As a marketing agency, we have seen firsthand the impact and evolution of healthcare events over the past decade. We've recently been looking at what's coming up for 2023, and we've found some promising trends you should keep an eye on.
Virtual and hybrid events
Virtual events started as a band-aid solution amidst the COVID-19 pandemic, but now more organisations are opting for virtual and hybrid events to connect with their audiences. Although most people enjoy in-person events, adding a virtual component allows for a wider reach, increased participation, and flexibility for attendees to engage with content on their own schedule - especially when their travel budget is limited.
New technology
Attendees are increasingly expecting more interaction, both with the event and each other, compared to a few years ago. There has been an increased focus on audience engagement and education to meet the demand. Many events incorporate interactive elements, such as polls, Q&A sessions, and breakout rooms, making events more engaging and enjoyable for attendees. While virtual and augmented reality has been used in some events previously, we'll likely see more of it in sessions as hands-on demonstrations for participants.
Creating community
The communal atmosphere is really what makes events so special—they're much more than just one day full of lectures. They're a chance for professionals worldwide to come together in one place and build a sense of community that can continue long after everyone has gone home. it can also promote a sense of support and learning among attendees while turning casual attendees into loyal fans.
For that reason, it's helpful for healthcare organizations to look at how they can create a sense of community among their attendees, including:
Encouraging interactive sessions such as panel discussions and Q&A sessions
Providing opportunities for attendees to connect, such as networking breaks or matchmaking sessions
Creating a dedicated online platform or social media group for attendees to continue the conversation and connect before and after the event
Encouraging attendees to share their own experiences and insights through presentations or poster sessions
Incorporating activities such as team building exercises or volunteer opportunities that allow attendees to work together towards a common goal
Sustainability
Sustainability has become a key focus in the events space. It's becoming increasingly clear that sustainability is a top priority for both Gen-Z and Millennials when deciding whether to attend an event. These generations are more socially and environmentally conscious than ever before, and they check whether the events they attend align with their values. To make your event more sustainable, consider using reusable or biodegradable materials, sourcing local food and drinks, and encouraging attendees to use public transportation or carpool.
We have seen the industry grow and evolve over the past decade, and we are excited to see what the future holds for healthcare events. As healthcare continues to evolve, so will the way events are planned and executed, and we look forward to being a part of that change.
