Originally Published MX November/December 2005

TOPSPIN

Toshiba America Medical Systems Inc. (Tustin, CA) created its speakers bureau last year to respond to the need for physicians and other healthcare professionals to understand the latest technology used in diagnosing cardiovascular disease. Currently, the company hosts about 40 events per year, averaging 65 attendees at each event. These events, which cost the company about $15,000 each, can result in significant sales--as much as $5 million or more per event.

Marketing is critical to Toshiba's speakers bureau's success. Initially, the program was marketed internally to the sales department. With the help of an individual who believed in the speakers bureau model and could share results, presentations were made to sales management. Once sales saw the value and started scheduling events, Toshiba's speakers bureau had life.