Meeting management professionals have a unique role when it comes to the planning and execution of medical meetings. From ensuring the compliance of the healthcare professionals, to reporting and staying on top of trends, there are many complexities. The world of medical meetings can be hard to absorb, especially when the landscape is continually changing. This years’ Pharma Forum brought forth many differing perspectives and highlighted the trends that are occurring within the pharmaceutical and life sciences industry. Below are a few that I see as particularly important in the world of medical meetings.
Content is King
Yes, content is still king. However, we learned content can get complacent. That is why many pharmaceutical companies have a renewed focus on delivering the right content in the right manner to healthcare professionals. It is also important to note that the way content is being received is changing. Healthcare meetings are now becoming more engaging, encouraging the attendees to be more than spectators at their events. This can be achieved with specific meeting technology that is focused on enhancing attendee participation. For example, Educational Measures and MeetingPlay are both applications that can be used to increase engagement at meetings and make them more lively, inspiring, and interactive. This trend is making the consumption of content more desirable by the attendees through interaction and delivering more value to the organizations.
Is there an App for That?
There is an increase in the usage of mobile applications in medical meetings. No longer are attendees subject to waiting until the day of their event to interact with others attending the meeting. Attendees can have increased interaction with their peers and industry colleagues through mobile applications, and usage is on the rise. Mobile platforms such as Attendify and Crowdcompass help elevate the experience of events. Customized agendas, person-to-person chat forums, speaker bios, and activity pages are all common elements of these apps that are a value add for any medical meeting. If you are a meeting professional that hasn’t used a mobile app, be prepared for this trend coming to your medical meeting soon.
The Expanding World of China
Working on medical meetings in China, in the past, have been few and far between. However, now many pharmaceutical and life sciences companies are expanding within the country of China. This new landscape is creating more opportunities for face-to-face interactions, and in turn, more medical meetings. Not only will the meeting professional have to be well-versed in the compliance restrictions and regulations, they will also have to ensure they are up-to-speed on the cultural phenomena of planning medical meetings in that area of the world, as well.
Mergers and Acquisitions
We are seeing an increase of mergers and acquisitions (M&A) for companies within the life sciences and pharmaceutical industry. At times, these changes within the structure of organizations can create a gap in which third-party meeting planning agencies can help fill. There are also complexities in how medical meetings come together within the new organization. It is helpful to know about the intended change whether it be a merger or acquisition to ensure the meeting you are planning is taking in to account all types of attendees and collecting the compliance-related information needed for the event or conference to be successful.
It is important to have a constant flow of knowledge, education and peer support to help balance unprecedented changes, tackle tough regulations, and stay on top of trends. With the changing landscape in this highly-related niche industry, working with professionals who specialize in the nuances of medical meetings can greatly alleviate challenges in the long run and create successful, engaging and effective outcomes.