Celebrating comms excellence

No one can deny the convenience of virtual conferences, not to mention the sustainability and accessibility benefits. But in choosing convenience, have we traded the opportunity for genuine connection?

The enduring value of face-to-face interaction
I used to spend much of my time hopping from one conference to the next. Although exhausting, I now find myself feeling nostalgic for those experiences. I miss the energy of a packed auditorium, the buzz of groundbreaking data releases, or a chance encounter that sparks a new idea – those spontaneous moments that simply don’t happen behind a screen.

I also miss the immersive nature of in-person events – no distractions and no clinical responsibilities, just dedicated time for learning and connection. In contrast, virtual attendance often comes with a constant cognitive split, making deep engagement more challenging.

The future of hybrid conferences
Most people agree that hybrid is the future, but we must recognise that virtual and in-person experiences serve different purposes. Rather than attempting to replicate face-to-face events online, we should optimise engagement for each audience. For virtual attendees, high-quality streaming, interactive Q&As and on-demand content enhance accessibility and ensure inclusion. Meanwhile, in-person events should maximise human connection and networking opportunities. Regardless, starting with the audience in mind allows for more tailored experiences that deliver maximum value. For example, early-career professionals may gain greater benefit from peer-to-peer engagement and mentorship opportunities than established experts, who may prioritise time-efficient sessions.

Instead of treating congresses as isolated moments, we should integrate them into the broader omnichannel ecosystem, in which digital platforms extend engagement and longevity. We should leverage advanced technologies that blur the lines between virtual and authentic human connection. One example is the use of artificial intelligence avatars with digital likeness to a real key opinion leader.  Visual recognition paired with more natural two-way exchanges elevates the virtual experience beyond standard digital formats. Additionally, these technologies help us move away from vanity metrics, towards deeper insights into congress impact – not only to measure return on investment, but to continuously enhance the healthcare professional experience.

Hannah Tivey is Executive Director of Strategy and Innovation at Open Health