COVID-19 disrupted and redefined the structure of life science congresses – large annual meetings where HCPs and drug and device developers come together to exchange learnings and research. Like many areas of day-to-day pre-pandemic life, life science congresses took place via face-to-face interactions with minimal virtual engagement.
In response to the pandemic, many organisations swiftly transitioned medical congresses to a virtual setup, while others chose to postpone to a later, more certain date. For the congress events that went virtual, there were benefits to breaking down the barriers of travel and geography. For example, the European Society of cardiology (ESC) reported a 177% increase in attendees for its 2020 annual congresses.
Despite these benefits, many events have returned to the default face-to-face setting as vaccines were made available and restrictions eased. For many, the value of in-person interaction was too strong to ignore – research in Forbes found that eight in 10 executives prefer face-to-face interactions for building strong, meaningful relationships.
Two years on from the start of the pandemic, companies who reverted straight back to the traditional face-to-face congress setup are now exploring ways to enjoy in-person interaction while incorporating the benefits of virtual engagement.
There’s no single answer as to how teams should do this. Virtual platforms are, above all, flexible – and should be advantageously placed to augment in-person interactions.
The push to return to in-person
Pre-pandemic, medical congresses were opportunities for people to network with peers and establish themselves as opinion leaders. Professionals favoured the ability to ‘read’ another person in a room and build strong relationships.
When the pandemic forced these interactions to go virtual, organisations and attendees alike missed in-person interactions with peers and colleagues. But as medical congresses return to something approaching pre-pandemic normality, life science teams are taking what they learned under duress and discovering new ways of working to complement traditional tactics.
Don’t ditch virtual
Even with large in-person meetings once again a possibility, there’s a strong argument for having digital elements in place. Even in the early days of the pandemic, virtual engagement wasn’t a new phenomenon. Streaming sessions for on-demand viewing has been offered by many organisations for some time, allowing those who were unable to make the session because of travel or other commitments the ability to digest the discussion.
Now, some congresses continue to offer this virtual element, some in real-time as the event occurs. Logistically, giving participants the ability to partake via virtual means lets them attend events that otherwise would have required expensive or time-consuming travel. Additionally, virtual components allow companies to measure attendance, effectiveness, and engagement.
Virtual options for medical congresses also expand the diversity of such events. Rising stars and more junior experts who wouldn’t normally attend can take advantage of scientific discussions, and HCPs located around the world can participate without leaving family or patients.
Virtual engagement accompanies, not replaces
A 2020 survey reflected doubt from healthcare professionals about the effectiveness of virtual events. These doubts were primarily because of a perceived inability to broaden their network and the lack of human touch. But despite this initial reluctance, many HCPs now show a preference for hybrid live and virtual events.
Virtual engagement platforms offer asynchronous features which allow participants to engage before, during, and after congresses. Ultimately, this means physical events can be extended – with more value added – and those unable to attend can access the content on their own schedule.
When life science teams add virtual engagement elements to face-to-face congresses, they are able to experience increased convenience, democratise the discussion to include further participants, and enjoy the benefits of in-person for those who prefer it.
Built-in flexibility
If the last few years taught us one thing, it’s to expect the unexpected. By adopting a hybrid approach to medical congresses, teams have the reassurance of added flexibility. They may also find that participation is higher, with less chance of disruption due to travel issues or a resurgence of COVID-19 infection rates.
For life science teams to future-proof their congress planning, they must gain an understanding of how virtual and face-to-face work together, creating a new model that offers the best of both ways of working. Virtual engagement accompanies, rather than replaces, in-person opportunities at congresses – adding important flexibility and increasing the diversity of scientific discussion for every attendee.
By Amanda Sweeney, SVP Client Success, Within3
