The Professional Convention Management Association (PCMA) returned to Scotland this month for its Global Medical Meetings Summit.
Senior medical professionals from around the world joined the PCMA members in attempting to define the most pressing challenges facing global medical conferences and possible solutions.
The Global Medical Meetings Summit began on November 12th in Glasgow, with a series of education events being held at the Scottish Exhibition and Convention Centre, before heading out to the iconic Gleneagles Hotel, home to the 2014 Ryder Cup.
The programme concluded in the Scotland’s capital city, with delegates staying at the five-star Sheraton Grand Hotel & Spa, dining at Galvin Brasserie Deluxe at the Waldorf Astoria, with events at the EICC and Royal Yacht Britannia.
A four-day programme, in partnership with VisitScotland, included sessions in Glasgow and Gleneagles, closed proceedings at the Edinburgh International Conference Centre (EICC) and a finale dinner on the Royal Yacht Britannia on 15 November.
The invitation-only event attracted leaders in global medical meetings, with representatives from the American Society of Anesthesiologists, Societe Internationale d’Urologie, American Thyroid Association, World Allergy Association, American College of Emergency Physicians, Scoliosis Research Society and American College of Genetics and Genomics.
It was a chance for these event planners to step away from their normal practices and indulge in some blue-sky thinking.
Delegates said the simple message of listening and genuinely putting customers first was an important point. Introducing new practices, such as in-house brainstorms to consider every stage of a customer’s experience from registration to conference end, and problem solving all of the ‘small niggles’, can completely transform their experience from satisfactory to excellent.
With speakers including medical futurist, Dr Bertalan Mesko and innovation expert, Hamish Taylor, the summit examined the industry’s relationship and often uneasiness around embracing new technologies and trends, such as self-diagnostic tools, social media, wearable technology and virtual meetings.
The idea was to give delegates the tools and confidence to become Positive Change Leaders within their own organisations.
Lesley Williams, head of business tourism at Convention Edinburgh said: “As a BestCities’ member, Edinburgh has a close working relationship with the PCMA and we were thrilled to host the organisation along with this prestigious group of senior medical professionals.