measure what matters: how to make health events more effective

If you’re the one putting on health fairs, preventative screenings, or outreach events, you know the basics: get people in the door, provide useful services, and hope they leave better informed.

But, as it’s said, you can’t improve what you don’t measure. So how do you go beyond that, and track real-world impact that can help make your next event even better?

Here are a few ways to think about how to measure the success of your event.

beyond attendance: measuring true engagement

Counting attendees is easy. But to understand if your event truly connected with attendees, dig deeper. Here are questions to consider, and ways to measure engagement:

How long did people stay? Use sign-in and sign-out sheets, QR code check-ins at key locations, or Wi-Fi tracking to measure dwell time.
Did they visit multiple booths, or just one? Provide booth passports, stamp cards, or digital scavenger hunts that encourage attendees to explore and log their visits.
Did they ask questions or participate in activities? Track interactions by giving vendors a simple way to tally engaged conversations or participation in hands-on activities.
What was the ratio of casual visitors vs. those actively seeking health services? Use a short intake survey at check-in or exit to identify intent. Were they browsing or there for a specific reason?

Tracking engagement also helps inform programming for future events by showing what truly captures attention and keeps people involved.

screenings: what happens next?

Offering preventative health screenings is great, but the real impact comes afterward. Consider tracking:

Which screenings had the highest participation, and why? Track sign-ups for different screenings and cross-reference attendance with event layout, promotion methods, and time of day to identify factors influencing participation.
How many people needed follow-up care? Set up a system where screening providers document cases requiring follow-up and share anonymized data with event organizers.
How many actually followed through with referrals? Use QR codes or digital referral forms that link to follow-up surveys, allowing attendees to confirm whether they scheduled or attended appointments.

A strong referral process ensures the event is more than a one-time checkup, and provides a bridge to real healthcare access. If you’re not a healthcare provider, partnering with providers who can offer low-cost or free follow-ups strengthens the impact.

Did it inspire action?

A good event educates. A great event changes behavior. Instead of simply asking attendees if, or how much, they enjoyed the event, track whether they took action. Try these follow-up strategies to inspire attendees to follow through, and measure the results:

On-site commitment tracking: Provide attendees with pledge cards or digital forms where they can commit to a specific action, such as scheduling a check-up or joining a health program.
Automated reminders: Use email or text message follow-ups to remind attendees of their commitments. A simple nudge can increase follow-through.
Post-event surveys: Send a survey a few months later asking: Did they make an appointment they had been avoiding? Did they sign up for a health program or service? Did they commit to a specific health goal (e.g., quitting smoking, exercising more)?
Health behavior tracking: If you’re a healthcare provider, or you partnered with healthcare providers for your event, track whether event attendees showed up for follow-up appointments or enrolled in ongoing programs.

Measuring behavioral change gives a clearer picture of an event’s long-term impact, rather than just gauging short-term interest.

what are people saying?

You likely ask for feedback, but who fills out your surveys? Often, it’s those who had the best experience. To get a fuller picture:

Conduct exit interviews: Randomly select attendees as they leave and ask about their experience in real time.
Gather vendor, sponsor, and partner feedback: Their perspective on attendee engagement, logistical challenges, and overall event value can help refine future planning.
Use multilingual or culturally-adapted surveys: Ensure that language barriers don’t limit participation in feedback collection.
Offer incentives for survey participation: Small giveaways or prize drawings can increase response rates and diversify feedback.

Honest feedback helps ensure future events serve the widest audience possible and highlight areas for improvement that might otherwise be overlooked.

roi: was it worth it?

To measure overall ROI effectively and justify future funding, consider collecting and tracking these data points:

Cost per person reached: Divide total event costs by the number of attendees who actively engaged (not just walked in). Consider segmenting by engagement level: those who attended screenings, participated in activities, or signed up for services.
Cost per screening completed: Track total screenings provided and divide by screening-related expenses. Compare across different screening types to see which provide the highest impact for cost.
Estimated healthcare savings: Partner with healthcare providers to estimate the potential cost savings from early detection. Use public health data or case studies to quantify how catching conditions early reduces emergency visits or long-term treatment costs.
Long-term cost benefits: Survey attendees to see if they took follow-up health actions that could reduce future healthcare expenses, such as scheduling preventive care visits.
Non-monetary ROI: Track community goodwill, media exposure, and relationship-building with stakeholders. These qualitative benefits can influence future funding decisions.

Presenting ROI in clear, data-driven ways strengthens the case for continued investment and helps refine cost-effective strategies for future events.

year-over-year or event-over-event progress: are you improving?

Finally: all of the above information is helpful, but it’s even more valuable when you have something to compare it to. To track year-over-year (or event-over-event) trends and improve future events, measure and manage these things:

Attendance and engagement trends: Compare total attendance numbers, but also look at engagement metrics—average time spent, number of booths visited, and participation in activities. Use check-in data, surveys, or vendor reports to track these changes.
Screening effectiveness: Analyze screening data over time to see if detection rates are increasing, if certain health issues are becoming more common, or if specific screenings are underutilized. Adjust outreach strategies accordingly.
Follow-up and behavior change: Track whether more attendees are taking action based on what they learn. Are more people scheduling follow-up appointments, joining health programs, or making lifestyle changes? Follow-up surveys and referral tracking can help measure this.
Demographic shifts: Compare attendee data to see if you’re reaching new or underserved populations. Adjust marketing and partnerships to expand outreach where needed.
Event ROI improvements: Track cost per engagement, cost per screening, and sponsorship retention to ensure your event remains financially sustainable and continues to deliver value.

By analyzing these patterns over multiple events, you can refine your approach, enhance impact, and make data-driven decisions for future programming.

the takeaway

The value of a health fair, health awareness, or preventative screening event extends well beyond a single day; it’s about driving lasting change. By collecting and analyzing meaningful data, you can continually improve each event, ensuring it has a greater impact than the last.