Impact Publications : MiceBTN_64
Page 28 • MICEBTN - augusT-oCToBEr - 2016 What makes physicians attend events? AmEx holds answers for pharma firms AMERICAN Express Meeting & Events has released the results of a global survey into the perspective of physicians regarding meeting and events preferenc- es and common practices. Titled ‘Doctor’s Orders: The Physician’s Perspective on Meetings and Events’, it surveyed 505 physicians world wide to help pharmaceutical companies better understand the elements of the meetings that attract physicians today, and what will motivate them to attend in the future. The survey was completed by phy- sicians in countries including Australia, Brazil, China, Hong Kong, Italy, Germany, France, USA, UK and Mexico, and their opinions on the purpose, format, content and benefits of meetings all were taken into account. The report encapsulates a thorough understanding of how physi- cians view the modern meetings land- scape. Belinda Doery, regional director, APAC, American Express Meetings & Events said, “Over the past few years, we’ve seen a noticeable shift in how the healthcare industry within APAC manag- es meetings and events. As compliance requirements have driven changes in transparency and accountability, it has resulted in changing expectations from physicians when considering attending meetings and events. “Where previously we might have seen major events where physicians would bring their families, we are now seeing a greater focus on efficient, content-rich events that provide strong networking opportunities, and also reduce the time attendees spend away from their families and practices. Major events such as congresses and smaller, niche events continue to retain their significance to the healthcare industry, however there has been some decline in the number and perceived relevance of mid-level events.” Key findings: · Content is king Physicians cite content for two of the top three most-important considerations when deciding whether to attend a meet- ing – access to new information and the opportunity to earn CME credits. While physicians consider content to be a critical factor when deciding to attend a meeting, they also select it as the most important element meeting organisers should work to improve. Presentation format, use of mobile technolo- gy and opportunities to connect with other attendees all are areas physicians feel could be enhanced. · Wasted invitations The survey indicates that, on average, respondents were invited to 16 meetings in 2015, but only attended half that number. · most popular Respondents said they most frequently attend speaker dinners (67 per cent), followed by symposia (66 per cent), congresses (53 per cent) and product meetings (52 per cent). Investigator meetings and data moni- toring committees were the least popular meeting formats in 2015, garnering 24 per cent and 17 per cent attendance rates respectively. PRACTiCES kEy Respondents said the most important medical meeting benefit (74 per cent) is access to information that will help their practice. The least important benefit, at 39 per cent, was sharing research and experience with others in their field. Physicians also prefer formats that fa- cilitate acquiring new information. Work- shops and breakout sessions are seen as superior to panel, single speaker and audience response formats. Younger phy- sicians in particular (54 per cent) prefer workshops to other designs, compared to 37 per cent of physicians over 40. COMMON FAiliNGS Physicians most often attend meetings hosted by pharma or medical device companies, but when asked to rate meeting organisers in terms of delivering the promised learning or content, then associations, societies, universities and hospitals were seen as superior. · mobile technology Mobile technology capabilities are par- ticularly important to younger physicians under the age of 40 and they place a high priority on meetings organisers im- proving the mobile technology for their meetings. They also are more likely to use a mobile app to connect with other meeting attendees. Improved use of mobile was prioritised by 52 per cent of younger respond- ents compared to 34 per cent of older respondents. This reinforces the impor- tance of leveraging technology to attract younger attendees now and to continue to attract future generations. · China different Unlike most other regions, Chinese physicians indicated they prioritise op- portunities to connect with peers/experts over gaining information to benefit their practices. As such, they value the ability to attend smaller, more personal meet- ings as well as workshops with breakout sessions. Chinese respondents also indicated much more concern than their global counterparts about taking time away from their practices. With more than two million practition- ers and a population nearing 1.5 billion people, understanding its cultural and professional nuances are key to organis- ing successful meetings there.