Event Marketing for Health Sector Innovation : A Case Study of Northbay Oy
Beszteri, Greta (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202603134332
https://urn.fi/URN:NBN:fi:amk-202603134332
Tiivistelmä
The scope of this thesis to study how event marketing can be utilized to support health sector innovation, networking, commercialization, and participant experience in a professional business conference. The study is conducted as a case study focusing on the Health Design 2025 conference organized by Northbay Oy. The research aims to better understand how participants perceive event marketing and how their perceptions influence their conference overall experience.
The theoretical framework is based on event and experimental marketing, data driven and artificial intelligence supported marketing. These perspectives provide a good foundation for analysing the event marketing as an experience driven and strategic process not only as a promotion dominated activity. The empirical part of the study utilizes a quantitative research approach which is supported by multiple qualitative elements. Data was collected through a post-event questionnaire distributed to conference participants, consisting of both closed-ended and open-ended questions.
The outcome of the participant survey indicates that the conference was generally well perceived, especially the conference program and networking opportunities were highlighted, but the finding also revealed multiple development areas like communications timing, program structure and the real technical execution details. Based on the careful analysis of the research survey results, a set of development recommendations are suggested to support upcoming event marketing and further develop the communication practices of Northbay Oy.
The theoretical framework is based on event and experimental marketing, data driven and artificial intelligence supported marketing. These perspectives provide a good foundation for analysing the event marketing as an experience driven and strategic process not only as a promotion dominated activity. The empirical part of the study utilizes a quantitative research approach which is supported by multiple qualitative elements. Data was collected through a post-event questionnaire distributed to conference participants, consisting of both closed-ended and open-ended questions.
The outcome of the participant survey indicates that the conference was generally well perceived, especially the conference program and networking opportunities were highlighted, but the finding also revealed multiple development areas like communications timing, program structure and the real technical execution details. Based on the careful analysis of the research survey results, a set of development recommendations are suggested to support upcoming event marketing and further develop the communication practices of Northbay Oy.