Launch Pads

Originally Published MX May/June 2003

BUSINESS PLANNING & TECHNOLOGY DEVELOPMENT

For medtech companies set to launch new products, professional conferences and trade shows provide a key element of the marketing mix.

Renee DiIulio

Professional conferences and trade shows are facing tough times—terrorism, travel concerns, and other threats are taking a serious toll on the industry. The recent cancellation of the annual meeting of the American Association for Cancer Research (AACR) due to concerns about severe acute respiratory syndrome (SARS) presents an example of the types of issues show organizers must consider.