Overcoming the Myths of Measurement at Healthcare Meetings

Measuring success at healthcare conventions often feels like navigating a maze of misconceptions, fear, and frustration. For small pharmaceutical, biotech, device, and diagnostics companies preparing for commercialization, this hesitation can lead to missed opportunities for growth and efficiency. Let’s bust through the most common myths about measurement, one roadblock at a time.

Myth #1: “Measurement Costs Too Much”

Not true. Sure, measurement adds some cost—an extra 3–5% to your annual exhibit budget, based on anecdotal industry data—but that’s hardly a deal-breaker. Most companies can easily offset this expense by trimming underperforming programs, reallocating resources, or improving supplier efficiency.

But here’s the kicker: not measuring at all is far costlier. When leadership is deciding where to invest budget dollars, you need proof of impact. Those holding the purse strings haven’t necessarily seen the magic of a packed booth—how a single meaningful conversation with a hard-to-reach physician can create clinical advocacy, which is critical for small companies looking to gain traction.

Measurement doesn’t just justify budgets; it builds trust. It paints a clear picture of progress and ROI, making it easier to defend and even grow your budget down the line.

Myth #2: “Associations Don’t Provide Valuable Data”

Okay, it’s true that associations typically hand out basic stats—attendance numbers, square footage sold—but let’s be honest: most exhibitors aren’t asking for better data. Joe Federbush, president of Evolio Marketing, nails this point: "Data consistency is the real issue. It’s tough to compare apples to apples across events. But don’t throw in the towel - work with associations to get what you need, and don’t settle for the basics."

Myth #3: “We Can’t Really Correlate Sales to Exhibit Activity”

This one’s true—and it’s fine! Directly tying booth visits to prescription volume or device sales is an expensive, nearly impossible exercise for most small companies. But you don’t need that level of detail to prove value.

Instead, ask a simpler question: How likely are attendees to prescribe, recommend, or engage further with your product? Post-event surveys or on-site polling can gather this feedback quickly, cost-effectively, and directionally. It’s not about perfect correlation; it’s about actionable insights. 

For companies preparing for commercialization, this approach is a goldmine. It tells you whether your messaging resonates, whether you’re educating effectively, and where you need to tweak your approach—all critical as you build awareness and clinical advocacy.

Myth #4: “Measurement Will Make Me Look Bad”

Fear of bad news is real, but avoiding measurement because of it? That’s like skipping your annual physical—you might not like what you hear, but wouldn’t you rather know so you can improve?

Even if early results fall short, they’re still a baseline. And baselines are essential for progress. Over time, improvements in your numbers—booth traffic, lead quality, meaningful conversations—become tangible proof of your team’s growth.

But don’t stop with external metrics. Consider a few internal measurements that track your team’s efficiency and execution, like:

• Number of pre-show meetings scheduled

• Success rate of outreach campaigns

• Asset utilization and adherence to budgets

Internal metrics can help you identify bottlenecks, streamline processes, and reduce resource drain. They’re also excellent tools for coaching agency partners or suppliers. Results may not always be flattering, but they’re a powerful roadmap for getting better.

Myth #5: “Measurement Isn’t Worth the Effort”

This is the most dangerous myth of all. The idea that measurement is just “checking boxes” misses the point entirely. When done right, measurement is transformative.

It tells you what’s working, what’s not, and where resources can be better spent. Over time, a “measurement mindset” sets in—bringing a layer of accountability and discipline to your programs that most organizations lack. Instead of guessing, you’ll know where to double down and where to pivot.

And remember: data should inform decisions, not dictate them. Marketing strategist Rishad Tobaccowala sums it up perfectly: "Our big decisions are slightly informed by data but highly influenced by real experience—creativity, insights, design, not checklists. Data is like electricity—it illuminates the path, and we can’t do without it, but now it’s a commodity. Data doesn’t differentiate… Data needs to be real-time."

Tobaccowala’s point? Data is critical, but it’s not the whole story. Pair your metrics with qualitative insights, creativity, and intuition—because the best decisions are made when human experience meets hard numbers.

The Real Benefit of Measurement 

Here’s the good news: measurement isn’t scary or overly expensive, and it doesn’t have to be perfect. It’s simply about shining a light on your impact and making smarter decisions.

By asking associations for better data, focusing on actionable insights over impossible correlations, and tracking both internal and external performance, you’ll:

• Optimize your exhibit strategy

• Demonstrate progress to leadership

• Improve efficiency and accountability

• Strengthen partnerships with suppliers and agencies

Measurement doesn’t box you in—it sets you free. Free to grow, free to pivot, and free to secure the budget and resources your team needs to thrive. So, forget the myths, embrace the process, and watch your convention program evolve into something truly impactful.

A version of this article was originally published by Access TCA , as an installment of their Advocacy Through Access series, which explored engagement in an ever-changing events industry.