CONFERENCE SEASON PREDICTION: the vast majority of booths will say something about “powered by AI.” Healthcare powered by AI. Biopharma powered by AI. AI-powered clinical trials. AI-powered eClinical. AI-powered RCM. AI-powered patient engagement. AI-powered regulatory. AI-powered quality.
Or perhaps it will be a variation of the same thing but around “agentic” instead:
Agentic cloud for healthcare. Agentic bench scientists. Agentic AI for lab informatics. Agentic.... 🥵
Well, you get the point. You name it, they will look and sound the same. Swap one logo and color palette out for another, and the clients at the show wouldn’t know the difference.
The ironic thing is that when I was at BioIT World recently, I asked 3 pharma buyers what they thought about the booth messaging and they all said some variation of having a hard time picking out what the vendors actually do because the message is too generic and/or something vague about AI. One of them also added that when deciding if she wants to speak to a vendor, she only looks for one particular product keyword and ignores anything else on the booth.
Let that sink in for a bit.
I mean, I get it. These companies put so much time and effort into product development, baking in innovative AI capabilities that they are rightfully proud of. So naturally they also want to shout it from the mountain tops.
But your buyers? They just care less. Because that’s not what they are here for. And when, on top of that, they all hear the same thing from every vendor, then you’ve got a mismatch between buyer and seller.
And you just fade away in that noisy and stormy sea of AI vendors. You don’t stand out, you don’t catch anyone’s attention, and worst, you don’t speak to any of their pain points.
We’ve been solving this exact issue with a lot of our clients at Sirona Marketing. It’s one of the things clients are consistently challenged with, and I’ve personally seen how Caitlin La Honta has repeatedly helped solve for them. So much so that she recently created a best practices guide for our own internal use. [I’m sure we’ll publish an external version of it some time.]
In the meantime, if you want to stand out from the crowd for conference season, let us know.
I’m Abdul, the healthcare and life sciences marketer, and co-founder of Sirona Marketing, a dedicated marketing agency for healthtech and life sciences company. If you need help with your marketing or GTM, we can help. If we can’t, we know people who can.
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