The minute I speak event management in hospitals, people look at me and ask “What is that? Isn’t it the same as event management?”
This is the common misconception everyone has about managing hospital events. They feel it’s the same as managing any event. But friends, I beg to disagree. If managing events is a hard task, then managing hospital events is 10 times that.
Normally big hospitals (over 250 bedded), have a fully functional marketing department which in-house, a marketing head, marketing managers, branding managers, team leads and executives. This makes a team. So, for small events, hospital prefers to do in in house. They feel it’s a waste of money paying to the event management companies and use their own resources to do the job. If they require a stage or a backdrop or sound system, they approach the individual suppliers and take it from them and have the event.
If there is big event/ conference, then the hospital faces difficulty to handle it. So, what does the hospital do? Some of the hospitals look for any event management companies. Then the hospital asks for a quotation based on their requirement and whichever event management company gives the lowest quote, they go with them for that event. But here the lowest quotation is not the normally low quotation but the lowest as anyone can imagine. – Reason the hospital states is that, hospitals do not have budget. But they want the event to be the best.
It is seen that most of the event management companies hardly handle hospitals. Why is it so? Is it that hospitals do not entertain event management companies or is it that event management companies do not want to work with hospitals?
Let’s discuss both individually from each’s perspective
FROM EVENT COMPANIES PERSPECTIVE
Event management companies want to be associated with hospitals, so they try to give the lowest, lowest and still lowest quotation so that they get the next event also and they can be associated with the hospital. But in the next event of the hospital, again the hospital asks for 3 quotations from different event management companies and again go with the lowest. In the end the event management company which had done the previous event for the hospital, might not even get the second event if they do not quote lowest.
Event management companies when doing the first event for hospital usually after decreasing the quotation to rock bottom in hope of getting the next event, at times shell out money from their pocket. And they cannot do this all the time because they would not earn anything, rather lose everything.
So, what happens?
Event management company stops doing events for hospital.
And this is the case with all the event management companies. So, the hospital finds it difficult to find event management companies in due course of time.
Now, if there is an urgent requirement from the hospital’s side, then what does the other event management company do? They charge the hospital double and triple what the previous company was charging, because they know the hospitalwill not give them another chance to do the event, so it’s better to bill them maximally.
Result- The hospital doesn’t work with them again and neither does the event management company works with the hospital again
FROM HOSPITALS PRESPECTIVE
In hospitals, Marketing and Branding people want to hire event management companies to do their events, but they are not given that budget from the senior management. IT IS THE TRUTH. But the senior management wants the best from the event management company, if they are taking them.
Hospitals wants to empanel one event management company but their protocols do not allow them. The hospitals protocols are to get three or more quotations from the event management companies and then decide on the lowest.Also, the budget allocated to the marketing department to do the event is so low that even the managers in the hospital can’t help. When they try to convince the event management companies, that they have a very low budget for the event, it seems unbelievable for the event managers as the hospital is earning so much then how can the hospital have low budget—
Hence event management companies don’t work with hospitals and Vice-versa
That’s where the gap lies…
Next: Being an entrepreneur – A perspective
Dr. Preeti Sharma
Founder & CEO
Red Broomm Events