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.
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The Emergent Hybrid Medical Society Conference
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. The format of medical society
conferences has remained
unchanged for over 100 years
http://www.fims.org/en/general/about-fims/
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. 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. Physical and virtual attendee
doctors are not mutually
exclusive groups
Physical Virtual
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
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
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