Keynote presented at 'The Future of Healthcare Events Forum', Malmö, Sweden, 12 - 14 Feb 2019. Forum attendees were events professionals but insights have significant relevance for all healthcare stakeholders.

1. THE FUTURE OF
HEALTHCARE EVENTS
Healthcare Events Forum
Malmö, Sweden
12 – 14 February 2019
Len Starnes
Digital healthcare
consultant, Berlin

2. 1
Change
drivers
2
Medical
societies3
New
players
4
The shape of
things to come

3. CHANGE DRIVERS

4. Doctors Technology
PharmaPatients

5. Millennial
doctors
Born between
early 80s and 2000
Digital natives
Tech savvy
Highly reliant on
digital sources of
information
More social online
and offwww.drgdigital.com/drg-digital-innovation-blog/meet-the-
millennial-physicians-young-mobile-and-harder-to-reach

6. Opt for physical
conference attendance
selectively, increasingly
disinclined to travel
Turn to live & recorded
online audio & video for
medical education
Perceive conferences
as 365 interactive
conversations
Think & act
differently

7. ‘
Refinement of existing technologies
will enable events to seamlessly merge
physical, social and virtual channels
New engagement models
New players
More options
More complexity

8. ‘
Integrated
multichannel
events
emerging
Virtual
event-
owner
channels
Virtual
educational
provider
channels
Virtual
pharma,
medtech
& patient
channels
HCPs
social
networks
Public
social
media
Physical
‘

9. ‘
Growing use of public social media
www.symplur.com
0
500
1000
1500
2000
2500
Category 1 Category 2 Category 3
Series 1
1428
2282
1982
2014 2015 2016
Unique
registered
healthcare
conference
hashtags
Twitter predominates

10. ‘
Proliferation of virtual meetings
& events tools
Video & web conferencing growing rapidly
52%
of all virtual meetings by 2023
Frost & Sullivan Best Practices Awards: ww2.frost.com/
www.forbes.com/forbes-insights/our-work/the-connected-culture/

11. ‘
Courtesy: Impetus Digital
Technology is transforming one-off
physical ad board meetings to
continuous multiple-touchpoint events

12. ‘
Courtesy: Impetus Digital
Significant impacts reported*
Sales
Sales
Sales
40%
Increase in speed of
insights gathering
50%
Increase in quantity
& quality of insights
75%
Decrease in costs
*Compared with average full-day physical ad board meetings
Sales90%
Engagement

13. VR, AR, MR
The next BIG thing?

14. www.medscape.org/sites/townhall/public/noac-reversal?src=soc_tw_181107_mscpedu_liveev_card_noac&faf=1
VR CME at #AHA2018
Enabling immersive educational
environments for HCPs & patients
www.bmj.com/content/364/bmj.k5419

15. https://plannerwire.net/virtual-reality-means-conferences-events-today
‘
Beware of shiny
new objects
VR is not going to be a thing
for most conferences and
events for a long long, time….
Plannerwire .net
‘
‘

16. One major exception AI:
ML - Machine Learning
NLP - Natural Language Processing
Courtesy Symplur: www.symplur.com
Visualizing & interpreting
virtual conference participation
Making conference outputs
more accessible for all
Using conference data
for predictive analytics
Frost & Sullivan Best Practices Awards: ww2.frost.com/
Tim OReily: www.linkedin.com/pulse/gradually-suddenly-tim-o-reilly/

17. https://www.symplur.com/signals/
Courtesy Symplur; https://www.symplur.com/signals/
Using ML to identify
leading conference influencers
www.symplur.com/

18. https://www.symplur.com/signals/
Using NLP to reveal trending terms
www.symplur.com

19. Why is Pharma a driver?
Costs, logistics
Doctors
needs &
preferences
Effectiveness of ad boards and
global teams in Marketing, Medical,
R&D, Clinical, Advocacy, Digital, Innovation
Patients
needs &
preferences

20. Roche
Embracing multichannel events
Physical
meeting
Athens
189 patients
181 POs
Virtual
participation
Belgrade
35 patients
18 POs
Public
social media
Twitter
#IEEPO2018
IEEPO 2018
International Experience Exchange
for Patient Organizations 2018

21. Open comment
& discussion
#IEEPO2018
Real-time
conference
participation
Belgrade

22. Patient power
rules, OK?
‘Patients are e – empowered,
educated and enabled
Demand their voice be heard
at medical meetings
@ePatientDave !
Increasing number attend
medical meetings virtually
‘
//medicinex.stanford.edu/2017/08/18/who-should-be-included-
in-health-care-conferences/
www.bmj.com/content/354/bmj.i3883

23. Is your conference
Patients Included?
Patientsincluded.org
Patients or caregivers actively participate
in design and planning
Patients or caregivers attend and
participate
Travel and accommodation expenses are
paid in advance. Scholarships are provided
Disability requirements of participants
are accommodated
Access for virtual participants is facilitated

24. MEDICAL SOCIETIES

25. ‘
’
Millennials
drive disruption
Younger-generation
cardiologists are
less loyal to the Society
Stephanie Raty
Head of Congress Marketing
& Communications, ESC
2014
‘
‘

26. Tipping point: Virtual attendees
outnumbered physical at ESC
Congress 2014
www.escexhibition.org/ESC2015
0
5000
10000
15000
20000
25000
30000
Series 1
24,622
HCPs
25,178
during 5 days
Virtual ESC 365
attendees
Physical attendees

27. Strategy recognizes 5 crucial
congress-related issues
www.kardio-cz.cz/data/upload/novinky/ESC-StrategicPlan-March2016.pdf
New funding models
Major changes in audience
demographics & preferences
Threats from other
educational providers
Importance of virtual
congresses
Importance of patients

28. NEW PLAYERS

29. Inhabitants of the
medical-event ecosystem
Medical societies
National health orgs
Universities
Hospitals
Meded providers
Healthcare media
Patient orgs
Payers
Pharmas
Medtechs
#FOAMed
#SoMe4Surgery
HCPs social networks

30. HCPs social networks
Communities of authenticated
medical professionals

31. Scale is everything
12 years of sustained growth
20102007
> 150 networks
> 8m HCPs
Aggregate global
membership
2019
5m
10m
1st network
2007: Sermo
2015
www.slideshare.net/lenstarnes/0-years-of-doctors-social-networks-what-have-we-learnt-what-can-we-expect

32. Proliferation of conference & events services
Focus on
doctors needs
Provide concise real-time conference highlights
& P2P discussion options
Increase productivity,
reduce travel time & cut costs
‘

33. Highlights hit the spot
G-Med Physicians
Global
Coliquio
Germany
The Rounds
Canada
Esanum
Austria, France, Germany,
Italy, Spain, Switzerland, UK

34. 365-continuity model
New business model
Extends 2-3 day event to
months or full year
New discussion formats
Monthly conference
discussion topics spread
across year
Partners
Medical societies, pharma,
medtechs
Events orgs
Crucial partnerships to
help create innovative
monetizing modules

35. Courtesy: G-Med Physicians
On-demand
lecture
Virtual attendee
discussion
365-model
UI

36. Courtesy: G-Med Physicians
“The digital conferencing solutions in G-Med
were a great addition and boost to the
physician's engagement in the online expert's
group we sponsor on G-Med.
Physicians’ feedback was very good especially
since those conferencing tools answered some
specific needs and complement some of the
physical conference activities”.
Brand Manager, MSD
“The digital conferencing solutions in G-
Med were a great addition and boost to the
physician's engagement in the online
expert's group we sponsor on G-Med.
Physicians’ feedback was very good
especially since those conferencing tools
answered some specific needs and
complement some of the physical
conference activities”.
Brand Manager, MSD
The digital conferencing solutions in
G-Med were a great addition and boost
to the physicians engagement in the
online expert's group we sponsor on
G-Med.
Physicians feedback was very good,
especially since those conferencing tools
answered some specific needs and
complement some of the physical
conference activities'.
Brand Manager
‘
‘

37. THE SHAPE OF
THINGS TO COME

38. The next 3 – 5 years
Likely scenarios
• Doctors will remain prime change drivers
• Patient participation will become the norm
• Ad board meetings will become continuous
• Integrated multichannel events will emerge
• New players will enter the ecosystem
• Events landscape will be highly complex
Disruption-coping strategies
• Better understand doctors preferences & expectations
• Support and promote patient participation
• Focus on event continuity – conferences & ad boards
• Collaborate with med socs on the 5 key disruptive issues
• Develop new partnership models
• Become masters of event data, insights & metrics (AI)
‘

39. A sincere thanks to the following for their
help in developing this presentation
• Ilan Ben Ezri, CEO, G-Med Physicians
• Irmi Gallmeier, Senior International Health Policy Leader,
Patient Group Relations, Roche
• El Mehdi Jadoual, Senior Manager EMEA, Esanum
• Julio Mayol, Professor of Surgery, Hospital Clinico
San Carlos - Universidad Complutense de Madrid
• Rosalind Oxley, Director, iVent
• Luise Reckenwald, Head of Marketing, Coliquio
• Tom Renneberg, Founder & CEO, Esanum
• Tim Rice, President & VP Sales, TheRounds
• Robert Rosenbloom, President & CEO, PlatformQ
• Gökhan Salmanoglu, Commercial Operations & Digital
Transformation Executive, Pfizer
• Christian Staaden, Senior Liaison Manager, Esanum
• Auden Utengen, Founder & Partner, Symplur
• Bart de Witte, Director Digital Health, IBM DACH
• Natalie Yeadon, Co-Owner & Managing Director, Impetus Digital

40. lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
linkedin.com/in/lenstarnes
twitter.com/lenstarnes
slideshare.net/lenstarnes
Len Starnes
Digital Healthcare
Research & Consulting