The ROI of Medical Meetings
Healthcare Professionals Demand Return on Investment
To provide an excellent ROI on time and money for medical meetings, planners must provide an abundance of interactive learning content while taking into consideration the fact that a medical professional’s time away from patients is very valuable. Through Ashfield Healthcare’s recent survey, The Science of Healthcare Professional Meetings, we learned best practices for providing the ultimate HCP meeting experience. One very important takeaway from the study was that healthcare professionals find the most value in medical meetings that “pack a punch” within a short time frame.
Lecture Halls Are Out
The traditional lecture hall approach to medical meetings is no longer a viable singular format. In order to feel a true ROI, medical professionals crave interactive learning experiences. Seminars and lectures on their own are not enough. Successful medical meetings will need to incorporate workshops, roundtable discussions, case-study presentations, and Q&A forums to encourage participation. In addition, many medical meetings now broadcast live clinical demonstrations and surgeries with a moderator on site to narrate and take audience questions throughout the presentation.
Consider offering panel discussions and including case studies and patient stories. Informal social settings are a plus for these formats. Keeping the audience engaged is the key to success!
And the engagement does not have to end on the stage. Exhibits providing interactive sessions on the show floor led by subject-matter experts also inspire collaborative discussion. Trade shows at medical meetings are a great place to offer hands-on activities while toning down the “hard sales” reputation they tend to receive.
Offerings like medical device workshops with live volunteers and the chance to test out surgical robots and other new equipment have proven to be extremely popular with attendees.
Networking Never Gets Old
Through pre-conference receptions, meet-and-greets, and other activities, medical meetings provide one-on-one networking and convenient access to peer networks. These informal activities are are often discounted by meeting planners, but they provide excellent opportunities for learning and professional development within a relaxed environment. Additionally, ensuring that these networking events also provide direct access to key thought leaders is vital.
Networking can evolve organically among attendees, but meeting planners can also create environments conducive to making connections. From happy hours and attendee lounges to city excursions and speed networking events, the possibilities are nearly endless.
Discover ways to increase networking at conferences and events.
Time is Money
Although many HCPs carve out time each year for educational travel, increasingly heavy workloads can deter them from taking long trips. Many medical professionals are turning to online educational opportunities due to the time commitments of most in-person conferences.
According to the Ashfield Healthcare study, the average medical professional is only willing to be away from their practice for three days at a time for educational purposes.
The bottom line is: Meeting planners should consider hosting shorter, more impactful meetings in multiple locations to accommodate attendees.