American Express Meetings & Events identifies top meetings trends impacting healthcare congresses
The report, titled On The Horizon: Healthcare Congress Trends to Watch, identifies the top trends impacting large-scale congresses in the healthcare and pharmaceutical space.
The report found time pressures on healthcare providers (HCPs) and changing funding models that mean HCPs are required to pay for their own attendance, are among factors that could deter attendance.
Three quarters of meeting professionals agree there is increasing pressure to find new ways to deliver education to healthcare providers, therefore the report suggests planners should think creatively about hands-on, interactive programming and meeting space design to shake up outdated learning environments.
“Healthcare and pharma congresses face a complicated challenge: to grow engagement and attendance, they must navigate highly complex regulated environments and compete for the time of healthcare providers, whose time is already in demand,” said American Express Meetings & Events vice president healthcare and pharmaceutical Lisa McKenzie.
“But it’s not insurmountable. By remaining keen observers of meeting trends, congress planners can make their event a valuable experience for healthcare providers and encourage attendance year after year.”
Other recommendations made in the report include: delivering high-end experiences for the discerning attendee; embracing the future with digital learning; using emerging technology like virtual reality as a strategy for engagement; and personalising content to engage attendees.
Download the full report here.