) 8.9% (17) 4.7% (9) 78.1% (150) 192 answered question 254 answered question 254 skipped question 5 skipped question 5 During a typical trade show, how much time do you spend in the exhibit hall? During a typical trade show, how much time do you spend in the exhibit hall? I donʼt go to the exhibit hall 1.2% 3 I donʼt go to the exhibit hall 1.2% 3 Less than 1 hour 10.2% 26 Less than 1 hour 10.2% hours 28.5% hours 28.5% hours 24.2% hours 24.2% hours 18.8% hours 18.8% hours 11.7% hours 11.7% 30 5 or more hours 5.5% 14 5 or more hours 5.5% 14 answered question 256 answered question 256 skipped question 3 skipped question 3 Demonstration of products, and the ability to see and try products in my hand before purchasing. Learning new information (either new products or new techniques, or even refresher information about the products that we already use). It would be great if the sales reps would say... did you know that this or that product... can be used... or help... or the specific ingredient... or why it is unique and how that product is superior compared to the others. Learning about new products and the opportunity to talk to reps; where I live we never have reps visit our office. Getting to see new products and having questions answered about how to use products better. Nice time to ask a rep specific questions about products, especially if I am having difficulty using them at work. I like having the opportunity to see new products and get information from the reps. Samples are great since they let you try the product before buying. It s easier to get your doctor to buy new products if you can use them first. 6 April 2013PROOFS

6 the state of today s dental trade show Hygienist s In your opinion, how important is it to have access to exhibit s at professional conferences/meetings? In your opinion, how important is it to have access to exhibit s at professional conferences/meetings? Very important 59.3% 153 Very important Important 27.5% 59.3% Somewhat important Important 11.6% 27.5% Somewhat important 11.6% 30 Not important 1.6% 4 Not important 1.6% 4 answered question 258 answered question 258 skipped question 1 Why do you visit a in conference exhibit halls? Choose all that apply. Why do you visit a in conference exhibit halls? Choose all that apply. To get new information on To get new information products on products skipped question % % 249 Order products 52.7% 135 Order products 52.7% 135 Get samples 89.8% 230 Get samples 89.8% 230 Speaker recommendation 32.0% 82 Speaker recommendation 32.0% 82 Large giveaway or contests 23.0% 59 Large giveaway or contests 23.0% 59 What would help you visit more s than you currently do? Please select all that apply. Specific and exclusive exhibit times throughout the conference Prices and specials you could ONLY get on the show floor 15 answered question 256 skipped question % % 119 Sample comments about things dental hygienists do not like about exhibit halls include: The size of the exhibit floor at large meetings Having sales people who are not knowledgeable about our profession Often times, I am ignored because I am not a dentist. I am the person in my work place that has direct influence on the products we use in our office. Always crowded at s and a lot of attendees are rude Time spent waiting to talk to reps at the busier s Awkward layout of hall, I would prefer more like products corralled together for comparison. When there are no samples, just a lot of paper/pamphlets to read. Pre-event promotion of giveaways/samples, etc. 58.2% 139 Opportunity to use 76.6% answered question 239 skipped question 20 April 2013PROOFS 7

7 Opportunity to use 76.6% 183 the state of today s dental trade show Hygienist s 31 answered question 239 skipped question 20 CE credits 64.4% 163 Speakers/specific topics 21.7% 55 Exhibits 13.8% 35 answered question 253 skipped question 6 If the exhibit hall is not the main reason, is it still a high priority for you to spend some time there? Yes, I will always stop by for at least a brief visit No, my plans for dental conferences do not allow for the time to be spent in the exhibit hall. No, unless I need to consider buying a product or service, I do not even consider visiting the exhibits % % 3 3.6% 9 answered question 249 skipped question 10 Rude and pushy sales people with seemingly preconceived attitudes about RDHs Crowds around a that prevents me from talking to a rep The exhibit hall is too crowded for the limited time that I have available. The waste of paper/flyers that is forced on everyone. Give us a card and a website Recently visited several prominent vendors at a conference and was dissatisfied with uninformed reps at the s who could not answer my basic product questions! I have 38 years experience and felt like I should be selling to them The worst part of the exhibit hall is the crowds and/or the poor attitude of reps. I hate it when I try to ask a rep about their product and they act uninterested. Without information, I cannot ask my practice to invest in their products What are the reasons you might not visit a? Please select all that apply. Pushy salespeople 52.0% 131 The is too crowded I am ignored/bad attitude of representatives 81.7% % 148 No samples 40.5% 102 Not enough time 42.1% 106 Not enough special offers 11.5% 29 Negative comments from a speaker 5.6% 14 Cannot afford to even daydream about making a purchase of that product 15.5% answered question 252 skipped question What is the BEST thing about spending time in the exhibit hall, in your opinion? 8 April 2013PROOFS Respons e Coun t

8 2 of 7 Front office/ office manager 3.3% answered question 540 skipped question 48 OVERALL s How many dental conferences/trade shows do you attend per year? 0 3.6% % % % % 32 Overall responses 5 1.0% 6 6 or more 6.2% 36 answered question 584 skipped question 4 Do you attend any of the following prominent dental conferences? Do you attend any of the following prominent dental conferences? Rating Always Occasionally Seldom Never Rating Always Occasionally Seldom Never Yankee Dental Congress 11.6% (50) 10.9% (47) 6.0% (26) 71.5% (308) 431 Yankee Dental Congress 11.6% (50) 10.9% (47) 6.0% (26) 71.5% (308) 431 Chicago Midwinter 13.5% (63) 14.4% (67) 10.5% (49) 61.6% (287) 466 Chicago Midwinter 13.5% (63) 14.4% (67) 10.5% (49) 61.6% (287) 466 Dentist Dental assistant Dental hygienist Front office/ office manager 41.9% % % % answered question 540 skipped question 48 Hinman Dental Meeting 6.9% (30) 8.5% (37) 8.7% (38) 75.9% (330) 435 Hinman Dental Meeting 6.9% (30) 8.5% (37) 8.7% (38) 75.9% (330) 435 California Dental Association California Dental Association (Anaheim) (Anaheim) 9.7% (41) 8.5% (36) 5.7% (24) 76.1% (322) % (41) 8.5% (36) 5.7% (24) 76.1% (322) 423 How many dental conferences/trade sh American Dental Association 13.7% (65) 24.4% (116) 18.3% (87) 43.6% (207) 475 American Dental Association 13.7% (65) 24.4% (116) 18.3% (87) 43.6% (207) 475 Greater New York Greater New York 12.4% (55) 12.4% (55) 11.3% (50) 11.3% (50) 8.1% (36) 8.1% (36) 68.2% (303) 68.2% (303) answered question answered question skipped question skipped question During a typical trade show, how much time do you spend in the exhibit hall? I donʼt go to the exhibit hall 1.2% 7 Less than 1 hour 7.5% or more 1-2 hours 23.8% hours 24.3% hours 17.6% hours 10.6% 62 5 or more hours 14.9% 87 answered question 584 skipped question 4 April 2013PROOFS 9

9 the state of today s dental trade show OVERALL s In your opinion, how important is it to have access to exhibit s at professional conferences/meetings? In your opinion, how important is it to have access to exhibit s at professional conferences/meetings? Very important 61.9% 361 Very important Important 61.9% 26.2% Somewhat Important important 26.2% 10.3% Somewhat important Not important 10.3% 1.5% 60 9 Not important 1.5% 9 answered question 583 answered question 583 skipped question 5 skipped question 5 Why do you visit a in conference exhibit halls? Choose all that apply. Why do you visit a in conference exhibit halls? Choose all that apply. To get new information on To get new information on 96.7% 559 products 96.7% 559 products Order products Order products 58.3% 58.3% Get Get samples samples 78.2% 78.2% Speaker recommendation 35.8% 207 Large giveaway or contests 20.8% answered question answered question skipped question skipped question What would help you visit more s than you currently do? Please select all that apply. Specific and exclusive exhibit times throughout the conference 35.9% 197 Prices and specials you could ONLY get on the show floor 55.0% 302 Pre-event promotion of giveaways/samples, etc. 49.5% 272 Opportunity to use 74.9% answered question 549 skipped question April 2013PROOFS

10 Opportunity to use 74.9% the state of today s dental trade show OVERALL s answered question 549 skipped question 39 CE credits 46.5% 263 Speakers/specific topics 29.7% 168 If the exhibit hall is not the main reason, is it still a high priority for you to spend some time there? Yes, I will always stop by for at least a brief visit No, my plans for dental conferences do not allow for the time to be spent in the exhibit hall. No, unless I need to consider buying a product or service, I do not even consider visiting the Exhibits 23.9% 135 exhibits 37 answered question 566 skipped question % % 7 3.8% 21 answered question 551 As a side note, babes are overall not well received by our survey respondents. The pretty women that some exhibitors hire also have a negative affect with at least one dental hygienist. Hiring models to work in the s, she wrote. Not only are most dental hygienists women, I would guess half of dentists are now women. I had a patient who while in my chair received an from her modeling agency to work [a national dental conference] this year. She has a great smile but knows nothing about dentistry. skipped question 37 What are the reasons you might not visit a? Please select all that apply. Pushy salespeople 61.1% 348 The is too crowded 73.7% 420 I am ignored/bad attitude of representatives 55.8% 318 No samples 29.6% 169 Not enough time 42.8% 244 Not enough special offers 13.2% 75 Negative comments from a speaker 10.2% 58 Cannot afford to even daydream about making a purchase of that product 18.6% answered question of 7 skipped question What is the BEST thing about spending time in the exhibit hall, in your opinion? April 2013PROOFS 11