The conference execution gap (and how to close it)
Great marketing often fails. But not because of bad ideas, but bad execution.
Life sciences conference planning often starts strong, with smart campaigns, polished materials, and high expectations. But even the best strategies can fall apart when logistics go off track. For many life sciences marketers, the real challenge isn’t in the planning, it’s in the execution. When on-site coordination fails, brand impact suffers. This breakdown is known as the conference execution gap: the space between what your team plans to deliver and what actually happens on the show floor.
What causes the gap?
The execution gap at conferences doesn’t stem from poor ideas — it comes from fragmented delivery.
- Dispersed ownership: When responsibilities are spread across multiple departments, no single person is truly accountable for end-to-end delivery. This leads to confusion, duplicated effort, and missed details
- Last-minute planning: Planning is often left too late, with critical logistics like booth setup, asset production, and freight shipping treated as afterthoughts rather than strategic priorities
- No control over shipping: Add to this the unpredictability of shipping — from delayed materials to customs complications — and teams can quickly find themselves in reactive mode
- Juggling multiple suppliers: having no single point of contact with suppliers often compromises brand consistency and slows decision-making
- Event complexity is underestimated: The unique complexity of life sciences events is frequently underestimated. Each exhibition has its own regulations, technical specs, and submission timelines, which can catch even experienced teams off guard if not carefully navigated from the start
When the execution gap shows up onsite, it’s immediately visible — and often painful.
When the execution gap shows up onsite, it’s immediately visible — and often painful. Key visual assets may arrive late, in the wrong format, or not at all. Booth staff may feel unclear on the campaign message, talking points, or even their daily schedule, leading to inconsistent conversations with visitors. As a result, teams spend their time putting out fires instead of confidently engaging with high-value attendees. What was meant to be a polished brand moment turns into a scramble — with the team operating in a reactive, last-minute mode that drains energy, undermines credibility, and creates a disjointed experience for both internal stakeholders and external audiences.
The cost of the gap isn’t just in what’s lost onsite — it’s in the missed opportunities that follow.
When execution falters, the consequences go far beyond operational inconvenience. Time lost to chasing shipments or solving setup issues is time taken away from meaningful strategic work, like refining your message, preparing for investor meetings, or generating leads.
The result? A booth that may be physically present but fails to fully deliver on your brand promise. Internal teams feel the stress and lose confidence. External audiences, from scientific collaborators to commercial prospects, may walk away unimpressed or uncertain. Worse still, these misfires can damage brand perception in a field where trust and professionalism are everything. These aren’t just operational hiccups. They’re strategic setbacks that ripple across commercial, marketing, and leadership teams.
How to close the gap
But great news! Once you know what causes the gap, the next step is bridging it. Here are some ways to close the gap and make every part of your event count.
1. Align events with strategy
Involve the exhibition team in campaign planning from the start to ensure consistency in goals and execution.
2. Build a detailed timeline
Map out tasks from six months before the event to the follow-up phase. Include dependencies, sign-off points, and buffer time.
3. Assign ownership
Designate one person or team to oversee the full process. Ensure that internal and external contributors report into that central lead.
4. Choose specialised support
Work with vendors and partners who understand the nuances of scientific communication, exhibition requirements, and brand alignment.
5. Review and optimise
After each event, gather feedback, measure impact, and document learnings. Turn every event into a better one.
Close the gap to show up strong
Minnac is purpose-built to support life sciences teams exhibiting at conferences, providing detailed, reliable execution that turns strategy into reality. We close the gap between ideas and impact by providing tailored support across every phase of your event. Want to learn more? Read our blog: 5 ways Minnac can help maximise your conference experience
Ready to show up strong?
Download our Conference project plan to help you plan smarter, communicate better, and close the execution gap (no email required!)