SPONZORIRANJE V FUNKCIJI USPEŠNE ORGANIZACIJE MEDICINSKIH KONGRESOV - Peric, Mateja (2009)
Sponzorstvo kongresnih prireditev danes ni več avtomatski prispevek dobrodelnega značaja. Doseganje »Win-Win« stanja, v katerem tako sponzor kot sponzoriranec verjameta, da sta veliko pridobila je dolgotrajen postopek, ki temelji na poglobljenem poznavanju tržnih zakonitosti in razmer na trgu. Vse to pa ob predpostavki, da ima kongres dobre strokovne temelje, da na kongresu predavajo ugledni svetovno znani strokovnjaki, teme kongresa pokrivajo sodobne dosežke medicinske stroke. Ker so cilji sponzorja in sponzoriranca velikokrat različni je pomembno, da je sponzorska ponudba pripravljena skladno s potrebami sponzorja in njegovimi marketinškimi cilji. Namen sponzoriranja je vzpostavitev dolgoročnega partnerskega odnosa med sponzorjem in sponzorirancm. Sponzorska pogodba kot obligacijsko razmerje mora upoštevati predpisana pravna določila in posebnosti, ki veljajo pri organizaciji medicinskih kongresov. Organizatorji medicinskih kongresov sami lahko ob nenehnem izobraževanju osebja, izboljšavah na področju organizacije, upoštevajoč razvoj tehnologije, veliko pripomorejo k uspešni organizaciji kongresa, ki bo privabila veliko število udeležencev in posledično sponzorjev. So pa področja, na katera organizator kongresa neposredno nima vpliva. Zato so ukrepi, ki bodo povečali prepoznavnost Slovenije, izboljšali njeno prometno in drugo infrastrukturo omogočili, da bo Slovenija lahko organizirala kongrese z več kot 2.500 udeleženci, saj je število udeležencev, kot ciljna skupina sponzorja, pomemben dejavnik pri odločitvi o sponzoriranju. Today, the sponsorship of congress events is no longer a granted contribution as an act of benefaction. The attainment of a “win-win” situation, where the sponsoring as well as the sponsored party believes that it has obtained a great deal, is a long process, based on in-depth knowledge of market regulations and conditions. It is conditioned by the fact that the congress in question has sound scientific bases, that it hosts reputed and world renowned speakers, and that its topics address groundbreaking achievements in medicine. As the objectives of the sponsor and the sponsored party are very often divergent, the sponsorship tender should be prepared in accordance with the sponsor’s needs and his marketing objectives. The purpose of sponsorship is to establish a long-term partnership between the sponsoring as well as the sponsored party. The agreement on sponsorship as a contractual obligation needs to take into consideration the legal provisions and distinctive features governing the organisation of conferences of medical professionals. With continual staff training, improvements of organization, and updating of technology, the organisers of medical conferences can contribute to the successful implementation of the congress, which is to attract a great number of participants and, consequently, also sponsors. Nevertheless, there are areas which the congress organiser cannot influence directly. Therefore the measures which are to raise Slovenia’s profile, as well as improve its transport facilities and other infrastructure will enable Slovenia to organise congresses with over 2,500 participants, since the number of participants, as the sponsor’s target group, plays a significant role in the sponsor’s decision on financial support.