Challenge

Like many associations, the American Academy of Hospice and Palliative Medicine (AAHPM) paused on convening in-person programming for their annual conferences during the height of COVID-19. After nearly 4 years, they transitioned to a hybrid conference model with both virtual and in-person options but saw a decrease in corporate support compared to pre-pandemic times. AAHPM reached out to AMC’s Industry Relations team for strategic guidance and support to reconnect with industry partners, foster growth, and drive revenue.

Process

AMC Industry Relations brought key leaders from AAHPM along with industry relations and sales experts together for an in-depth sales strategy workshop. The workshop included an impactful discussion about the purpose and value of AAHPM’s annual conference; a deep review of new areas of focus, opportunity, and emerging trends; an assessment of the competitive landscape; and a historical data review of industry support and feedback on prior events.

“This was a powerful conversation and workshop, and I’m excited by the opportunities. Onward!”

Wendy-Jo Toyama, MBA FASAE CAE, CEO and Executive Director of AAHPM.

Using insights gathered during the workshop, the Industry Relations team then developed a new business plan with a targeted focus on medical device companies, therapeutic drug companies and companies focusing on wellness for professionals in the hospice and palliative care fields. Additionally, new thought leadership opportunities were created to meet the needs of potential and current sponsors.

On the advertising front, price points + the number of opportunities were looked at to give potential advertisers the best ROI and not oversaturate attendees with messaging. Finally, a la carte bundling, and custom packages were created to allow for more personalization based on corporate supports goals and budget.

Results

In 1 year, AAHPM has nearly doubled the number of total exhibitors at their annual conference and achieved a revenue goal of 130%.