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THE FUTURE OF
MEDICAL SOCIETY
CONFERENCES
What we learnt in 2020
What might happen in 2021
Len Starnes
Digital healthcare consultant
#MedComms webinar
20 January 2021
H1 2020: first insights
DOCTORS MEDICAL SOCIETIES
Experience significantly
better than expected
Inability to physically
network
Preference for hybrid
in future
Remarkable ability to
rapidly transform
Massive financial losses
Apparent commitment to
physical formats 2021
H2 2020: Unabated transformation
PROS CONS
Over 150%
increase in attendance
Attendees from
144 countries
Physical 2019 Virtual 2020
22,094
33,784
https://erscongress.org/images/Industry/Industry-
2020/documents/ERS2021_website_stats_report.pdf
PROS CONS
Almost 220%
increase in attendance
Registration
fees up to € 200
Source: European Hematology Association
Congress secretariat, MCI The Netherlands
Physical 2019 Virtual 2020
12,000
26,000
PROS CONS
www.escardio.org/The-ESC/Press-Office/
Press-releases/Best-of-ESC-Congress-2020-The-Digital-Experience
Almost 350% increase in attendance
33,510
Physical 2019 Virtual 2020
116,000
Over 50% under
40 years old
No registration
fee
92%
Now consider
attending virtually
Survey of > 300 doctors
in EU & USA
Doctors’ traditional reluctance to attend
virtual congresses changed dramatically
Healthcare professionals’ experiences of
virtual congress. September 2020,
IPCAA & Ashfield Meetings. Ashfieldmeetings.com
Docs missed the personal touch & networking
Healthcare professionals’ experiences of
virtual congress. September 2020,
IPCAA & Ashfield Meetings. Ashfieldmeetings.com
60%
Missed personal/human
touch
35%
Missed networking
interactions
First medical society to transform
all events to virtual 2021
www.escardio.org/Congresses-&-Events
European Academy of Allergy and Clinical Immunology
First hybrid announcements
www.eaaci.org/eaaci-congresses/eaaci-2021
Association for Medical Education in Europe
First hybrid announcements
amee.org/conferences/amee-2021
Glasgow
Pharma’s virtual exhibition stands were a flop
Healthcare professionals’ experiences of
virtual congress. September 2020,
IPCAA & Ashfield Meetings. Ashfieldmeetings.com
20%
of doctors visited a stand
47%
of doctors did not
try to connect with
representatives
2021
What to expect
Significant shift from physical to virtual H1
Some dither
Status 20.1.21: https://congress.eular.org
‘Primarily virtual’
No further hybrid announcements
?
ESMO 17 - 21 Sept
Paris
ASCO 4 - 8 June
Chicago
ERS 4 - 8 Sept
Barcelona
Physical-only
events looking
less likely
ACR 5 - 9 Nov
San Francisco
EAU 9 - 12 July
Milan
FORMAT OPTIONS 2021
Virtual VIRTUAL
Hybrid
Physical
‘Something that is a combination
of two different things, so it has
qualities relating to both of them.’
Cambridge English Dictionary
WHAT DOES HYBRID MEAN?
Physical events
HARD
T h e a w f u l t r u t h
Virtual events
HARDER
Hybrid events
EVEN HARDER
HYBRID
Challenges confronting medical societies
UX
Treat physical &
virtual attendees
equally
Personalize
Enable flawless
physical-virtual
networking
Extend concepts
of time & space
UX
Treat physical & virtual
attendees equally
Personalize
Enable flawless
physical-virtual
networking
Extend concepts of
time, space & language
Internal
Steep learning curve
Significantly more
planning & coordination
effort
Embrace
experimentation
& innovation
Commercial
New business models
Appropriate attendee
fee structures
Novel partnership,
sponsorship & exhibitor
options
Successful hybrid events start by asking
WHY?
Purpose
Process
Result
WHY
HOW
WHAT
Sharing knowledge
Speakers & attendees
Facilitating networking
Attendees & attendees
Doing business
Exhibitors & attendees
Based on The Golden Circle
www.youtube.com/watch/fMOlfsR7SMQ
© Courtesy: Conference Compass
www.conferencecompass.com
Visualizing hybrid-event interactions
Conference Compass’s
networking matrix
Why network?
Deepen understanding
Ask specific questions
Boost ego
Seek career opportunities
Search for serendipidy
Identify clients
Seek new business
Meet friends/colleagues
© Courtesy: Conference Compass
www.conferencecompass.com
#OneCommunity hybrid event platform
Mobile & web-apps
enable engagement
between attendees,
speakers and
exhibitors online
and onsite.
HYBRID
Challenges confronting pharmas
UX
Treat physical &
virtual attendees
equally
Personalize
Enable flawless
physical-virtual
networking
Extend concepts
of time & space
Virtual
exhibition stands
Develop engaging
concepts beyond just
a website
Improve & motivate
access to MSLs
Engagement
optimization
Multiple options
Uncertain benefits
& costs
Constrained resources
Dual
infrastructures
Likely to be 50% fewer
physical attendees than
in the past
Significantly more
virtual attendees
Expect more change…
much more change
THE CHANGE DRIVERS
GENERATION Z
DOCTORS
www.ncbi.nlm.nih.gov/pmc/articles/PMC6108364/
MILLENNIAL
DOCTORS
+
Millennial + gen z doctors will
comprise the largest share of
the medical profession by 2030
Both cohorts view climate change
as the single most important issue
facing humanity
2030 and beyond
Fear of Climate Change will determine formats
Virtual dominates
Related resources
Disrupted events: what’s happening in #Medcomms practice?
MedComms Networking webinar, 20 July 2020
www.medcommsnetworking.com/forum_july2020.html
The extended congress: reimagining scientific meetings after the COVID-19 pandemic
Association for Medical Education in Europe (AMEE), 22 June 2020
www.mededpublish.org/manuscripts/3148
The future of healthcare events
Keynote delivered at Healthcare Events Forum. Malmö, Sweden, 2019
www.slideshare.net/lenstarnes/keynote-the-future-of-healthcare-events
Simon Sinek, The Golden Circle, TED Talks
www.youtube.com/watch/fMOlfsR7SMQ
Millennials: The Unforeseen Generation That Will Lead Healthcare Transformation
www.aha.org/sites/default/files/2018-03/180321-workforce-webinar.pdf
Demographic Shifts: The World in 2030
//issuu.com/cw-red/docs/cw_demographic_shifts
Jelmer van Ast
CEO & Founder, Conference Compass
The Hague, The Netherlands
www.conferencecompass.com
A sincere thanks to Jelmer van Ast
for inspiration and generously sharing
insights
lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
www.linkedin.com/in/lenstarnes
www.twitter.com/lenstarnes
www.slideshare.net/lenstarnes
Len Starnes
Len Starnes Digital Healthcare
Research and Consulting

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The future of medical society conferences: What we learnt in 2020. What might happen in 2021

  • 1. THE FUTURE OF MEDICAL SOCIETY CONFERENCES What we learnt in 2020 What might happen in 2021 Len Starnes Digital healthcare consultant #MedComms webinar 20 January 2021
  • 2. H1 2020: first insights DOCTORS MEDICAL SOCIETIES Experience significantly better than expected Inability to physically network Preference for hybrid in future Remarkable ability to rapidly transform Massive financial losses Apparent commitment to physical formats 2021
  • 3. H2 2020: Unabated transformation
  • 4. PROS CONS Over 150% increase in attendance Attendees from 144 countries Physical 2019 Virtual 2020 22,094 33,784 https://erscongress.org/images/Industry/Industry- 2020/documents/ERS2021_website_stats_report.pdf
  • 5. PROS CONS Almost 220% increase in attendance Registration fees up to € 200 Source: European Hematology Association Congress secretariat, MCI The Netherlands Physical 2019 Virtual 2020 12,000 26,000
  • 6. PROS CONS www.escardio.org/The-ESC/Press-Office/ Press-releases/Best-of-ESC-Congress-2020-The-Digital-Experience Almost 350% increase in attendance 33,510 Physical 2019 Virtual 2020 116,000 Over 50% under 40 years old No registration fee
  • 7. 92% Now consider attending virtually Survey of > 300 doctors in EU & USA Doctors’ traditional reluctance to attend virtual congresses changed dramatically Healthcare professionals’ experiences of virtual congress. September 2020, IPCAA & Ashfield Meetings. Ashfieldmeetings.com
  • 8. Docs missed the personal touch & networking Healthcare professionals’ experiences of virtual congress. September 2020, IPCAA & Ashfield Meetings. Ashfieldmeetings.com 60% Missed personal/human touch 35% Missed networking interactions
  • 9. First medical society to transform all events to virtual 2021 www.escardio.org/Congresses-&-Events
  • 10. European Academy of Allergy and Clinical Immunology First hybrid announcements www.eaaci.org/eaaci-congresses/eaaci-2021
  • 11. Association for Medical Education in Europe First hybrid announcements amee.org/conferences/amee-2021 Glasgow
  • 12. Pharma’s virtual exhibition stands were a flop Healthcare professionals’ experiences of virtual congress. September 2020, IPCAA & Ashfield Meetings. Ashfieldmeetings.com 20% of doctors visited a stand 47% of doctors did not try to connect with representatives
  • 14. Significant shift from physical to virtual H1
  • 15. Some dither Status 20.1.21: https://congress.eular.org ‘Primarily virtual’
  • 16. No further hybrid announcements ?
  • 17. ESMO 17 - 21 Sept Paris ASCO 4 - 8 June Chicago ERS 4 - 8 Sept Barcelona Physical-only events looking less likely ACR 5 - 9 Nov San Francisco EAU 9 - 12 July Milan
  • 18. FORMAT OPTIONS 2021 Virtual VIRTUAL Hybrid Physical
  • 19. ‘Something that is a combination of two different things, so it has qualities relating to both of them.’ Cambridge English Dictionary WHAT DOES HYBRID MEAN?
  • 20. Physical events HARD T h e a w f u l t r u t h Virtual events HARDER Hybrid events EVEN HARDER
  • 21. HYBRID Challenges confronting medical societies UX Treat physical & virtual attendees equally Personalize Enable flawless physical-virtual networking Extend concepts of time & space UX Treat physical & virtual attendees equally Personalize Enable flawless physical-virtual networking Extend concepts of time, space & language Internal Steep learning curve Significantly more planning & coordination effort Embrace experimentation & innovation Commercial New business models Appropriate attendee fee structures Novel partnership, sponsorship & exhibitor options
  • 22. Successful hybrid events start by asking WHY? Purpose Process Result WHY HOW WHAT Sharing knowledge Speakers & attendees Facilitating networking Attendees & attendees Doing business Exhibitors & attendees Based on The Golden Circle www.youtube.com/watch/fMOlfsR7SMQ
  • 23. © Courtesy: Conference Compass www.conferencecompass.com Visualizing hybrid-event interactions Conference Compass’s networking matrix Why network? Deepen understanding Ask specific questions Boost ego Seek career opportunities Search for serendipidy Identify clients Seek new business Meet friends/colleagues
  • 24. © Courtesy: Conference Compass www.conferencecompass.com #OneCommunity hybrid event platform Mobile & web-apps enable engagement between attendees, speakers and exhibitors online and onsite.
  • 25. HYBRID Challenges confronting pharmas UX Treat physical & virtual attendees equally Personalize Enable flawless physical-virtual networking Extend concepts of time & space Virtual exhibition stands Develop engaging concepts beyond just a website Improve & motivate access to MSLs Engagement optimization Multiple options Uncertain benefits & costs Constrained resources Dual infrastructures Likely to be 50% fewer physical attendees than in the past Significantly more virtual attendees
  • 27. THE CHANGE DRIVERS GENERATION Z DOCTORS www.ncbi.nlm.nih.gov/pmc/articles/PMC6108364/ MILLENNIAL DOCTORS +
  • 28. Millennial + gen z doctors will comprise the largest share of the medical profession by 2030 Both cohorts view climate change as the single most important issue facing humanity
  • 29. 2030 and beyond Fear of Climate Change will determine formats Virtual dominates
  • 30. Related resources Disrupted events: what’s happening in #Medcomms practice? MedComms Networking webinar, 20 July 2020 www.medcommsnetworking.com/forum_july2020.html The extended congress: reimagining scientific meetings after the COVID-19 pandemic Association for Medical Education in Europe (AMEE), 22 June 2020 www.mededpublish.org/manuscripts/3148 The future of healthcare events Keynote delivered at Healthcare Events Forum. Malmö, Sweden, 2019 www.slideshare.net/lenstarnes/keynote-the-future-of-healthcare-events Simon Sinek, The Golden Circle, TED Talks www.youtube.com/watch/fMOlfsR7SMQ Millennials: The Unforeseen Generation That Will Lead Healthcare Transformation www.aha.org/sites/default/files/2018-03/180321-workforce-webinar.pdf Demographic Shifts: The World in 2030 //issuu.com/cw-red/docs/cw_demographic_shifts
  • 31. Jelmer van Ast CEO & Founder, Conference Compass The Hague, The Netherlands www.conferencecompass.com A sincere thanks to Jelmer van Ast for inspiration and generously sharing insights
  • 32. lenstarnes@gmail.com T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes www.linkedin.com/in/lenstarnes www.twitter.com/lenstarnes www.slideshare.net/lenstarnes Len Starnes Len Starnes Digital Healthcare Research and Consulting