Posted on March 31, 2025
How to Maximize Your Tradeshow Attendance
Tradeshows can help transform your practice if you know how to leverage them. From discovering technologies that streamline your workflow to forming partnerships that open new revenue streams, tradeshows and events like ASCRS represent concentrated opportunities for growth. But these opportunities don’t just fall into your lap – they must be strategically pursued.
Here’s your roadmap to making every minute and dollar of your next tradeshow count!
Before You Go: Plan Like a Pro
Don’t wait until you’re at the airport to think about your tradeshow strategy. A little prep work goes a long way. Start by setting clear goals for what you want to achieve.
- Are you there to learn about specific new technologies?
- Scout potential vendors?
- Network with colleagues?
Having defined objectives helps you prioritize your time when faced with competing sessions and events.
Most conferences publish their programs weeks in advance, giving you plenty of time to study the agenda. Instead of trying to attend everything (which is impossible anyway), mark the must-attend sessions and build your schedule around them.
It is also worth considering creating a target list of vendors you absolutely need to visit and colleagues or thought leaders you’d like to connect with. This prevents aimless wandering and ensures you don’t miss crucial opportunities.
Maximizing Educational Opportunities
The educational sessions are the meat and potatoes of most medical conferences, but approaching them strategically makes all the difference.
Rather than sticking to just clinical topics, mix in some practice management sessions for a well-rounded experience. While technological innovations are exciting, insights on operational efficiency or marketing strategies might actually deliver faster ROI for your practice.
When taking notes, focus on capturing actionable takeaways.
Ask yourself: “What can I actually implement when I return?”
This mindset transforms passive listening into active planning.
Also, don’t underestimate the value of Q&A periods. This is your chance to get specific advice from leading experts tailored to your unique situation. If you’re hesitant to speak up in a crowded room, approach the speaker afterward with your question, most are happy to chat briefly between sessions.
Networking: Creating Meaningful Connections
The real magic of tradeshows often happens in the spaces between scheduled events. Meaningful connections can be the most valuable takeaway from any conference, but they rarely happen by accident.
Instead of aiming to collect as many business cards as possible, focus on having substantive conversations. Having three meaningful exchanges is infinitely more valuable than 30 superficial ones. Ask thoughtful questions about challenges others are facing in their practices, share your own experiences, and look for genuine points of connection.
Social events provide some of the best networking opportunities in a more relaxed atmosphere. Cocktail receptions, alumni gatherings, and society dinners allow for conversations that go beyond the superficial. These settings often lead to the most fruitful professional relationships.
Don’t leave important meetings to chance. Reach out to key contacts before the event to schedule coffee or meals. These prearranged meetings ensure you connect with high-priority contacts, even when schedules get hectic during the conference.
Social media can enhance your in-person networking. Follow event hashtags and engage with other attendees online. A simple comment like “Loved your question in the femtosecond laser session—would love to chat more about your experience” can lead to valuable in-person meetups.
Making the Most of the Exhibit Hall
The expo floor can feel like a sensory overload, but approaching it with purpose can unlock tremendous value.
Before speaking with vendors, know what specific questions you want answered. Generic conversations rarely yield useful information. Instead, prepare questions like “How does your billing solution integrate with our current EMR?” or “What kind of training support do you provide after purchase?”
While the flashy booths from industry giants naturally draw attention, don’t overlook smaller vendors. Sometimes, the most innovative solutions come from newer companies with less elaborate displays. Their products might offer better customization or more responsive customer service.
For products you’re seriously considering, book dedicated time for in-depth demonstrations. The general expo floor isn’t conducive to detailed discussions. Most vendors will happily schedule time for a focused conversation away from the crowds.
After each meaningful vendor interaction, take a moment to jot down key points about their products while the information is fresh. Note specific features that impressed you, questions that remained unanswered, and any follow-up actions. This simple habit prevents the common post-show confusion of trying to remember which company offered what solution.
Creating Content for Your Practice
Your tradeshow experience can fuel your marketing efforts for months to come if you approach it with content creation in mind.
Document interesting exhibits, sessions (where permitted), and your team’s experience through photos and videos. These visual elements bring your experience to life for staff and patients back home. A quick 30-second video tour of an innovative technology or a photo of your team with a respected thought leader makes for perfect social media content.
Consider conducting mini-interviews with speakers or colleagues. A single compelling question on camera- “What’s the one advancement you’re most excited about this year?” – can yield engaging content that positions your practice as connected to industry leaders.
Sharing key learnings and experiences on your practice’s social channels throughout the event keeps your audience engaged and demonstrates your commitment to staying at the forefront of ophthalmology. These real-time insights feel more authentic than carefully polished marketing materials.
Post-Show Follow-Up: Where the Real Value Happens
The work isn’t over when you board your flight home. In fact, what you do after the show often determines whether your attendance was truly worthwhile.
Within 48 hours of returning, while everything is still fresh in your mind, organize your notes and materials. Sort business cards, annotate brochures, and consolidate your session notes into a coherent format that you’ll actually reference later.
Create a system for reaching out to new contacts and vendors in order of importance. Personalized follow-ups that reference specific conversation points are far more effective than generic “nice to meet you” messages. For high-priority contacts, consider adding value to your follow-up by sharing an article related to your discussion or introducing them to another relevant connection.
Choose a single, high-impact idea you learned and put it into action right away. Immediate implementation of at least one takeaway creates momentum and ensures that something concrete comes from your attendance. Whether it’s a new clinical technique or a front-desk efficiency hack, acting quickly prevents the common pattern of returning to routine without implementing any changes.
Connect with Glacial Marketing or other vendors who can help you implement your ideas more effectively. Ask yourself: “What can I actually implement when I return?” Then, identify which exhibitors offer the support, training resources, or consulting services that align with your most valuable takeaways. This strategic approach ensures you’re not left trying to implement complex solutions on your own.
Finally, assess what aspects of the tradeshow provided the most value to inform your decisions about future events. Was it the educational sessions? Vendor connections? Peer networking? This evaluation helps you allocate your time more effectively at the next conference.
Final Thoughts
Remember, a tradeshow is what you make of it. With intentional planning and strategic execution, you can transform what might otherwise be an exhausting obligation into a catalyst for practice growth and professional development.
The most successful attendees approach tradeshows not as a pause from their regular work, but as a concentrated opportunity to advance their practice goals. So before your next ASCRS or similar event, take time to map out your strategy – your future self will thank you when you return energized with new ideas, valuable connections, and clear next steps.
Turn tradeshow insights into practice growth. Contact the team at Glacial Multimedia to implement the strategies you’ve learned and watch your practice thrive.
