In this episode of LifeSci Continuum, I sit down with Bill Kenney, Founder of MEET (My Expo & Event Team), to unpack why most life science and med device trade show strategies fail—and how to fix them.
Timestamps:
00:00 Intro
01:28 Bill Kenney’s Work in Bio-Tech
02:30 In-Person Inbound Marketing
03:20 How We Met
03:35 How to Get High Quality Leads at Tradeshows and Conferences
07:10 The Best Approach to Messaging at Tradeshow and Conferences
13:36 AIDA Framework
14:35 Communication Anecdote
15:40 Have a Conversation with your Customer
19:27 Identifying Quality Leads
27:26 Customer Density
31:56 Founders are Stretched Thin
35:00 How to Design your Tradeshow Booth
41:26 Positioning & Messaging in Life Science Marketing
44:37 When there is a Lack of Data
47:42 Final Takeaway
Bill works with international life science and medtech companies looking to break into the U.S. market and transform events—both regional and national.
We go deep on:
Why casting a wide net leads to “prospect creep” and diluted messaging
How to design your booth and message to attract only high-value prospects
The importance of problem-first communication (not product features)
Using smaller, local events as strategic proving grounds to test and optimize before big national shows.
How customer density drives repeatable sales models—and why most startups ignore this critical early move.
Bill brings a wealth of insight from years of helping companies sharpen their event strategy, align in-person sales and marketing around a shared goal, and stop wasting time chasing the wrong leads.
Some tips on standing out at your conference or show
For founders and commercial leads looking to stand out on a crowded trade show floor and drive the right traffic to their booth, the winning combo is: interactive engagement, AI-powered tools, and a splash of unexpected delight. Here are a few expert-level ideas that go beyond the usual tchotchkes and posterboards:
1. AI-Powered Persona Match Quiz
Set up a sleek iPad or touchscreen station at your booth where visitors can take a 1-minute interactive quiz:
"What kind of researcher/clinician/investor are you?"
Use AI to match their responses to different solutions you offer—then hand them a personalized takeaway (PDF, print card, link to demo) that speaks directly to their use case or pain point.
2. Live ‘Problem Wall’ with Real-Time AI Ideation
Dedicate part of your booth to a writable wall or digital board where attendees can post their biggest pain points. Behind the scenes, use GPT-based AI to generate potential ideas or reframed problem statements in real time.
3. Augmented Reality (AR) Demos with Immersive Layers
Rather than handing someone a data sheet or trying to explain your tech on a static banner, use AR (through a phone or tablet) to let visitors overlay your product or system into their environment.
4. Post-Event AI Concierge Follow-Up
Let booth visitors opt into a concierge-style AI follow-up. For example, after a scan or signup, they receive an email: "Hey, I saw you were interested in XYZ. Over the next 3 days, I’ll send you 3 short insights or case studies that might help."
5. Mini “Voice of the Industry” Video Booth
Offer a quick video booth experience where attendees can record their thoughts on a specific industry challenge (30 sec max). Use AI transcription + summarization to compile a post-show “State of the Industry” montage or blog.
For deeper insights on life science and med device growth, check out my linkedin newsletter, Save Yourself. Subscribe on LinkedIn https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7154518390324281344
For more specialized help with growth, check out my firm, Mesh.
https://meshagency.com/
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