How to Plan Better Medical Meetings by the Numbers

Presenters: Megan Finnell, Timothy Simpson

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Aligning C-Suite Expectations

We all want to deliver experiences that extend beyond what our audiences have come to expect – unfortunately, most of us are not unlocking the greatest level of economic value for our audiences or businesses. Simply, it is a blindspot.

One common hurdle is the age-old circumstance of a misaligned c-suite or executive board. To reach greater heights of value, a new way of guiding non-event professional leadership in defining event types, priorities, and business models will not only help them clearly understand the purpose and goals behind your organization’s events, but it will also help you clearly demonstrate your success.

During this session, we will walk you through a fresh take on building executive consensus via a business model framework that easily categorizes business models, KPIs, and event types so you can get everyone on your team on the same page. Through this, you will be exposed to fresh thinking about the future of events – including answering the question, “Is experience design dead?” In the end, you will walk away with tangible ways to elevate and inspire your organization and transform (hint, hint) your audience.


You will learn:
  • Define the four major event types based on the purpose, product, engagement and revenue priorities of the event
  • Define the KPIs that match the four major event business model types
  • Understand where your meeting might fit, and how to help align your team and leadership in understanding
  • How to demonstrate your success through powerful KPIs tied directly to the fundamental purposes and priorities of your event

Megan Finnell, CMP, director of meetings and conferences MGMA. Megan is an award-winning event design strategist with a varied and diverse background in the performing arts and the delivery of large-scale conferences. With a Bachelor of Music in Vocal Performance from TCU, Megan blends art and science in all her work. With nearly two decades in the event industry, Megan has taken a leading role in pushing the boundaries for crafting impactful face-to-face and digital experiences for organizations and their participants.

In her current role as Director, Meetings & Conferences with Medical Group Management Association (MGMA) Megan has developed new methods of delivering deep human-to-human engagement, leading to her being honored as one of Smart Meetings Magazine’s Planners of the Year for 2019, PCMA Visionary Awards 2020 Event Designer of the Year finalist, PCMA Best in Class Speaker 2020-202 and named to Smart Meetings Magazine’s Standing Hall of Fame in 2021. Megan also sits on the Rocky Mountain PCMA Board of Directors as 2022 Immediate Past President and serves on the Meetings Industry Council and Visit Denver Customer Advisory Boards. Megan is a passionate musician, art advocate, mountain lover, and mom.

Timothy Simpson,
Brand & Engagement Chief Strategist, Design Studio by Maritz Global Events. Tim Simpson is a global creative innovator and marketer with roots in a variety of industries and practices. With an MFA in Poetry and an eclectic and varied background, Tim brings something unique to any organization looking to build an iconic brand and foster smart, original programs and initiatives.