📷 Sören Funk | @soerenfunk | #MeetInZurichThe ICCA Future of Healthcare Meetings has now reached its third edition. Following the success of previous gatherings in Cannes and Istanbul, it was only natural for ICCA to continue building on that momentum. And what better place for a few hundred associations and suppliers to convene than Zurich, one of Europe’s premier life sciences hubs?
One of the most captivating sessions was on the Science of Science Communication by Dr. Mike Morrison, Lead Scientist Experience Researcher, Curvenote. This keynote emphasized that, while medical meetings have long focused on the exchange of scientific knowledge, there is significant room for improvement in how this information is communicated. The session underscored the need for transforming medical meeting formats to better engage participants, suggesting that interactive, immersive, and purpose-driven communication can enhance knowledge retention and application. This shift is particularly crucial as scientific information continues to grow more complex.
The session also explored the potential for science communication to be leveraged to create more impactful, engaging experiences. Dr Morrison basically urged participants to review the way posters are presented, making it easy for conference delegates to retain key take-aways from research and studies. “In designing scientific posters, the focus should be on making the main findings easily accessible in plain language. The goal should always be to emphasize key points, translating complex data into an engaging and simplified format. And it’s not just about aesthetics—it’s about ensuring that the audience can quickly grasp the most important results and insights,” he said.
Transformational Meeting Experiences
Building on this, an engaging, follow-up workshop was organised on Designing Transformational Meeting Experiences, which focused on creating events that leave a lasting impact on attendees.
The workshop encouraged participants to rethink traditional formats and instead focus on experiences that are both emotionally and intellectually engaging. Attendees were introduced to innovative event design principles, such as incorporating interactive elements and ensuring that the event is aligned with participants’ psychological needs. By designing meetings that are immersive and purpose-driven, event planners can foster deeper connections among attendees and promote meaningful discussions.
The workshop also emphasized the importance of creativity and experimentation in event design, suggesting that blending science and art could result in more impactful and memorable events​. “Events are not just about the external elements; they are an opportunity to create internal experiences that lead to long-term transformation. By focusing on emotional engagement, we can turn educational content into meaningful stories, and move from one-way communication to two-way sharing. This approach ensures that the impact of the event continues to influence attendees long after the experience itself,” concluded session leader Pigalle Tavakkoli, founder of the School of Experience Design.
Compliance Doctor
And of course there were updates on compliance, a big issue for medical meetings. In-person meetings have indeed resumed with remarkable momentum, as though the pandemic never occurred. Pharmaceutical and Med Tech companies are once again actively organising dynamic engagements at medical congresses, capitalizing on sponsorship opportunities with renewed enthusiasm. Meanwhile, global regulatory bodies are now swiftly updating codes to reflect the recent shifts in the life sciences landscape, moving away from the slower, more cautious pace of the COVID era toward decisive and accelerated action.
In the so-called Compliance Doctor workshop, the focus was on navigating the increasingly complex regulatory environment surrounding medical and healthcare meetings. This session provided practical advice on how to ensure that events comply with global regulations while still delivering high-quality content. With the growing scrutiny on healthcare meetings, particularly in terms of transparency and ethical considerations, the workshop outlined strategies for maintaining compliance without compromising the attendee experience. It also highlighted how staying ahead of compliance issues can become a competitive advantage for meeting organizers by building trust with participants and stakeholders.
Zurich as the Perfect Host City
The choice of Zurich as the host city for this event was no coincidence. Zurich is one of Europe’s leading hubs for life sciences, boasting a thriving ecosystem of medtech companies, research institutions, and healthcare organizations. The city is home to renowned companies like Roche Diagnostics and Sonova, as well as innovative start-ups, making it an ideal setting for discussions on the future of healthcare meetings. Moreover, Zurich’s excellent infrastructure, including Messe Zurich or Zurich Convention Center, ensured that the event ran smoothly and efficiently.
Beyond its business appeal, Zurich’s vibrant cultural scene, beautiful landscapes, and commitment to sustainability further enhanced the event experience. The city’s reputation for safety and its central location in Europe also made it easily accessible for international participants. This combination of business expertise and cultural richness made Zurich the perfect backdrop for a forward-looking event​.
A feeling that was shared by many attendees, and which was described by Vanessa Reis, director of the Zurich Convention Bureau as follows: “Hosting ICCA’s ‘The Future of Healthcare Meetings’ in Zurich was a natural fit for our city. Zurich has long been at the forefront of medical innovation and research, with world-renowned institutions like ETH Zurich and the University of Zurich driving advancements in healthcare and life sciences. By organizing Health Innovation tours and integrating local partners like Augmedi with Magic Leap during the conference, we were able to showcase the strength of our healthcare ecosystem to international association executives.”
The 2025 ICCA Future of Healthcare Meetings will take place early October 2025 in DĂĽsseldorf, Germany.