The Annual Meeting of AANS/CNS Joint Section on Disorders of the Spine and Peripheral Nerves. Submitted to:

Transcription

1 Proposal for Meeting Planning Services for The Annual Meeting of AANS/CNS Joint Section on Disorders of the Spine and Peripheral Nerves Submitted to: R. John Hurlbert, MD Past-Chair By: Jeremy Longhurst President, BroadWater, LLC Date: January 25, 2016 Contents Sec. 1: What Surgeons are Saying about BroadWater Sec. 2: Why Work with BroadWater? Sec. 3: Portfolio Sec. 4: Possible Concerns Sec. 5: Statement of Work and Fees Sec. 6: Next Steps Sec. 7: Contact Information Appendix: Statement of Work 1

2 Sec. 1: What Surgeons are Saying about BroadWater, LLC Every company that submits a proposal will tell you that it provides excellent service and will sound good on paper! That makes it hard for you to discern which meeting planning company would genuinely improve upon the services being provided by your current meeting planning group. That is why we put so much stock on references from your peers - from people you trust and with whom we ve worked. It means a lot more if they say we do a superb job, than if we say it about ourselves! We ve provided a selection of recent comments from surgeons with whom you re no doubt familiar below. BroadWater and the team that Jeremy Longhurst brings to your meeting planning are superlative. Every society or group that I have worked with who has replaced their meeting planning functions with BroadWater, only wishes they had done it sooner. Charlie Branch, MD Professor and Chair, Dept. of Neurological Surgery Eben Alexander Jr. Endowed Chair Wake Forest Winston-Salem, NC BroadWater is by far the best group I ve ever worked with. Their advice and expertise goes well beyond the basic terms of a contract. Their involvement has helped turn our Annual Meeting and Society around; they are second to none in the field. William Taylor, MD President, Society for Minimally Invasive Spine Surgery (SMISS) Clinical Professor of Surgery, Vice-Chair, Academic Affairs Department of Neurosurgery University of California at San Diego San Diego, CA 2

3 BroadWater offers all the services needed to hold a superb medical meeting. Not only are they excellent in what they do, but also their personal relations with myself and the rest of the members of the Southern have been first-class. Ricardo H. Brau, MD President (2013) Southern Neurosurgical Society (SNS) Chairman of Neurological Surgery University of Puerto Rico San Juan, PR My years of academic medicine have taken me to meetings that are too numerous to count. By far the best planned, organized, and well-run meetings have been those produced by BroadWater. There is no better meeting organizer in the world that I am aware of. Lawrence G. Lenke, MD Professor of Orthopedic Surgery Surgeon-in-Chief The Spine Hospital, New York-Presbyterian/Allen New York, NY I have worked closely with BroadWater for years, planning the annual meeting of the American Society of Pediatric Neurosurgeons. They have consistently done a spectacular job. Easy to work with, meticulous attention to detail. We have had a terrific partnership with them. Alan R. Cohen, MD President, American Society of Pediatric Neurosurgeons Professor of Neurosurgery, Harvard Medical School Neurosurgeon, Boston Children s Hospital Boston, MA 3

4 When BroadWater is involved, I know that the meeting will be high quality and my life as program chair will be nearly effortless. BroadWater is one of the finest meeting organizers in the world. Bradford L. Currier, MD The Mayo Clinic Rochester, MN The difference between BroadWater and our previous society management company is like night and day. BroadWater s expertise and level of service has been superb, and KASS is a better organization as a result. Jeffrey Roh, MD KASS - President It s a pleasure to work with Broadwater. It s a very professional organization, and it does a great job. Michael G. Fehlings, MD, PhD, FRCSC, FACS Professor of Neurosurgery Vice Chair Research, Department of Surgery Halbert Chair in Neural Repair and Regeneration University of Toronto Toronto, ON, Canada I ve Chaired several meetings managed by BroadWater, and they consistently do an excellent job. They bring fresh ideas, are very proactive, and they professionally manage both the big-picture and the thousands of minor details. Michael Vitale, MD Columbia University Medical Center New York, NY 4

5 Numerous additional references are available upon request. In particular, you are encouraged to speak with any of the following surgeons about their extensive experience working with BroadWater: Regis W. Haid, MD Chris Shaffrey, MD Kevin Foley, MD Vince Traynelis, MD Todd Albert, MD Steve Ondra, MD 5

6 Sec. 2: Why Work with BroadWater? As mentioned in Section 1, we prefer to let the surgeons we ve worked with comment on our services, rather than give a self-promoting sales-pitch. However, to fill out the picture of what it would be like to work with BroadWater, we ve highlighted a few key points below. 2.i Company Background Jeremy Longhurst founded BroadWater in BroadWater has managed hundreds of spine surgery meetings on 6 continents, including annual meetings, didactic programs, cadaveric labs, and live surgical broadcasts. We ve built an outstanding reputation based on our passion for quality medical education and our unrelenting attention to detail. Our network of contacts within the spine surgery field, both among surgeons and companies, is probably second to none. A comprehensive overview of our services and some of the meetings we currently run can be found at our website: 2.ii Experience Jeremy Longhurst has a remarkable depth of experience in the field: Director of Marketing for the AANS from (working closely with, among others, Dr. Thor Sundt, Dr. Robert Wilkins, and Dr. Mike Apuzzo). Since 1993 he has directed various medical / spine surgery education entities in the US, Europe, and Asia. From Jeremy was President of Medical Education for Vertical Health, LLC. Vertical Health, LLC owned BroadWater during this time, but also owned several major websites and publications. Jeremy oversaw the content and educational activities of the company in all markets including spine, endocrine, pain management, etc. He has worked extensively with medical professional societies, hospital networks, device manufacturers, medical media companies, and even some insurance companies. Jeremy is primarily supported by Kate Laney (VP, Medical Meetings), and Christy Gill (Director, Medical Meetings). Kate and Christy would oversee much of the work on your meeting. They bring a combined 25 years of experience with BroadWater, almost entirely in the spine surgery field. BroadWater s staff also includes additional administrative support, Laura Law, CPA, and Laura West (formerly Varner) on a part-time basis (Laura was the Director of Exhibit Sales for the AANS for several years in the late 1990 s-early 2000 s). 6

7 2.iii More Than Just Meeting Planning The vast majority of BroadWater s work has been in the neurosurgical, orthopaedic, and pediatric spine fields. This gives us an understanding of content and network of contacts that far exceeds most, if not all, other meeting planners in the field. Due to our depth of experience, we are able do far more than just the logistics for meetings. We offer our clients a fresh perspective on their meetings, providing strategic direction, suggesting ways to enhance their programs and revenue, and highlighting common pitfalls. 2. iv Proactive, Full Service from A-Z Our clients are all busy surgeons. We proactively handle the vast majority of meeting planning tasks, enabling the surgeons to focus their finite time on the critical issues of program content and high-level decisions. We ensure everything else is done well and on time. BroadWater provides the full range of meeting planning services from A-Z. From site selection to post meeting wrap-up, and everything in between, we do it all. 2. v Transparency We work for our Clients, and thus all information about the meeting is available to them. We pride ourselves on transparency and honesty. From hotel contracts and commissions to accounts and finance, you will have full access. Sec. 3: Portfolio For examples of meetings that BroadWater is running, please visit: While our website does represent several of our upcoming meetings, it does not reflect all of our clients (e.g. SMISS and KASS), nor major new projects such as: New York Presbyterian BroadWater has been selected by the New York Presbyterian network (including NYP, Columbia, and Weill) to launch a year-long first of its kind series of programs for neurosurgical, orthopaedic, and pediatric spine surgeons, including: Multiple live surgery programs and broadcasts A series of educational webinars for spine surgeons worldwide A quarterly epublication of spine cases 7

8 Recent Losses! It is instructive to know that in 2014 BroadWater lost two major clients: SMISS and ICEOS (ICEOS is the leading meeting for early onset scoliosis specialists). Both clients were lost for political reasons, and not due to performance. What is particularly instructive is that after one year of experience of working without BroadWater, the response of the two organizations has been: SMISS fired their staff, and immediately moved the meeting planning and all society management back to BroadWater. One month ago, ICEOS contacted us to say that their experience with their new planner was so poor, they want us to bid on taking over the meeting again, and also to bid on taking over all of their society management services. Sec. 4: Possible Concerns Most groups express various concerns when transitioning meeting planners. We ve thus tried to address some of your possible concerns below. 4.i Will Transitioning from the Current Planners Harm the Meeting? We ve transitioned numerous groups in recent years, including moving the Southern Neurosurgical Society (SNS) from the AANS/CNS s management. All transitions have proceeded smoothly. Most importantly, the various meetings have gone on to grow numerically and in quality after the transition. We would be pleased to provide you with references from groups that have gone through this process. 4. ii What Steps Would Be Involved in Transitioning to BroadWater? We recommend several steps that can help the process proceed efficiently, including: A member of BroadWater s staff will attend your 2016 Annual Meeting to get a complete understanding of the course. Unfortunately, Jeremy Longhurst will not be able to attend your meeting over the dates of March 17-19, 2016 as he will be running a cadaveric meeting for pediatric spine surgeons. A colleague will attend on his behalf. We ll provide a comprehensive list of materials for the current planner to transfer to us, including past meeting data and contracts. 8

9 We ll avoid making unnecessary changes. For example, if you re satisfied with your online abstract service, we d generally avoid changing it soon after the transition. However, we ll listen carefully to your feedback, and can suggest changes to enhance the meeting, increase efficiency, and improve quality. We already work with the AANS on CME accreditation for some of the programs we manage, and thus this relationship is already in place. We have a methodical process whereby we transition the meeting s finances to our management. Sec. 5: Statement of Work and Fees 5.i Statement of Work The following fees are based upon providing all services necessary for the management requirements outlined in pages 1-3 of the RFP. We have attempted to capture the scope of services required in the draft Statement of Work (see pages 12-13). There are some tasks that require further clarification, and these are listed beneath the Statement of Work. The RFP also invites BroadWater to offer unique ideas to enhance the meeting. While BroadWater is typically very proactive in making suggestions for enhancing meetings, it strongly prefers to wait to make such recommendations until it truly understands the meeting from the inside out. Perhaps surprisingly, BroadWater typically finds the best improvements can be made in program enhancements and the streamlining of processes, as opposed to the addition of new technological innovations. When all is said and done, surgeons still want to experience superb quality programming, presented in a way that is professional and seamless. 5. ii Fees When discussing fees, it is vital to clearly understand what is included, and what is excluded, especially when comparing two group s proposals. Therefore, the following items are noted. Hotel Commissions When a meeting books a hotel contract, the hotel will pay a 10% commission on room sales to the meeting. This can be a sizeable amount. For example, your meeting probably sells 1,400-2,000 total room nights, at approximately $200 per room night. This amounts to total revenue of $280,000 - $400,000. Thus, your meeting should receive a hotel room commission of approximately $28,000-$40,000. 9

10 It is possible that your current meeting planner either retains this commission, or pays it to a housing bureau for it to manage the rooming block. Please note that BroadWater will ensure that all of the hotel commission is paid to your Section. Thus, when comparing BroadWater s fees to your existing planner s fees, you should remember that a large portion of BroadWater s fees will be paid by the revenue received from the hotel commission. What Our Fees Include Very simply, our fees include all staff time invested in planning, implementing, and evaluating your meeting in accordance with the Statement of Work that will be mutually agreed upon at the outset (see draft on pages 12-13). All other costs associated with the meeting, from staff travel to credit card processing fees, and from to audio visual costs to food and beverages, are the responsibility of the Section. 5. iii Proposed Fees Based on your RFP, BroadWater proposes: A 3-year contract covering the Annual Meetings in 2017, 2018, and A planning fee of $95,000-$114,500 1 for the Annual Meeting in The fee does not reflect the 10% hotel commission that will be repaid to the Section. Thus, if the Section receives a 10% hotel commission of (Est) $30,000, the net fee that BroadWater is proposing is: $95,000- $114,500 less $30,000 = $65,000-$84,500 The planning fees in 2018 and 2019 will reflect a 3.0% increase over the previous year. 1 A fee range is provided at this stage. It will be refined to a specific fee within that range after BroadWater and the Board discuss further details about the Annual Meeting. For example, before BroadWater sets a final fee, we would like to better understand the size and scope of the cadaver lab (e.g. held in a hotel or a lab?), the complexity of the App that the meeting provides, and the number of site inspection and planning trips typically undertaken for the Annual Meeting. 5.iv Incentives BroadWater recognizes that the Joint Spine Section is seeking a contract which includes incentives. While BroadWater is amenable to this concept (and includes incentives in some of its existing contracts), it needs to better understand the meeting and its performance history, before proposing an incentive plan. We recommend that this be part of the process of negotiating a final contract. 10

11 Sec. 6: Next Steps BroadWater is enthusiastic to become the meeting planning company for the Joint Section s Annual Meeting. We believe we could do an excellent job and forge a successful long-term partnership. I m sure that your Board will have further questions that it would like to discuss with BroadWater after it reviews this proposal. Likewise, there are some items about which we d value additional clarification. While these items can be addressed during a period of contract negotiation, please do not hesitate to contact me before a decision is made, if you feel I can provide any further detail to help you with your decision. As previously noted, I will not be able to attend the Joint Spine Section s meeting this year, as I am running a somewhat complex cadaveric lab for pediatric spine surgeons that I cannot assign to a colleague. However, I can certainly ensure that a colleague attends the Section meeting on my behalf. In addition, I would be pleased to fly to meet with Dr. Hurlbert or another of member of the team who will be making the decision, in advance of the Joint Section s meeting. Please also note that Dr. Mummaneni and I will be at a meeting together in New York in mid-february, and that may provide an opportunity for further discussion. I look forward to hearing back from you, and hopefully to working together for years to come. Sec. 7: Contact Information Jeremy Longhurst President BroadWater, LLC 301 S. County Farm Road, Suite L Wheaton, IL Tel: 630/ ex JLonghurst@BroadWater.com 11

12 Appendix The following Statement of Work is included purely as an example to illustrate the scope of services that BroadWater would expect to provide for your group. The Statement of Work will be refined and mutually agreed upon if BroadWater is selected as your meeting planner. EXAMPLE STATEMENT OF WORK BW shall perform Services as outlined below for the Jt. Section s Annual Meeting, a 3 day scientific program, in 2017, 2018, and The date and scheduling of the meeting will be mutually agreed upon between the Client and BW. BW shall perform the following Services for Client: SERVICES Selection of meeting location and hotel Hotel contract negotiation Development & management of meeting budget Development & management of meeting timeline Assist Client with Program Development Faculty Management Board / Committee Meetings Abstract Management CME Management Promotion Website / App Registration PARAMETERS Up to 6 cities / locations considered; multiple hotels researched; 1 site inspection. BW to recommend location and hotel, but Client to make final decision. BW to negotiate all aspects of hotel contract and forward to Client for signature. BW to develop detailed budget and submit to Client for approval. BW to submit to Client for approval and ensure timeline is followed. BW to provide administrative assistance to Client for program development and faculty selection for scientific sessions. Sessions to include: 3 days of General Sessions, up to 5 lunch symposiums, up to 6 special courses, a dinner seminar, a cadaver lab, and 2 days of exhibits. BW to invite and confirm faculty / VIPs and assist them with travel arrangements, hotel reservations, financial disclosures, and meeting reimbursements. BW to procure room and coordinate logistics for Committee meetings. BW to oversee development of abstract submission site, to include on-line abstract review. BW to manage communication with abstract presenters (both oral and E-Poster) and collection of author financial disclosures. BW to assist Client in developing and submission of CME application and ensure necessary documentation is gathered and submitted. BW to develop and execute promotional plan including design, production, and execution of print and digital promotion. BW to coordinate design and update of mobile responsive Client website and development of mobile meeting guide. BW to manage registration process for registrants including corporate (both on line and via fax) and distribute confirmations. 12

13 Accommodation Commercial Exhibits Corporate Grant Support Hotel Specifications Audio Visual On site Staffing Meetings Materials Committees Receptions, Dinners Accounts Post Meeting Wrap-Up BW to manage partial housing list for staff and VIPs and oversee hotel management of individual call-in rooming block for attendees. BW to manage invitations, sales, and arrangements for exhibits, sponsorships, and advertising. BW to invite and manage educational grants and other program support from industry. BW to oversee all aspects of hotel specifications and all on-site management including food and beverages, room set-ups, etc. BW to oversee all aspects of AV arrangements using an in-house provider or outside AV management company. BW to send up to 4 staff to manage all aspects of meeting on-site. BW to hire TBD temps for registration and security. BW to develop and produce Exhibit Prospectus, Preliminary Program book, Scientific Program book, course badges, ribbons, evaluation forms, and general handouts, course decoration, and signage. BW to set-up rooms, AV, and F&B for Executive Committee and Journal meetings. BW to arrange opening reception and 3 VIP dinners BW to manage course AR and AP and provide regular updates to Client. BW to manage faculty thank-you letters, honoraria, final expenses and budget reconciliation, evaluation summary, and provide Client with post-meeting report. Note: Several items in the RFP will require further discussion to ensure BroadWater fully understands the parameters of the tasks, including: 1) Organization of the cadaver labs: Poorly organized cadaver labs (especially if they are held in hotel settings, or poorly designed lab settings), can reflect extremely poorly on a meeting. BroadWater has considerable experience in this area and will want to better understand the scope of its role. 2) Meeting video management: It is not clear if this is to manage the video-recording of the sessions (and would BroadWater be required to edit the videos from the sessions), or is this referring to management of a video-library on site. 3) Affiliate management: Detail and scope of this task is needed. 4) Various Section Admin tasks are noted and their scope needs to be clarified. 5) The scope and relative complexity of the mobile app needs further understanding. 6) Clarification is needed of the number of site inspection trips that are undertaken and the number of Board meetings that BroadWater will need to attend. 13