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In the introduction to part 1 of this article it was stated that the characteristic which best describes how most medical societies where able to rapidly transition to virtual formats was evolutionary, rather than revolutionary. Medical societies must learn to thrive in the new normal Reassuringly, these participation intentions map well with doctors’ declared participation preferences (see Figures 2 & 3 in part 1 of this article).įigure 6 At a hybrid (onsite-and-online) event how would you prefer to participate? Results from a 2021 survey of 208 pharma and medtech companies across 42 therapeutic areas Will it focus more on onsite, more on online, or on both options equally? One indication from a 2021 survey of 208 pharma and medtech companies across 42 therapeutic areas was that only 52% prefer to focus exclusively on the onsite option (Figure 6). How the industry will eventually invest and participate at future onsite-and-online events is unclear. The 2 nd Ashfield-IPCAA survey additionally revealed that doctors want the industry to focus more on the science and be less commercially-orientated, in addition to being more adept at digital marketing and its use of social media.
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The industry and its PCOs will need to provide new, and above all, compelling reasons for doctors to engage via its virtual exhibition stands. Simply attempting to emulate a physical exhibition stand virtually will not succeed. A similar array of complex engagement options was available for physical and virtual exhibition stands.įigure 5 Sponsored symposia options at the EAACI hybrid congress 2021Īccording to the 1 st Ashfield-IPCAA survey of over 300 doctors who had attended virtual conferences in 2020, pharma’s sponsored symposia were generally well received but its virtual exhibition stands were not.
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Moreover, no attendee data was available for physical symposia, whereas all virtual symposia packages provided full attendee metrics analyses. Accessibility to physical symposia was limited to approximately one hour, compared with three years on-demand for virtual symposia, or 26,280 times longer. Just as PCOs are working closely with medical societies to provide tactical and strategic support services for their virtual offerings so too are they working equally closely with the pharmaceutical industry.įuture onsite-and-online conferences present significant decision-making challenges to the pharmaceutical industry, amply demonstrated by the sponsored symposia options, shown in Figure 5, which were available at the 2021 EAACI hybrid conference. This is where the industry confronts a steep learning curve necessitating a fundamental reassessment of its conference participation strategies. In the pharmaceutical industry digital marketing is nothing new, but in the context of onsite-and-online events it is.
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That said, the industry has accrued substantial experience of virtual engagement with healthcare professionals dating back for at least 25 years. In part 2, we look at how some affected groups can respond.įor the pharmaceutical industry, the disruption of the medical conference landscape came as a shock since its focus had traditionally been on participation at physical events. Part 1 of this article discussed the massive disruptions to medical events caused by the COVID-19 pandemic and how attendees’ preferences have shifted as things have shaken out.