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The medical conference is dead, long live the medical conference

  1. The medical conference is dead, long live the medical conference Len Starnes digital healthcare consultant
  2. The format of medical society conferences has remained unchanged for over 100 years
  3. But not for much longer…
  4. What constitutes a ’ meeting’ today? It suggests that the way doctors once related was episodic and isolated. We would come, then we would go away. I m in, I m out. Now we re engaging, now we re not. Until we meet again. Now the meeting and the conversation never really end, and our engagement is increasingly continuous. Bryan Vartabedian Assistant Professor of Pediatrics Baylor College of Medicine, USA Commentator on the frontline of technology and medicine
  5. 1 2 3 Dressing gown or suit? The shape of things to come What it all means
  6. Dressing gown or suit?
  7. The digitally-native majority is driving change LBI Health:
  8. More doctors will attend in a dressing gown ’attending the ACR ‘ Iinllmy dressing gown, virtually, from the comfort of my home office… Not Dr Ronan Kavanagh, but Harold Lloyd looking decidedly suave …I have set up a list of all the rheumatologists I know who will be tweeting, following the hashtag for the meeting (#ACR2012)… ’ Dr Ronan Kavanagh, Rheumatologist
  9. ‘ The numbers of doctors tweeting at the ACR [2013] has increased dramatically and this has added a whole new dynamic to the meeting. Dr Ronan Kavanagh, Rheumatologist ’
  10. Physical attendee doctor Expects medical socs Values paper-based to dictate programmes written proceedings Perceives confs as Content to engage with temporally-limited presenters and attendees events at physical event Seeks to attend confs Sees limited value in using physically whenever social media at medical possible confs
  11. Virtual attendee doctor Expects to help shape conf programmes Follows live & recorded streaming audio & video Perceives confs as continuous 365-day interactive events Engages with presenters & attendees before, during and after event Opts for physical participation only occasionally Regards Twitter, Linkedin, Facebook, Google+ as essential conf tools
  12. Physical and virtual attendee doctors are not mutually exclusive groups Physical Virtual Face-to-face communications will remain essential for many
  13. Virtual attendees set to outnumber physical 1600 1400 Attendees Physical conference attendees Virtual conference attendees 1200 1000 800 600 Baseline = 100% Number of physical conference attendees in 2010 400 200 0 2010 2013 2015 Scenario based on current growth of virtual vs physical conference attendees 2020 2023
  14. We need to make a distinction between physical attendees (those in the room) and the whole audience. For some leading conferences, the true audience is many times larger than the number of physical attendees. Social media, and especially Twitter, is driving this conference participation disruption. Auden Utengen Founder & partner
  15. Virtual access increases frequency of attendances Change in overall frequency of attending conferences among doctors accessing live and recorded virtual sessions (2012) 7% Less frequently than 2 years ago Column1 63% More frequently than 2 years ago 30% As frequently as 2 years ago Taking the Pulse Europe, Manhattan Research 2012
  16. Due to rising costs, carbon footprints and the increasing importance of spending our time efficiently, virtual events will take place more and more often. As people like to argue that the real life handshake is missing from virtual encounters, the force feedback technique used in the gaming industry will soon make it happen too, therefore it's going to be much more reasonable to organize virtual events with no geographical or time limitations than only real life events. Dr Bertalan Mesko World s most wired doctor Medical futurist Founder of
  17. The shape of things to come
  18. The new world of collaborative healthcare will usher in a new world of collaborative medical conferences
  19. The European Society of Cardiology annual congress How one congress is evolving into a collaborative physical & virtual event
  20. The generational divide Digital technologies enable doctors to keep up with the latest advances in medicine, lessening their dependence on medical societies as a prime source of reference Younger generation cardiologists are less loyal to the Society Stephanie Raty Head of Congress Marketing & Communications European Society of cardiology
  21. Transforming to a global event via digital & social North America Europe Latin America Africa Attendees from all continents Most abstract submissions originate from Japan Source: European Society of Cardiology Asia Pacific
  22. The 5-day Congress is now a 365-day Congress Collaborative physical + virtual Congress Engagement pre, during & post congress Traditional physical Congress Pre-event Event Post-event
  23. ESC Congress 365 Everywhere 24 hours/day 365 days/year
  24. English French German Italian Spanish
  25. More than twice as many virtual 365 attendees as physical 102k unique visitors 177k visits 846k page views 18 Jan – 12 Nov 2013: European Society of Cardiology analytics
  26. Use of social media to share up almost 100% Percent ESC attendees who use social media to share Congress learnings Sales Sales 53% 2013 28% 2011 Source: European Society of Cardiology November 2013
  27. 4 platforms dominate social media usage Platforms used most by 53% of ESC Congress attendees: private + professional use 30% 15% 10% Source European Society of Cardiology: sample of 2000 ESC Congress attendees 2013 10%
  28. ESC members are cautious of using Twitter but this is expected to change rapidly Source: European Society of Cardiology
  29. Learning how to leverage the immediacy of Twitter Live reporting Comment Discussion Real-time physical/virtual attendee dialogue
  30. In future: more focus on live Twitter reporting Limited use of Twitter reporters at ESC Congress 2013 Planning to deploy medical students as Twitter reporters in 2014 Source: European Society of Cardiology
  31. ‘ The sound of the keyboard is the new sound of applause ’ Lisa Fields @practicalwisdom
  32. Under review A dedicated members-only ESC-owned community to share, discuss and collaborate
  33. The Hub: a new interactive format Less intimidating environment 1 expert, 20 - 30 attendees Expert Intensive focused Q&A Open to virtual attendees via Twitter
  34. 60% of attendees downloaded Congress app Browse sessions Create personalised Congress programme Find practical Congress information Stay informed with latest news Follow discussions on #ESCcongress2013 hashtag Source: European Society of Cardiology
  35. Exploring how the Congress could be used for acquiring eCME credits Virtual attendees will be able to gain points from e-learning modules
  36. Pharma scenarios Exhibition booths Smaller Less brand focused More science focused Fewer gimmicks More interactive Sponsored symposia Source: European Society of Cardiology Less brand focused More science focused More educational More open More interactive
  37. What ESC members want in future More practiceorientated sessions 47% More clinical trials results 26% More hot-topic coverage 26% More online resources More dynamic speakers 25% 17% 0 10 20 Source European Society of Cardiology: survey of members 2013 30 40 50
  38. Challenges ahead ESC and Congress Committee must develop a long-term vision for the event Impact of digital technologies and social media must be fully understood Value proposition for younger generation cardiologists must be continuously revised
  39. What it all means
  40. Medical societies
  41. Redefine the conference Create more collaborative networked formats that reflect how new medical advances are continuously disseminated to daily practice Treat eCME as complementary Address the needs of the virtual-attendee majority But without neglecting the physical Relinquish media control & embrace open dialogue Increasing use of social media will mandate open policies
  42. Doctors
  43. Embrace virtual attendance Physical attendance at conferences will no longer be the only or preferred way of keeping up with medical advances CME is a continuous activity Live and recorded audio and video streaming will enable information to be effortlessly filtered, followed, and documented Conferences are now 365-day events Social media open opportunities to engage before, during and after the event Select from open and closed-access platforms
  44. Patients/patient organizations
  45. Be part of the conversation Use social media to enable the voice of the patient to be heard Medicine is participatory Work with medical societies to help shape programmes reflecting patient wisdom, perspectives, and needs ePatient scholars can help improve health outcomes Boehringer Ingelheim s #ChatAfib tweet chat set a precedent Demonstrated how doctors, patients, patient organizations, pharma, and the medical media can openly engage
  46. Pharma
  47. Redefine participation Medical, Marketing and Sales must adapt to the new knowledge and data dissemination paradigm Collaborative 365-day conferences will be a challenge; recognition will signal the end of an era Booths will be science focused and interactive Virtual-attendee majority will expect to engage with the booth team; Corporate Compliance will object Sage on the stage* sponsored symposia will wither Attendees will avoid didactic brand-focused lectures and opt for formats that are more science based, collaborative and open; Medical, Marketing and CorpComs will stage a lastditch battle *With thanks to Bryan Vartabedian
  48. This is just the beginning.
  49. Learn more Digitally Sick podcast with Alex Butler, Andrew Spong, Faisal Ahmed, Len Starnes Scientific communications in a digital age #ChatAfib Boehringer Ingelheim-sponsored tweet chat Transcripts & analytics #hcsmeu chat 18 October 2013 Use of Twitter & tweet chats at professional medical conferences Transcripts & analytics:
  50. This is the second of two presentations exploring the impact of social media and digital technologies on professional medical conferences Part 1: #ChatAfib. One small step for a pharma, one giant leap for the pharma industry Part 2: The medical conference is dead, long live the medical conference Further explorations of this topic are planned for 2014
  51. A sincere thanks to the following for their help and support in developing this presentation • • • • • Ben Hainsworth, European Society of Cardiology, @escardio • • • Bertalan Mesko, MD, PhD, medical futurist, @Berci, • Bryan Vartabedian MD, Assistant Professor of Pediatrics Baylor College of Medicine, USA, @Doctor_V, Lisa Fields, social media consultant, @practicalwisdom Dr Lutz Gogoll, cardiologist, Berlin, Germany Davi Kaur, European Cancer Organization, @EuropeanCancer Dr Ronan Kavanagh, rheumatologist, Ireland @RonanTKavanagh, Stefanie Raty, European Society of Cardiology, @escardio Auden Utengen, founder & partner Symplur, @symplur, @audvin,
  52. Len Starnes T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes