Dental Industry Meetings - Furthermore, Did You Know?
By Gary W. Price, CEO, of Dental Trade Alliance
In several columns over the last year, I have discussed challenges facing the dental industry with the myriad of dental meetings and trade shows. We all readily admit that there are too many shows. The issue is what to do about it. My last column on this topic generated a lot of questions and comments on what is being done to achieve greater attendance at shows and to encourage consolidation. DTA is using all the legal tools available to improve dental trade shows.
DTA reaches out to dental organizers and attempts to work with them in any way possible. We ask a lot of questions and suggest ways to improve. Is show attendance growing? Are the proper amenities (location, C.E., entertainment, affordable hotels, special events) being offered to attract younger and mature dentists? Are accurate attendance and exhibit hall traffic statistics being captured? Is a meeting offering fresh and relevant programs? Many large dental shows have reached out to DTA and have asked for input. DTA makes recommendations to improve the meeting experience for dental professionals and exhibitors.
We work with organizers and we make suggestions, but the federal law is clear on what DTA cannot do. DTA cannot recommend any collective activity for or against any dental meeting. DTA cannot suggest or infer companies boycott or not exhibit at a particular meeting. The decision to exhibit at any dental meeting must be made by individual companies based on their own objectives and resources. DTA does encourage dental meetings organizers to consolidate. Clearly, exhibitors benefit by buying booth space at one meeting with 15,000 dental professionals vs. three meetings with 5,000 dental professionals.
Where does that leave the industry? DTA continues to work for positive change. This includes better communication with meeting organizers and making the industry aware of new innovations, including RFID badge technology. In an odd twist, the economy is doing its part to affect change. With a downturn in the economy, companies on an individual basis are reassessing dental meetings. Some companies are cutting back employee travel while others reduce their overall footprint at meetings to reflect slower growth or fewer sales.
The most important thing DTA can do is continue to meet with organizers to improve their meetings. Additionally, we will provide companies in the industry with the appropriate tools to make informed decisions about their participation at trade shows.
DTA welcomes your comments and suggestions. If your company is interested in working for positive change within the dental meeting industry, I encourage you to contact DTA and have a representative join the DTA Exhibits Group. This group meets three to four times a year at a number of the larger dental meetings. The Exhibits Group offers a scorecard program to fairly rate dental meetings with benchmarks from past meetings.
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