July 7, 2011
by Oral Health
“Time” has become a major consideration for Canadian dentists in deciding whether or not to attend the Exhibit Floor at conventions, according to results from the DIAC (Dental Industry Association of Canada) Fifteenth Annual Future of Dentistry Survey.
Overall, almost three-quarters (71.4%) of respondents spent 3 hours or less on the exhibit floor itself during their attendance at a typical Convention with almost one-half (43.8%) spending two hours or less. On the other side of the ledger, almost 30% (28.6%) stated they were visiting the Exhibit Floor for 4 hours or more. Regionally, Maritime respondents spent less time visiting the Exhibits on average (2.3 hours) while Ontario dentists spent the most at 3.3 hours on average.
This preference for an Exhibit Floor with Ontario dentists was reinforced by the finding that only 49.5% of Ontario respondents would definitely still attend a Convention if it did not have an Exhibit Floor. This response varied noticeably from that of respondents in other Regions with 60-70% of dentists still willing to attend in the West, Quebec and the Maritimes.
In terms of the main reasons why dentists were not attending the Exhibit Floor per routine, “no time” was the primary answer given by 41% of respondents. Time pressures may also be indicated by other responses such as wanting to “attend lectures/courses” instead (18%), wishing to “talk to peers” (5%), “closes too early” (5%) and “too far away” from the lecture areas (3%).
With regard to what is currently influencing respondents on whether to visit the Exhibit Floor, Product Samples were judged the most influential aspect, followed closely by New Technologies, Hands-on Demonstrations and Discount/Specials. Those aspects with the least influence included Contests, On-Floor Events (e.g., Wine & Cheese, etc) and Advance Direct Mail Announcements.
Over 1000 practicing Canadian dentists responded to this year’s survey (similar to the response achieved over each of the previous fourteen years) with a good proportional distribution across all regions of the country. Based on this response rate, overall 2011 survey results have an accuracy of +/- 3.08% 19 times out of 20.
Source: Fifteenth Annual Future of Dentistry Survey
Dental Industry Association of Canada / Eric P. Jones & Associates Inc.