Custom Research Approach Enables Firms to Accurately Measure ROI of Conference Strategy

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HRA Conference IQ™ offers insight into all facets of conference-based promotional and marketing activities.

With marketing and promotional budgets under intense scrutiny to deliver maximum value and impact, pharmaceutical and biotech companies that have a heavy conference presence are always on the lookout for tools that can help them refine their conference-based strategies and tactics to ensure their messaging is delivered to the target audience.

To meet this need, HRA – Healthcare Research & Analytics – the market leader in conference-based healthcare research, with nearly 40 years experience and a presence at over 85 healthcare conferences annually – recently announced the launch of HRA Conference IQ™, a new custom research offering from HRA Express – Conference™.

HRA Conference IQ™ utilizes quantitative and qualitative research methodologies, multi-modal data collection strategies, and unmatched analytical capabilities to create a custom approach that enables clients to measure the impact of conference-related activities and news on their brand and/or company image.

HRA Conference IQ™ also enables clients to assesses the effectiveness of their exhibit booth in promoting corporate or brand strategies, measure the value of conference-specific marketing and promotional tactics, and gain insight into conference goers’ behaviors and preferences, allowing companies to refine their booth presence and maximize traffic. With this approach, clients can also identify the potential impact of key competitor activities and messaging at a conference.

“With the launch of HRA Conference IQ™, our clients now have the ability to conduct in-depth analysis of their conference strategy, evaluate what works and what needs to be adjusted, and confidently develop new plans that will maximize their return on investment while enhancing their messaging impact,” said Kevin M. Kelly, Executive Vice President & General Manager of HRA.

To learn more about HRA and HRA Conference IQ™, visit

About Healthcare Research & Analytics
HRA – Healthcare Research & Analytics is a consultative healthcare market research practice leveraging a flexible spectrum of solutions to support decision-making and strategy development across healthcare channels with expertise in the hospital channel. HRA’s team of highly experienced market researchers combines deep domain expertise in healthcare, science, business, and statistics with a passion for uncovering insights. HRA’s portfolio of offerings encompasses quantitative and qualitative, custom and syndicated market research services to support the business needs of the pharmaceutical, biotech, and medical device markets. HRA’s people and its products provide the healthcare market with actionable intelligence – facilitating better business decisions. HRA is a subsidiary of Michael J. Hennessy & Associates, an organization that maintains a unique reach into nearly every sector of healthcare professionals. MJH & Associates combines the power of an established network of publications and websites with the customer service focus and customization capabilities of a boutique firm.

Contact HRA at 1-800-929-5400 or email inquiries(at)hraresearch(dot)com.

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