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

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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

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How do you make your booth not just seen, but remembered?

In this episode, Chris Dunn and Dana Esposito sit down with trade show veteran Marlys Arnold to explore how strategy, design, and staff training converge to create powerful trade show experiences. With more than two decades in the field, Marlys brings unmatched insights from both the exhibitor and show organizer sides.

“Hope is not a strategy” – Define your purpose

Too many exhibitors operate without a goal. Marlys recounts a $250K exhibit team that “just wanted to show up.” Once they defined a goal, they not only met it—they exceeded it. Having measurable objectives changes everything.

Exhibiting ≠ Task List

Ordering the booth, booking travel, and shipping materials are logistics—not strategy. Exhibitors often miss the bigger picture: What message are you communicating? Who are you targeting?

Booths are experiences, not billboards

Design your booth to engage multiple senses. Let attendees interact with your product or service directly. From quiz touchscreens to pitching cages hitting product walls, the best booths bring the brand to life through interactivity and story.

Align with the show theme & organizer

Too many exhibitors treat trade shows as isolated events. Marlys advises: Use consistent messaging across all marketing platforms and align with the event’s theme. Most importantly, tap into the free resources show organizers offer—from promo tools to speaking slots.

Train your staff—then train them again

A great booth experience crumbles without the right team. Marlys promotes her “10 Commandments of Booth Staffing,” which include basics like no phones or food and knowing your booth’s goals. Even experienced sales reps need purposeful training.

Marlys Arnold reminds us that a trade show booth isn't a checklist—it's a living representation of your brand’s promise. From planning through follow-up, every element should reinforce your core message. The most impactful booths don't just talk—they invite attendees into a story they remember long after the show ends.

👉🏼 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 insightful episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito are joined by Jessica Sibila, Executive Director of The Exhibitor Advocate—a nonprofit championing the voice of exhibitors.

With years of hands-on experience and data-backed insights, Jessica takes us inside the real exhibitor experience. From budgeting chaos to communication gaps with show organizers, she lays out the fundamental disconnects facing exhibitors—and what the industry can do to fix them.

You’ll hear practical advice and strategic takeaways for both exhibitors and event professionals looking to improve trade show ROI and attendee experiences.

🔹 Exhibitor Sentiment Is Still Positive—but Misunderstood

70% of exhibitors find value in trade shows, especially for brand awareness and customer connections—but it’s no longer just about leads. Many are shifting their event KPIs and need support that aligns with new expectations.

🔹 Budgeting Is Broken

Exhibitors aren’t just struggling with high costs—they’re struggling with unpredictable costs. Service manuals that arrive 60 days before a show (for booths contracted 18 months earlier) make accurate budgeting nearly impossible.

🔹 ROI Requires Reinvention

Data collection remains a weak spot. As leadership demands measurable ROI, exhibitors are stuck trying to justify intangible benefits like “face-to-face value.” Jessica advocates for a smarter split between revenue-generating and non-revenue spend.

🔹 Exhibits Are Getting Boring

With half or more of budgets going to non-visible services, booth creativity suffers. Attendees notice. Show organizers must recognize this spiral—costs → dull exhibits → poor attendee experience → lower turnout—and start reversing it.

🔹 Advocacy Is Everyone’s Job

Jessica calls on event marketers, exhibit houses, and show organizers to collaborate—and on exhibitors to speak up. She emphasizes the importance of contacting show operations (not just sales) and using tools like The Exhibitor Advocate to be heard.

If you’re an exhibitor, event marketer, or show organizer—this episode is for you. Share it with your team, your clients, or your show partners. Let’s raise the bar together.

👉🏼 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 episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Alison French, founder of JoinLTO.com, to unpack how event marketers can ditch reactive booth tactics and instead walk into trade shows with a plan that drives actual revenue.

Most brands show up hoping for the best. Alison shows up with a system—and helps her clients walk out with booked meetings and pipeline to prove it. From building pre-show prospect lists to post-show CRM automation, this conversation breaks down the real work behind successful in-person marketing.

🔗 Bonus: Learn how her tool, ShowScout, helps teams stay organized and accountable while working the floor.

🔹 Booth Traffic ≠ Pipeline

High traffic doesn’t always mean high value. Alison urges marketers to build pre-show outreach plans based on ICPs and decision-maker lists—whether or not those contacts plan to attend.

🔹 Sales & Marketing Must Align—Before the Show Starts

She details how successful teams meet weekly before events to assign key accounts, define CTAs, and align on messaging. “If sales and marketing aren’t speaking the same language pre-show, they definitely won’t post-show.”

🔹 Plan for the Follow-Up Before the Event Begins

Alison explains how post-show email flows and CRM automations should be built before hitting the show floor. No more “we’ll follow up later” disasters.

🔹Video Is Underused—But Critical

Whether it’s matched audience ads or on-site storytelling, video can significantly boost engagement and pre-show visibility. You don’t need a full production crew—just focus and intent.

🔹 Accountability Drives ROI
Have your team track who they meet, what conversations happened, and which outcomes were achieved. “If you sent 5 reps to meet 40 people each, and nobody followed up, what was the point?”

This episode is a masterclass in turning your trade show investment into tangible pipeline.

Alison doesn’t just talk strategy—she offers a real blueprint. From campaign planning to team accountability and post-show execution, she reminds us that ROI isn’t just possible—it’s a choice.

Whether you’re a first-time field marketer or a seasoned CMO, this is one episode you’ll want to bookmark and share with your team.

👉🏼 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 episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with seasoned event strategist Marisa Nebosky to break down the realities of budgeting in today’s evolving event landscape. With 2,000+ events under her belt, Marisa brings the kind of real-world, field-tested insights every event professional needs.

From her signature “Good, Better, Best” framework to the need for confident stakeholder conversations, she explores how to plan smarter, reduce stress, and create brand moments that actually convert.

Whether you're trying to stretch a budget or convince leadership to invest more, this episode offers tangible strategies, clear mindset shifts, and valuable resources to elevate how you build and measure event success.

🔹 Good, Better, Best Isn’t Just About Price—It’s About Framing

Marisa shares how presenting multiple design tiers helps stakeholders understand what each dollar buys. By giving visual and experiential clarity to price points, marketers can make the value of each investment feel tangible.

🔹 You’re the Expert—Speak with Confidence

As Marisa puts it, "We do this every day." Knowing your stuff and being able to clearly and confidently communicate trade-offs, timelines, and ROI is what earns stakeholder trust—and bigger budgets.

🔹 Budgets Should Reflect Goals—Not Just Line Items

Are you building brand awareness or pipeline? Marisa stresses the importance of defining success early. Not all ROI is revenue; impressions, engagement, and share of voice are often just as valuable.

🔹 Sustainability is Strategic, Not Just Ethical

From re-using modular booth components to capturing content that has shelf life beyond one show, sustainability means smarter long-term planning and more value for your spend.

🔹 Trusted Partners Are Everything

Working closely with agencies, designers, and fabricators early in the process helps reduce surprises and increase creative solutions.

As Marisa says, “It’s all about open, honest conversations.”

Want to finally feel confident in your event budget conversations? Don’t miss Marisa’s practical tips and candid truths on how to bring clarity, confidence, and strategy to your event planning process.

👉🏼 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 episode of Event Marketer's Toolbox, hosts Chris Dunn and Dana Esposito sit down with Jennifer O'Hare, CEO and founder of Belle Box Co., a luxury corporate gifting company.

They dive deep into the evolving world of strategic gifting for events — from personalized on-site experiences to thoughtful brand storytelling through gifts.

Jennifer shares her expertise from her background in corporate retail at TJX and how she’s reshaping gifting strategies to drive deeper connections, enhance attendee experiences, and deliver lasting impressions.

Whether you're planning a trade show booth or a full-scale corporate event, this conversation will change how you think about swag, ROI, and the emotional impact of thoughtful gifting.

🔹 Strategic Gifting Is About Storytelling, Not Just Products

Jennifer emphasizes the importance of starting every gifting strategy with a story: What should the gift say about the brand? How should it make the recipient feel? The best gifting strategies weave a consistent narrative throughout the event experience.

🔹 Personalization and Experience Create Lasting Impact

On-site personalization—like hand-stamped leather goods or color-selection activities—turns a simple gift into an interactive, memorable moment that reinforces the event’s theme and brand connection.

🔹 Eco-Friendly and Subtle Branding Matter More Than Ever

Subtle, tone-on-tone branding and sustainability are top priorities. Gifts that don't scream corporate branding are more likely to be used and cherished, aligning with modern values around sustainability and authenticity.

🔹 Budget Smarter, Not Harder

Instead of buying low-cost items for every attendee, Jennifer recommends allocating budgets differently: Invest in higher-end, meaningful gifts for key touchpoints while creating interactive experiences for broader audiences.

🔹 Start Early to Maximize Strategy and Impact

Waiting until a month before an event limits creativity and options. Jennifer encourages event marketers to engage gifting partners 4–6 months out to design fully integrated, strategic campaigns that align with event goals and attendee expectations.

Jennifer O’Hare reminds us that truly impactful events aren't just about flashy booths or catchy slogans—they're about emotional connection.

A well-thought-out gift, designed with purpose and delivered with care, can transform an attendee’s experience and extend the life of your brand long after the event ends.

👉🏼 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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