Issue link: https://tradeshowexecutive.epubxp.com/i/84572
POWER LUNCH BOB: RSNA 2012 will soon occupy most of McCormick Place. Any predictions about attendance, both domestic and in- ternational, as well as net square footage? TOM: 2011 was an outstanding year. We had over 16,200 radiologists — the highest ever. We also set records for international attendance, as well as medical physicists and residents, who are the next generation radiologists. Te latter two groups posted double-digit increases. Our target is to ex- ceed 27,000 health care professionals this year and we're optimistic about achieving that goal. As for exhibits, we're aiming to exceed 462,000 net square feet, and right now, we have about 2% to go. We're at 600 exhibiting companies but expect 50 to 60 more before the show. BOB: How did the economy impact the RSNA show in the last three years? TOM: In 2009, the show was down about 3% to 4% in attendance, but in 2010, it returned to the steady growth cycle of 3% every year. We are hoping to maintain this momentum in 2012. BOB: What are your tried-and-true strat- egies for growing global participation? TOM: Te scientific program attracts glob- al radiologists and helps boost attendance. We have more submissions from overseas than ever before. When their papers are accepted, they automatically have an invitation to attend. Also, our experienced marketing team attends many interna- tional meetings to promote membership and meeting attendance. In fact, there's a meeting in Australia at this moment and we have a good presence there. Our other major effort is in China and their RSNA participation is growing significantly. BOB: Did you implement any new features this year to draw international professionals? TOM: Yes, several. For instance, we've be- gun zeroing in on a specific country and/ or global region for each show. We aggre- gate all the technical papers and exhibit offerings from there and then promote it heavily to that nation, which normally creates a nice bump in attendance. Tis SPONSORED BY year, the theme is "Brazil Presents" and the Brazilian radiological society has already reported benefits from our focus. BOB: Any other new features? TOM: Last year we created a successful attendee smartphone app called Dx Live that features audience response. Medical cases are presented and the attendees are asked to diagnose the problem using the app to respond, prior to the proper diag- nosis being presented. Tis game, if you will, gets everyone involved by comparing answers and creating buzz. Another new feature this year is the Nuclear Medicine/ Molecular Imaging Campus where the entire program content in those two modalities is concentrated in one area of McCormick Place. Tis is really a show within our show and appeals to this particular specialty. BOB: Your annual meeting is billed as the "World's Premier Medical Meeting" and consistently ranks as the largest medical show in Trade Show Executive's Semi-Annual Medical Show Report and TSE's Gold 100 rankings. Your exhibitors say that RSNA sets the bar for medical events. How do you accomplish this year after year and keep your show fresh? TOM: Basically, we listen carefully to our stakeholders. For example, medical malpractice is an ever-growing problem and last year we produced a mock trial with actual paid jurors from the Chi- cago area. Te full-day session featured an actual case presided by a judge and lawyers representing each side. Te jurors deliberated and presented their verdict at the close of the day. A different case will be presented this year. BOB: How do you work with your exhibitors to create buzz and Radiating Energy. Tom Shimala (R) has been a key member of the RSNA team that has produced continued growth for its annual meeting. Sharing in the glow at a recent luncheon were (L) RSNA meeting consultant Don Daup and Operations Director Janet Cooper (C). 30 October 2012 | Trade Show Executive increase their booth traffic? TOM: We try to implement new ideas every year. Tis year, we enhanced the exhibitor listings and interactive floor plan, so that exhibitors can post videos and photos. If they are featuring new products, they can reserve a 45-minute time slot to make presentations in our New Products Teater on the show floor. Tese will be streamed live to our virtual meeting for those who cannot attend in person. Continued on page 32