How to squeeze every dollar out of an event sponsorship

In a relationship-driven niche like healthcare IT, the deal happens in the room, not the inbox. In this episode of Content Amplified, Larry Kaiser, Chief Marketing Officer at Optimum Healthcare IT, explains why a little over 60% of his budget goes to events and how he stretches each one across his whole content engine. Larry walks through his year at the two biggest healthcare IT shows, Vive and HIMSS, where he runs booths, stage presentations, and sponsored white-labeled receptions that put his team in front of CIOs as the only vendor in the room. He shares how he takes a single filmed event presentation and repurposes it into a blog post, a white paper, and a podcast episode to pull maximum value out of a $25,000 sponsorship. He also makes the case for LinkedIn-first distribution, with 205,000 followers and close to 60,000 newsletter subscribers, because email is dead with healthcare IT CIOs who told him it will never reach them. Plus why he keeps his content roughly 90% brand and 10% individuals. If you spend real money on events, this conversation shows you how to make it work harder.

About Larry

Larry Kaiser is the Chief Marketing Officer at Optimum Healthcare IT, a staffing and digital transformation consulting firm that works with provider organizations on Epic EHR, ServiceNow, Workday, and AWS. He has spent 22 years in healthcare IT, an industry he never expected to stay in this long. Larry got his start as an RFP manager and became CMO about six years ago, hitting nearly every aspect of marketing in healthcare IT along the way.

Show Notes

Connect with Larry on LinkedIn: https://www.linkedin.com/in/lawrencekaiser/