Diabetes and cardiometabolic buyers continue to make major decisions face to face – at scientific congresses, payer conferences, and provider events. We turn that investment into qualified pipeline through a program designed around who is actually there and what happens afterward.
The Problem
A booth gathers badges, not pipeline
Renting space, scanning badges, and handing out swag generates a list of names that rarely turns into anything because there is no plan for who to target or what to do next. In a category where a single payer or provider relationship is worth a great deal, that is enormous spend with little return. Event marketing has to be built around specific target accounts and follow-through, not booth traffic volume.
The people you need to meet will not come to your booth
The payer decision-maker, the influential clinician, and the KOL who shapes opinion are busy and selective, and they do not browse the exhibit hall. Companies that rely on foot traffic never reach them. Winning at these events requires deliberately orchestrating the meetings that matter, not waiting for the right person to happen by.
Scientific and commercial events demand entirely different plays
A clinical congress rewards evidence, data presentations, and KOL engagement, while a payer or employer conference rewards economic proof and commercial conversations, and treating them the same wastes both. Teams that run one generic event motion underperform at both types. The program has to match the play to the specific event and audience.
Without a follow-up system, the entire investment disappears
Most of an event's value is realized in the weeks after it, yet many companies drop the leads into a CRM with no sequenced follow-up and the momentum dies. All the cost of showing up is wasted at the exact moment it could pay off. A structured post-event motion is not optional – it is where the pipeline actually gets made.
How We Support You
We begin by selecting events based on economics, not habit – identifying which congresses, payer conferences, and provider events actually bring your target payers, clinicians, and KOLs into the room – connected to the [growth strategy](/services/strategy/). This keeps event spending from becoming a reflex and directs it toward genuine opportunity.
We design the program around target accounts and coordinated meetings. Ahead of the event, we identify the specific people worth engaging and arrange the conversations that matter, ensuring value does not rely on booth traffic. Intentional meeting orchestration is how we reach buyers who never wander the exhibit hall.
Through our [marketing](/services/marketing/) practice, we tailor the play to the event. Scientific congresses receive an evidence-and-KOL motion, payer and employer conferences use an economic-proof-and-commercial motion, and every event is built around what its audience truly values instead of a generic booth presence.
We treat follow-up as the center of the program, not an afterthought. A sequenced post-event motion is built before every event begins, allowing meetings and leads to become qualified pipeline in the following weeks rather than languishing in a CRM. This is where most of the return materializes.
Through our [measurement](/services/measurement/) practice, we connect event spending to meetings held, opportunities created, and pipeline influenced, helping you invest in events that genuinely produce deals. Events that collect badges without generating pipeline are cut rather than repeated from habit.
We do not book a booth and simply hope. We create a field program that converts in-person events into coordinated meetings and qualified pipeline.
What we deliver
- Event selection based on where target payers, clinicians, and KOLs actually are
- Target-account plans with orchestrated meetings booked before the event
- Distinct plays for scientific congresses versus payer and commercial events
- A sequenced post-event follow-up motion built before each event
- On-site engagement designed around the buyers who matter, not foot traffic
- Measurement tying event spend to meetings, opportunities, and pipeline
In diabetes and cardiometabolic health, an event's value is not the booth – it is having the payer, clinician, and KOL together in one room. Winning companies arrange the important meetings in advance and execute sequenced follow-up afterward, while everyone else scans badges.
Our Methodology
Our 90-day sprint transforms event spending into a pipeline program instead of a booth habit. Days 1-30 center on strategy: we choose events according to where your target buyers actually gather, create target-account plans for each, and establish the separate plays required for scientific and commercial events. This phase concludes with an event calendar and account strategy.
Days 31-60 develop the motion. Before each event, we arrange the meetings worth holding, shape on-site engagement around the buyers who matter, and build the sequenced follow-up in advance so nothing must be improvised afterward.
Days 61-90 cover execution, measurement, and handoff. We operate the program at live events, connect spending to meetings and pipeline, sharpen the events and plays that generate deals, and document the playbook for your team to run future events. Since event value compounds through relationships and follow-through, the sprint creates a repeatable program rather than a one-off show.
Our Approach
During the first 30 days, we collaborate with your commercial, medical, and growth leads because selecting events and coordinating the right meetings requires an understanding of both target accounts and the science. Expect sessions focused on event selection and account targeting.
Days 30-60 shift into building. Instead of merely reserving a booth, we arrange the meetings that matter, develop on-site plays for each event type, and create the follow-up motion before the event takes place.
Days 60-90 focus on execution and handoff. We operate the program at live events, connect spending to meetings and pipeline, remove events that fail to produce, and transfer the playbook. Since a field program covers an event calendar, many engagements span multiple events, allowing the motion to be refined show after show.
The team consists of a field-marketing strategist responsible for event selection and account plans, a program resource coordinating meetings and on-site logistics, and a measurement resource connecting spending to pipeline.
- Orchestrated meetings with the buyers who never visit a booth
- Event plays matched to scientific versus commercial audiences
- Sequenced follow-up that converts events into pipeline
- Event spend concentrated on shows that produce deals
- Clear line from event investment to opportunities created
If your diabetes & cardiometabolic health company needs event & field marketing leadership, we should talk.
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Frequently asked questions
What does event and field marketing cost for a diabetes or cardiometabolic company?
Program strategy and execution generally cost $12K-$30K/month, depending on event volume and the depth of account targeting and follow-up, excluding booth, travel, and sponsorship expenses. Pricing grows with the number of events we operate and the orchestration each one needs, rather than following a fixed package. Because spending is tied to pipeline, the investment is evaluated by opportunities created, not badges scanned.
Why does event marketing remain important in cardiometabolic health?
Major decisions in this category continue to happen face to face – scientific congresses, payer conferences, and provider events bring the relevant clinicians, payers, and KOLs together in one room. Digital channels struggle to reproduce that in-person access. The value comes from arranging the right meetings and following through, which most booth-centered programs fail to do.
How can you reach payers and KOLs who never enter the exhibit hall?
Before every event, we pinpoint the specific people worth engaging and intentionally arrange meetings instead of relying on foot traffic. The busy decision-makers and influential clinicians who matter rarely browse booths, so booked conversations form the foundation of the program. This is what converts event attendance into access to the people making the decisions.
How do you approach scientific and payer events differently?
We use separate plays – evidence, data, and KOL engagement for scientific congresses, and economic proof and commercial discussions for payer and employer events – because these audiences value completely different things. Using the same approach for both leads to underperformance. Aligning the motion with the event and its audience is fundamental to the program.
How do you ensure event leads become pipeline?
Before every event, we create a sequenced post-event follow-up motion so meetings and leads convert over the following weeks instead of going dormant in a CRM. Most event value emerges through that follow-through, which is why it is planned in advance rather than improvised later. We then track meetings and leads through to opportunities to determine which events truly produce.
What does it look like to get started with event marketing?
We begin by choosing events according to where your target buyers actually gather, creating account plans for each, and establishing the plays needed for scientific and commercial events. This results in an event calendar and account strategy before you commit to booths. If your diabetes or cardiometabolic company invests in events but receives badges rather than pipeline, we should talk.
