Strategically Speaking ... Yes, Exhibit Houses Should Understand Audience Insights in the Healthcare Sector

Who do you usually spend a great deal of time with when you go to the "doctor's office"?

Often, our primary interactions are with nurses and physician assistants (PAs) who ask us questions and delve into our symptoms and make note of our comments, aches, and pains. In today's evolving healthcare landscape, the roles of nurses and PAs in treatment decisions are significant, even if they don't always prescribe treatments. They are "treatment influencers," playing a critical part in patient care.

Why Is an Exhibit House Writing About This Change?

At Poretta & Orr, we pride ourselves on thinking beyond booth design. We offer strategic advice to our clients, which requires a deep understanding of their audiences. And believe it or not, recognizing the vital roles that nurses and PAs play in healthcare is essential for creating effective marketing messages and attracting the right audience to exhibit booths.

Recognizing the Contribution of Nurses and PAs

In our research, we've discovered that many nurses and PAs feel overlooked or excluded from marketing messages. Statements like "Talk to your physician for more information" can be offensive, as they leave out these crucial healthcare providers. One nurse on a recent webinar was very vocal when she expressed frustration over this exclusion. She and many of her colleagues on the webinar were highlighting the need for more inclusive messaging.

The Right Terminology Matters

Respecting the professional titles of nurses and PAs is crucial. Referring to them by their correct titles—nurse practitioners and physician assistants—acknowledges their education, roles, and contributions. The American Association of Nurse Practitioners (AANP) suggests the following acceptable terms for describing healthcare providers:

·??????? Primary care provider

·??????? Health care provider

·??????? Health care professional

·??????? Advanced practice provider

·??????? Advanced practice clinician

·??????? Prescriber

·??????? Delivering Effective Marketing Messages

To connect with nurses and PAs, your marketing campaigns must show that you understand and respect them. Inclusion in your ads will make you stand out, when appropriate. And remember, we recognize that this may not always be the case but being sensitive to this approach, when appropriate, will increase engagement and drive better results for your marketing efforts.

So again, why does an exhibit house care about this?

At Poretta & Orr we are a strategic partner. As an exhibit house, our goal is to provide strategic advice that helps our clients succeed in an exhibit or event setting. Understanding the evolving roles of healthcare professionals like nurses and PAs is a crucial part of this process. By respecting their roles and strategically developing inclusive messages, our clients connect with their audience more effectively and create successful exhibit experiences.

Remember, in this changing landscape, recognizing and honoring the roles of all healthcare professionals is not just respectful—it's essential for impactful marketing.

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For more information, please be sure to reach out to a member of the Poretta & Orr team.

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