BTN Europe presents an overview of business travel and MICE predictions for this year
ExCeL London - 24-25 February 2021
Accessing information to benefit their practice is the most important goal for doctors attending meetings and events.
A global study of doctors by American Express Meeting & Events found that 74 per cent thought that gathering information was the top priority for any event they attended.
The survey also found that sharing research and experience with others in their field was the least important benefit for doctors with only 39 per cent saying that this was a priority.
Workshops and breakout sessions were also seen as being the most productive part of any event, particularly for younger generations - 54 per cent of younger doctors, aged below 40, said they preferred workshops to other meeting formats such as panel sessions or individual speakers.
The report, entitled Doctor’s Orders: The Physician’s Perspective on Meetings and Events, surveyed more than 500 doctors around the world including the UK, France, Germany, Italy, US and Australia.
Issa Jouaneh, general manager of American Express Meetings & Events, said: “Attracting physicians and designing effective, compelling meeting experiences is critical to the ongoing success of pharmaceutical-sponsored meetings.
“By better understanding the shifting expectations of physicians, meetings organisers can ensure that their events are a more effective channel for professional networking, product education, awareness and feedback.”
Doctors said that content was one of the most important factors when choosing whether to attend an event. They added that content was also the element that was most in need of improvement.
Although doctors most frequently attended events hosted by pharma or medical device companies, they felt that better content was provided during meetings organised by associations, societies, universities and hospitals.
Using mobile technology is a key factor for doctors under 40 who are more likely to use a mobile app to connect with other delegates.
The majority of this age group (52 per cent) also said they wanted to see improved use of mobile during meetings as a priority. This compared to only 34 per cent of older doctors who viewed mobile as an important part of events.