The medical conference is dead REDUX
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Presentation given during the #MedComms Webinar, 15th July 2020: Disrupted events: what's happening in #MedComms practice?
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The medical conference is dead REDUX
- 1. Len Starnes Digital healthcare consultant #MedComms Webinar 15 July 2020 The medical conference is dead, long live the medical conference REDUXREDUX
- 2. Which medical conferences? Medical societies Patient organizations Pharmas Medical marketing orgs
- 3. Digital evolution of medical society conferences is hardly new From 2012 – 2020 change was slow yet continuous
- 4. Who was driving change? MILLENNIAL DOCTORS
- 8. What doctors say about virtual events PROS CONS Not being away from home Eliminates travel Significantly reduced costs Attend in pyjamas Global access Educational experience as good as or better than physical Unable to physically network No serendipitous collaboration opportunities Time-zone differences Occasional technical glitches
- 10. Almost 70% will not attend ASCO21 if no vaccine is available
- 11. June 18 poll: Should the current restrictions on public events be lifted, how likely would you be to attend a medical conference in the next 12 months? 261 respondents All specialities Almost 50% of UK doctors prefer to attend virtual conferences next 12 months Private correspondence: doctors.net.uk 35% Feel comfortable 49% Prefer virtual 16% Do not attend confs
- 12. Virtual impacts on medical societies PROS CONS Global access Increased attendance Educational experience as good as or better than physical Identical scientific programmes Lower costs (in future) Negative financial (2020 only) Imperative to think, work and operate differently Essential to closely monitor members’ preferences Develop new business models
- 13. PROS ‘Going virtual, compared to in-person, represented a huge financial hit’ Clifford Hudis Chief executive officer ASCO https://cancerletter.com/articles/20200605_6/
- 14. PROS https://events.jspargo.com/ASCO20/CUSTOM/asco20virtualpackages.pdf Hybrid business models must focus on new revenue streams from virtual attendees, sponsors and exhibitors Platinum $ 75,000 Premium $ 45,000 Enhanced $ 5,000 Exhibitor $ 3,000
- 15. Leading EU medical society: majority of members prefer hybrid events in future Survey of members’ future conference preferences: 2,700 responses* 83% prefer hybrid formats *Private correspondence
- 16. Hybrid increases complexity Virtual infrastructures present significant new challenges Vendor & technology? Bandwidth? Optimal engagement experiences? Social interaction models/metrics? Sponsor & exhibitor options? Internal resources?
- 17. Marketing disruption Opportunity to cut conference costs PHARMAS Confront a virtual dilemma
- 19. More opportunity to attend Medical societies increasingly recognize their importance PATIENTS embrace virtual
- 20. EULAR 2 - 5 June ESMO 17 - 21 Sept Paris ASCO 4 - 8 June Chicago ESC 28 Aug - 1 Sept London ERS 4 - 8 Sept Barcelona 2021? ECTRIMS 13 - 15 Oct Vienna ACR 5 - 9 Nov San Francisco
- 21. www.bcg.com/publications/2020/covid-vaccines-timelines-implications.aspx Scenarios depend on vaccine timelines www.statnews.com/2020/05/01/three-potential-futures-for-covid-19/
- 22. 2021 Vaccine(s) possible, herd immunity impossible Virtual conferences rule
- 23. 2022 Vaccine(s) possible, herd immunity unlikely Virtual conferences dominate, remainder hybrid
- 24. 2023 and beyond Vaccine(s) possible, herd immunity? Hybrid conferences dominate?
- 25. Related resources The medical conference is dead, long live the medical conference www.slideshare.net/lenstarnes/future-of-med-confs-final-11-dec-2013 The future of healthcare events www.slideshare.net/lenstarnes/keynote-the-future-of-healthcare-events Virtual conferencing: A roadmap for pharma www.slideshare.net/lenstarnes/virtual-conferencing-a-roadmap-for-pharma The emergent medical society conference: What will it mean for pharma? www.slideshare.net/lenstarnes/future-of-med-confs-e4-p-barcelona-2015final18- march
- 26. • Ronny Allan, neuroendocrine cancer patient opinion leader, UK • Ria Carruthers, Head of Community, M3 (EU), UK • Ilan Ben Ezri, CEO, G-MED, Israel • Kreetika Dhingra, Clinical Engagement Manager, Docplexus, India • Mark Garlinghouse, Strategy Consultant to DXY (China), Singapore • Negina Gencheva, Marketing Communications Manager, European Society of Medical Oncology (ESMO), Switzerland • Pia Kuss, Senior Marketing Manager, Coliquio, Germany • Ina Meyer, Global Group Patient Partnership Director, Roche, Switzerland • Mukesh Parmar, CEO, Docplexus, India • Jacqueline Partarrieu, Media Team Manager, Communication and Marketing Division, European Society of Cardiology (ESC), France • Tim Rice, CEO, Boondoc Technologies Inc, Canada • Sarah Zeder, Association Services Consultant, European Committee for Treatment and Research in Multiple Sclerosis (ECTRIMS), Switzerland A sincere thanks to the following for their support in developing this presentation
- 27. This presentation was given during the MedComms Forum Webinar, 15th July 2020: Disrupted events: what’s happening in #MedComms practice? Access the complete webinar: YouTube https://youtu.be/35znlRydO78 #MedComms NetworkPharma.tv
- 28. 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