MARKETING
noticeable within the medical industry where a virtual audience. Virtual events became the new normal and to think that virtual attendance won’t continue after the crisis ends is unrealistic.
sons the industry learned was that while virtual will always be an important part of any robust We now know -
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I foresee a digitalization of business in any sector and therefore also in the dental sector. The formulas on how to economically support 'the virtual exhibition space' and 'quality virtual events' probably already exist, but I am convinced that there will be a phase of great reshaping of the parameters in the coming times. To all this we must add the possibility of a physical encounter. This can always be done with some basic rules. It will not be drugs or vaccines that will provide psychological security. In times of uncertainty, it will be calm, common sense, personal and social hygiene that will make the difference. Growing knowledge on the SARS CoV-2 virus and on the COVID-19 disease - and this will also be true for any virus unknown today but tomorrow ready to hit man and his biological, economic, political, and social environment - will lead to the modulation of basic behaviors and the selection of appropriate care. When all this shall be considered and when we will put 'health above wealth', nothing and no one forbids organizing a real meeting of people. …The fact is that we have to train to be 'remote live instructors' and 'remote live controllers'. The control guarantees the passage of information; it must never become, nor be perceived as, an instrument of the 'blaming philosophy'.
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To say that the year that has just ended has been a whirlwind would be an understatement. In a matter of days, live events and conferences that had been planned months ahead were suddenly cancelled or postponed... and the storm is all but
your audience.
well, virtual events can lead to more immersive (content) experiences for attendees, offer lon-
1 2021
tual event is the only option, so attendees can
ity content. Make sure that all your speakers and moderators are prepared to be recorded and to speak in front of a camera and that their the event.
ations where an in-person event will be the most
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tention spans online will need to be taken into make sure that it will translate well over video. Incorporate live polls or Q&A to keep virtual attendees involved. Your virtual attendees may they may only be able to join the event for an hour or two at a time. Make sure that most of your content is offered on-demand so that they can access it at a more convenient time. tal events offer marketers an unprecedented opportunity to vastly expand audiences and trans-
to consume your event content year-round, you ally improve your event.
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