Health Care Professionals in The Wild
A study of HCPs
at Congresses
2024 HCP Research
For the past 20 years, Impact XM has been studying the behavior and preferences of healthcare specialists at congresses so that we can help our clients optimize their engagement strategies. In our most recent study, we have shed light on the preferences of Healthcare Professionals (HCPs) at live events and conferences.
In this study, over 50 healthcare specialists from several specialties across the United States and Europe were interviewed. Our research methodology included:
- Specialties: Oncology, Hematology, GI, Respiratory, and Neurology
- It was required that the specialists had to have attended major congresses of their specialty at least five (5) times and visit the exhibit floor each time.
- Research was conducted through virtual interviews and used on-screen visual stimuli to elicit responses.
Findings
From our research, five key priorities emerged that life science companies should consider when strategizing their congress presence.
Congress Tourism
HCPs attend medical congresses primarily to learn about the latest scientific advancements and earn Continuing Medical Education (CME) credits. However, the appeal of congresses extends beyond the academic realm.
Renaissance Needed in Staffing
HCPs express a strong interest in visiting the exhibit floor at medical congresses to learn about new products, technologies, and innovations. However, they often feel deterred by the aggressive sales tactics employed by some exhibitors.
HCPs are Social Beings
HCPs often attend medical congresses primarily for social reasons. These include networking opportunities, catching up with colleagues and mentors, staying current with late-breaking news and developments in their field, and sharing their experiences through social media. This behavior is crucial for their professional development, sense of community, and staying informed about the latest advancements.
Growing Interest in AI
When engaging with HCPs about their reasons for attending medical congresses, it has become evident that artificial intelligence (AI) is a significant area of interest. HCPs are increasingly prioritizing AI-related educational sessions and exhibit interactions.
Social Herds vs. Man on a Mission
The group’s approach shows role specialization and efficient task delegation. There is also some protection in knowing you can leave aggressive rep for friends in the aisle. Reconnecting with known individuals highlights the importance of networking.
Resource Center
2024 ASCO
Event Audit
At Impact XM, we invest heavily in thought leadership content to help educate and inform our clients and prospects of the top themes and trends that we observe at key industry events throughout the year.
Healthcare, not sick care: Taking the temperature at SXSW
If you are an event marketer in the healthcare or pharma industry, don’t miss out on the strategic insights we share throughout this article and how you can leverage atypical events to drive brand awareness and exposure.
