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Emergent hybrid medical society conferences: evidence of disruption; impact on pharma

Presentation first given at the 2015 Eyeforpharma Barcelona Conference; an update of a presentation given in 2013 on the emergent hybrid medical society physical/virtual conference format. Evidence of conference format disruption is presented based on the 2014 European Society of Cardiology Congress. The impact on the pharma industry is explored.

Emergent hybrid medical society conferences: evidence of disruption; impact on pharma

  1. 1. The emergent hybrid medical society conference What will it mean for pharma? Len Starnes Digital healthcare consultant Berlin Eyeforpharma Barcelona 2015 CCIB Barcelona 24 - 26 March 2015
  2. 2. The format of medical society conferences has remained unchanged for over 100 years http://www.fims.org/en/general/about-fims/
  3. 3. But not for much longer…
  4. 4. 1 Dressing gown or suit? The emergent hybrid conference 2 The new pharma conference model 3
  5. 5. Dressing gown or suit?
  6. 6. More doctors will attend in a dressing gown Not Dr Ronan Kavanagh, but Harold Lloyd looking decidedly suave http://www.ronankavanagh.ie/blog/attending-a-medical-meeting-in-my-dressing-gown/ I ll be attending the ACR virtually in my dressing gown from the comfort of my home office… Dr Ronan Kavanagh, Rheumatologist ‘ ’ ’
  7. 7. Digital immigrant Expects med soc to dictate programme Perceives confs as temporally-limited events Seeks to attend confs physically whenever possible Digital native Expects to help shape conf programmes Perceives confs as 365-day interactive conversation Opts for physical attendance far more selectively
  8. 8. Physical and virtual attendee doctors are not mutually exclusive groups Physical Virtual
  9. 9. 0 200 400 600 800 1000 1200 1400 1600 2010 2015 2020 2023 Virtual attendees set to outnumber physical Physical conference attendees Virtual conference attendees Baseline = 100% Number of physical conference attendees in 2010 Attendees 2013 Scenario based on current growth of virtual vs physical conference attendees
  10. 10. The emergent hybrid conference
  11. 11. The European Society of Cardiology annual Congress
  12. 12. Generational divide Younger generation cardiologists are less loyal to the Society Stephanie Raty Head of Congress Marketing & Communications European Society of cardiology ESC is no longer a prime source of medical reference
  13. 13. Societies reporting decreasing loyalty
  14. 14. 310k total unique visitors 450k total visits 1.9m total page views Dramatic growth since launch http://www.escexhibition.org/ESC2015
  15. 15. Virtual attendees outnumber physical at ESC Congress 2014 http://www.escexhibition.org/ESC2015 0 5000 10000 15000 20000 25000 30000 Series 1 24,622 HCPs 25,178 virtual visitors during 5 daysESC Congress 2014 Virtual ESC Congress 365 attendees Physical attendees
  16. 16. 0 5000 10000 15000 20000 25000 30000 Series 1 ESC Congress 2013 ESC Congress 2014 Unique visitors to ESC 365 17,567 25,178 5-day unique visitors up 30% YoY www.escexhibition. org/ESC2015
  17. 17. Under review Members-only social network to share, discuss and collaborate
  18. 18. ASCO global community
  19. 19. Societies considering members-only communities
  20. 20. Compelling case for an ESC community Membership database Exemplary content Trust & credibility Future driver of the hybrid Congress model
  21. 21. Dramatic increase in social media use 0 5000 10000 15000 20000 25000 Category 1 Category 2 Series 1 Unique users FB +Twitter ESC Congress 2014 ESC Congress 2013 0 10000 20000 30000 40000 50000 Category 1 Category 2 Series 1 Interactions FB + Twitter ESC Congress 2014 ESC Congress 2013 2,600 22,400 43,196 12,248 762% 253% www.escexhibition.org/ESC2015
  22. 22. Neither the ESC nor ECCO wish to discuss the topic further WHY?
  23. 23. DISRUPTION
  24. 24. Medical society paradigm Societies no longer the prime reference on medical advances
  25. 25. Business model Loss of conference revenue from commercial pharma partners
  26. 26. Outrageous conference costs
  27. 27. 0 2000 4000 6000 8000 10000 12000 14000 16000 2009 2010 2011 2012 2013 2014 14,178 11,928 11,755 10,198 10,368 11,815 ESC Congress rented stand space m2 ESC rented stand space down almost 30% http://www.escexhibition.org/ESC2015
  28. 28. Future business model Less revenue from physical events New revenue streams from virtual participation options
  29. 29. The new pharma conference model
  30. 30. Major forces at work Increasing compliance restrictions Pressure to reduce conference participation costs Disruption of medical society meetings Dissatisfaction with speed of diffusion of medical advances Digital social technology drivers
  31. 31. Hybrid exhibition stand concept Much smaller physical booths
  32. 32. Complementary virtual booths Networking & socializing opportunities Hosted on society network Lower costs 365 Increased reach Real-time analytics Quantifiable ROI Photo courtesy www.ivent-uk.com
  33. 33. Hybrid sponsored symposia concept Fewer didactic brand-focused lectures More open, collaborative formats Sage on the stage events may wither
  34. 34. Complementary virtual symposia Real-time analytics Hosted on society network Increased reach 365 on-demand Temporally-distributed programmes Multifarious interactive formats Quantifiable ROI Photo courtesy www.ivent-uk.com
  35. 35. What about COMPLIANCE? …and those friendly colleagues in the back row with their thumbs down
  36. 36. Your next move?
  37. 37. 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 & Consulting

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