EMT #25 with Dawn Marie Raczka - Inside the Rules: Event Marketing in Pharma, Biotech, and MedTech

Event Marketer's Toolbox

Event marketing in the pharmaceutical and medical device industries demands precision, responsibility, and an in-depth understanding of compliance.

In this episode, Chris Dunn and Dana Esposito are joined by Dawn Marie Raczka, Executive Vice President of Global Business Development at BlueMed, for a detailed conversation on what makes healthcare events uniquely complex - and why getting them right matters more than ever.

Dawn Marie offers a compelling insider's view of the regulatory landscape, the structural and strategic limitations, and the creative possibilities within pharma event planning.

The episode demystifies terms like ISI and Med Affairs, outlines Sunshine Act responsibilities, and showcases how to balance innovation with obligation.

Whether you’re an experienced exhibitor or new to regulated verticals, this episode delivers a crash course in high-stakes event execution.

• Pharma's High-Stakes Event Landscape

Pharma events are overseen by the FDA with strict rules on ISI, black box warnings, and booth layouts. One compliance mistake can cost millions and tarnish reputations.

• Breaking Down Booth Zones

Commercial, Medical Affairs, and Pipeline areas each have their own layout rules. Even hanging signs must follow regulations—like avoiding commercial product names in non-commercial zones.

• Designing for Scientists, Not Spectators

HCPs (Health Care Professionals) attend events for precision. They seek pipeline updates and efficacy data—not entertainment. Designers must align every touchpoint with this goal.

• The Sunshine Act’s Impact

Also known as Open Payments, the Sunshine Act limits the value of giveaways and mandates full disclosure of any financial transactions with HCPs. Some associations prohibit gifts altogether.

• Organizations that Support You

Industry groups like HCEA and The Exhibitor Advocate offer education, advocacy, and community for navigating union rules, regulatory updates, and strategic planning in medical events.

📌 Dawn Marie’s 3 Takeaways

1. Find the Right Partner – Work with experts who understand compliance, regulatory language, and industry expectations.
2. Build Two-Way Communication – Collaboration between internal teams and external agencies is essential for success.
3. Lead with Passion and Precision – Get the science right, communicate it effectively, and bring the right energy to every project.

This episode reveals the layered complexity of marketing within one of the world’s most regulated sectors. From legal compliance to audience engagement, every detail matters - and every partner must pull their weight. For event marketers looking to excel in pharma, biotech, or medtech, this conversation is essential listening.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

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Chapters

1. Introduction & Guest Welcome (00:00:00)

2. Why Pharma Events Are Different (00:04:39)

3. Acronyms Explained: ISI, PI, Med Affairs (00:08:39)

4. Designing Exhibits with Compliance in Mind (00:14:39)

5. Understanding HCP Personas (00:18:39)

6. The Role of the Design Team in Pharma (00:22:39)

7. The Sunshine Act: Origins & Impact (00:28:39)

8. Creative Education for Rare Diseases (00:36:39)

9. Importance of HCEA & The Exhibitor Advocate (00:41:39)

10. Dawn Marie’s Three Takeaways (00:47:39)