Fine Events Philosophy

Other events companies may deliver - Fine Events delights.

More than a spoonful of sugar: The challenge of a fine event

In the highly regulated healthcare arena it remains a challenge to inspire South African doctors to attend an event. It requires a company that can identify what would motivate a doctor to give up limited time and extract value. Fine Healthcare CEO Mandi Fine explains: “Having worked with doctors across various specialties for many years and knowing medical and clinical markets as we do, formalising medical events was an exciting and obvious extension to our business.”

Fine Events understands the finer details

Ever more restrictive legislation that governs medical communication is an area in which Fine Events displays thoroughly researched expertise. Doctors’ spouses, for example, cannot attend events unless paid for by the invited doctor. Another consideration is whether the event is of an educational nature, in which case there can be no branding at the venue. “We also have a comprehensive understanding of the logistics of a medical event,” continues Fine, “Including the ideal time for a doctor to leave his/her practice, what time of the evening a specialist is doing hospital rounds and factoring in lack of attendance owing to medical emergencies. Accreditation at an event is also part of the attraction for doctors.”

And so the challenge of a successful medical event is a demanding one: To penetrate the healthcare professional’s calendar, the practice manager’s diary and the general pre-conceived notions that have been spawned by way too many a bad event. “Fine Events is the result of understanding these challenges and embracing them,” says Fine Healthcare Managing Director, Mignon Botes.

Fine Healthcare Medical Working Sessions

These sessions are a specialised research tool with which we have had huge success in affecting behaviour among health care professionals, particularly in getting doctors to change their scripting considerations.

The Healthbridge Launch

One of our earliest events was the launch of Healthbridge, a medical aid claims administration company. The product enabled doctors to check their patients’ medical cover before treating them. Understanding the way a typical practice is run, and that an ordinary invitation amidst the daily pile of mail would not reach a doctor, we presented the invite as an X-ray. Packaged in the appropriate A4 brown envelope the practice manager undoubtedly handed it to the doctor as a matter of urgency. The X-ray was one of a woman’s handbag, with her medical aid card visible inside her wallet. The headline read: ‘Examine your patients before you treat them.’ The attendance and enthusiasm was remarkable. One doctor arrived at the event waving the X-ray, saying how he wouldn’t have missed it for the world after receiving such an intriguing invitation.

Rebranding of Afrox Healthcare to Life Healthcare

Fine Events re-branded Afrox Healthcare to Life Healthcare. This was the largest re-branding campaign in South African healthcare history. The challenge included a trailblazing launch event aligned with the brand objectives.
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