In today’s medscape, marketing is key to success—yet wildly overwhelming, especially when it comes to event planning. We chatted up Events of a Lifetime Productions VP Debra A. Hull for her top tips on throwing events that could take your Insta story viral. –MH

Competition is fierce in today’s medical market. A range of specialists—from plastic surgeons to cosmetic dentists and beyond realize that marketing must be strategically executed to garner a share of the luxury market. Gone are the days of office staff planning the evening, buying some wine and cheese trays, and expecting potential consumers to brave Atlanta traffic to attend an Evening of Beauty or an open house.

Today, a well-targeted, branded and ubercreative event is a must. Executed correctly, such an event can achieve myriad goals. Enter Events of a Lifetime Productions (eventsofalifetimeproductions.com), an award- winning biz that seamlessly creates and executes fully branded corporate, medical, charitable and private experiential events home and abroad. Here, VP Debra A. Hull gives her expert take on making your medical events next-level luxe.

Create an experience worth attending.

“The first step is to identify the purpose of the event; then brand it and inject the doctor or practice’s personality.”

Think outside the box.

“…and leverage what is unique. I used a breast surgeon’s interest in marathons to benefit a breast cancer charity. What is guaranteed to surprise and delight? How about a table that is ‘alive’ and moves around the room offering Champagne? To compete in today’s marketplace, you have to plan the signature event experience.”

Be a goal digger.

“What is the goal? Showcase the space (sell product, book appointments, generate client pride or press, thank vendors, appeal to a different demo, charity). The scope of your event should directly correlate to your desired outcomes. In addition, the best signature events will always provide a happy, word-of-mouth advertising buzz around town.”

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