Event marketing in the pharmaceutical and medical device industries demands precision, responsibility, and an in-depth understanding of compliance.

In this episode, Chris Dunn and Dana Esposito are joined by Dawn Marie Raczka, Executive Vice President of Global Business Development at BlueMed, for a detailed conversation on what makes healthcare events uniquely complex - and why getting them right matters more than ever.

Dawn Marie offers a compelling insider's view of the regulatory landscape, the structural and strategic limitations, and the creative possibilities within pharma event planning.

The episode demystifies terms like ISI and Med Affairs, outlines Sunshine Act responsibilities, and showcases how to balance innovation with obligation.

Whether you’re an experienced exhibitor or new to regulated verticals, this episode delivers a crash course in high-stakes event execution.

• Pharma's High-Stakes Event Landscape

Pharma events are overseen by the FDA with strict rules on ISI, black box warnings, and booth layouts. One compliance mistake can cost millions and tarnish reputations.

• Breaking Down Booth Zones

Commercial, Medical Affairs, and Pipeline areas each have their own layout rules. Even hanging signs must follow regulations—like avoiding commercial product names in non-commercial zones.

• Designing for Scientists, Not Spectators

HCPs (Health Care Professionals) attend events for precision. They seek pipeline updates and efficacy data—not entertainment. Designers must align every touchpoint with this goal.

• The Sunshine Act’s Impact

Also known as Open Payments, the Sunshine Act limits the value of giveaways and mandates full disclosure of any financial transactions with HCPs. Some associations prohibit gifts altogether.

• Organizations that Support You

Industry groups like HCEA and The Exhibitor Advocate offer education, advocacy, and community for navigating union rules, regulatory updates, and strategic planning in medical events.

📌 Dawn Marie’s 3 Takeaways

1. Find the Right Partner – Work with experts who understand compliance, regulatory language, and industry expectations.
2. Build Two-Way Communication – Collaboration between internal teams and external agencies is essential for success.
3. Lead with Passion and Precision – Get the science right, communicate it effectively, and bring the right energy to every project.

This episode reveals the layered complexity of marketing within one of the world’s most regulated sectors. From legal compliance to audience engagement, every detail matters - and every partner must pull their weight. For event marketers looking to excel in pharma, biotech, or medtech, this conversation is essential listening.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

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In this special recap episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito review the learnings from the first 23 episodes of the podcast. With the benefit of having welcomed a variety of industry experts, they've uncovered key themes that have resonated throughout the show. This conversation touches on the biggest takeaways from past episodes, plus a deeper dive into common challenges faced by event professionals today, offering practical advice and solutions.

🔹 Setting Defined Goals for Event Success

One of the recurring themes in past episodes has been the importance of having clear, strategic goals for every event. As Chris Dunn emphasized, having a goal—whether it’s lead generation, brand recognition, or product launch—helps create a clear direction for the event. Dana Esposito added the importance of not just focusing on aesthetics but ensuring the booth design supports the broader goals.

🔹 Content Creation for Evergreen Engagement

Several experts, like Tyson Vasapoli and Brendon Hamlin, have discussed how to create content during events that will continue to serve the brand post-show. Chris explained how using live event content for social media and other marketing efforts after the event can create long-term value, thereby increasing ROI.

🔹 The Role of Sales Enablement and Effective Follow-Ups

The episode with Kayla Drake particularly focused on the crucial post-show follow-up and how sales teams can effectively engage with leads. Chris Dunn shared insights on the importance of knowing when to pass a lead to the sales team, ensuring that the handoff is done smoothly to close more deals.

🔹The Power of Engagement and Storytelling in Exhibits

Dana Esposito brought up a vital point on the need for exhibits to be engaging, not just functional. Liz Lathan and Adam Centamore have shared how storytelling, interactivity, and even gamification are crucial to engaging booth visitors. Designing an exhibit with audience engagement in mind makes a lasting impact and creates a more memorable experience for potential clients.

🔹Strategies to Navigate the Challenges of Tight Budgets

Budgeting has been a recurring theme, with several guests like Jessica Sibila and Marlys Arnold emphasizing how to get creative with limited resources. Chris elaborated on optimizing trade show spending by strategically planning for multiple shows in a year, allowing for a more efficient use of resources.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Friday at 10 AM ET on LinkedIn

Follow Us on LinkedIn and YouTube

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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with field marketing powerhouse Kayla Drake, whose track record includes building high-performing event programs that convert—not just impress.

Kayla shares her blueprint for connecting marketing and sales efforts to drive pipeline from the very first conversation. From aligning with sales pre-show, to leveraging live data on the floor, and creating post-event follow-up strategies that don't feel like spam—Kayla offers practical, no-fluff insights that every marketer (and salesperson) should hear.

This episode is for event marketers tired of measuring success by badge scans and swag tables. Kayla shows how to bring intention, collaboration, and results to your event playbook.

🔹 From Logistics to Revenue
How Kayla transitioned from just executing events to building strategic event frameworks that fuel pipeline.

🔹 The Pre-Show Sales Alignment That Makes All the Difference
Why Kayla builds event briefs for the sales team, and how they use them to prep, partner, and win.

🔹 Field Marketer = Connector
How field marketers can build trust with sales—beyond event-day execution—and act as a critical bridge between teams.

🔹 Don’t Wait for the Debrief
Why real-time data and conversations matter more than end-of-quarter dashboards—and how to act on them fast.

🔹 Tips for First-Time Field Marketers
Kayla shares her advice for navigating the chaos, building credibility, and avoiding burnout in high-pressure roles.

Kayla Drake didn’t just drop tips, she offered a working blueprint for how marketing and sales can align in real-time around events. Her emphasis on strategic collaboration, pre-show planning, and real-time measurement offers a refreshing -and practical- take on field marketing.

If you’re looking to make your events matter beyond the trade show floor, this conversation is a must-listen.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Friday at 10 AM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!