Evaluating Pharmaceutical Sales Meeting: Case Study on XYZ Laboratories

초록

The aim of this research is to examine the effectiveness of ROI evaluation conducted by the meeting planners for a pharmaceutical company’s sales meeting as a case study in the perspective of the Meeting,Incentive, Convention and Exhibition (MICE) industry. A multinational healthcare company, XYZ Laboratories, held an international sales meeting in Chicago, IL to educate sales staff about products of two newly acquired biotech firms. The meeting also focused on integrating the freshly merged employees into XYZ Laboratories to make them feel a part of the XYZ family of over 75,000 employees. Phillip’s Model,Return on Investment (ROI) methodology is used to evaluate the 2017’s Sales Meeting Event of XYZ Laboratories. Data includes in-depth pre-meeting survey questionnaire utilizing a sales meeting profile worksheet as well as comprehensive surveys conducted by meeting planners immediately post-meeting and one-year after. Finding shows the true Level 5 ROI percentage was realized only after including the final intangible costs.