KEY TAKEAWAYS

• MedTech compliance now centres on education, not promotion—early vetting is key.
• Future meetings must shift from information delivery to emotional, transformative experiences.
• Pre- and post-meeting engagement using AI, storytelling, and gamification boosts long-term impact.

A recent report from the International Congress and Convention Association (ICCA) on The Future of Healthcare Meetings 2024, held in Zurich, offers critical insights for pharma and medical technology professionals navigating the future of scientific events. Discussions centred on designing meetings for lasting impact, aligning with evolving compliance frameworks, and extending educational engagement across the full event lifecycle.

Designing for new generations: meeting formats must evolve

In a panel hosted by the European Academy of Allergy and Clinical Immunology, experts from life sciences, congress planning, and preventive medicine emphasised that medical meetings must shift from lecture-heavy formats to experiences built around interaction and flexibility. To meet the needs of younger healthcare professionals—who seek work-life balance and digest content differently—sessions should be shorter, wellness oriented, and digitally enabled.

Medical meetings must shift from lecture-heavy formats to experiences built around interaction and flexibility.

Artificial intelligence (AI) and digital platforms are seen as essential to delivering these “experience meetings”, supporting personalised learning and inclusive participation. The design of meeting spaces and formats should follow suit, prioritising delegate experience and sustainability.

Compliance as strategic currency: pharma’s role is evolving

A dedicated compliance session brought together voices from International Pharmaceutical Congress Advisory Association, European Society of Sports Traumatology, Knee Surgery and Arthroscopy, Congrex, and others to explore how changing regulations are reshaping pharma’s involvement in medical meetings. A key trend is the move from traditional sponsorship to educational grants, with industry support often contingent on final Conference Vetting System approval.

Speakers stressed that early collaboration and a shared understanding of compliance codes (European Federation of Pharmaceutical Industries and Associations, International Federation of Pharmaceutical Manufacturers and Associations, local legislation) are vital. Medical technology firms are taking a firmer stance on excluding promotional elements, focusing strictly on educational value. Workshops showed that building internal compliance expertise—particularly within medical societies—is crucial for fostering trust and enabling agile, regulation-compliant event planning.

Extending impact: engagement beyond the conference hall

A session led by the European Society for Blood and Marrow Transplantation showcased how events can maintain momentum post-meeting. Case studies featured AI-driven storytelling, gamified escape rooms, and hybrid learning environments that personalise and extend the learning journey. These strategies support long-term behavioural change and reflect a growing shift toward continuous engagement rather than isolated events.

Brief context: wider healthcare and communication trends

Opening remarks from Felix Strobl (European Society of Preventive Medicine) framed healthcare’s shift to a “4Ps” model:

• Preventive
• Personalised
• Predictive
• Participatory.

Other speakers addressed inefficiencies in science communication (Dr Mike Morrison), the psychology of emotional design (Pigalle Tavakkoli), and the evolving role of medical societies as cross-sector conveners (Daniel Palomo and panel).

Together, these themes reinforce a shared direction: medical meetings must become more meaningful, measurable, and compliant—designed not just to inform, but to transform.

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