SELECTING A DESTINATION FROM THE BUYER‟S PERSPECTIVE: FINE-TUNING THE SELECTION Richard Holmes International Director of Meetings International Bureau for Epilepsy International League against Epilepsy
SELECTING A DESTINATION FROM THE BUYER‟S PERSPECTIVE: FINE-TUNING THE SELECTION
Richard Holmes
International Director of Meetings International Bureau for Epilepsy
International League against Epilepsy
• International Bureau for Epilepsy (IBE)
• Lay Organisation
• Global network of Epilepsy Associations and Organisations
• International League Against Epilepsy (ILAE)
• Medical Organisation
• Network of National Chapters around the world
Prevalance studies estimate the following
number of people with epilepsy:
World: 50 million
SEAR: 15 million
Thailand: 876,000 (total population 67 million)
• Only 20% of all patients with epilepsy in South East
Asia receive appropriate treatment.
• People in rural areas of South East Asia, including
Thailand, often seek treatment from faith healers
instead of going to a medical doctor.
• In rural Thailand, more than 40% of people with
epilepsy are not compliant with prescribed medication
due to perceptions and pooor accessibility of treatment.
Epilepsy Congresses
• International Epilepsy Congress
Every 2 years in uneven years
Attendance 3,000 – 4,000 depending on location
The next opening is in 2019
• Asian & Oceanian Epilepsy Congress
Attendance 1,500 – 2,500
The next opening is in 2018
Other Regional Epilepsy Congresses
• European Congress on Epileptology
Every 2 years in even years
Attendance 3,000 – 3,500
• Latin American Epilepsy Congress
Attendance 800 – 1,200
• East Mediterranean Epilepsy Congress
Attendance 400
• African Epilepsy Congress
Attendance 400
THE INTERNATIONAL
MEETINGS MARKETPLACE
There are buyers and sellers...
SELLERS
Tourist Boards
Convention Bureaux
Convention Centres
Hotels with meetings space
Professional Conference Organisers (PCOs)
Destination Management Companies (DMCs)
Associated Management Companies (AMCs)
Travel Agencies
BUYERS
Corporate Sector
Government Meetings
Trade Associations
Medical Meetings
Arts/Culture/Heritage
World bodies such as the UN and WHO
WHAT ARE THE MARKETING TOOLS USED BY SELLERS?
• Ambassador Programmes (Advocates)
• Client Advisory Board (CAB)
• Trade Shows
o ITCMA – Bangkok
o IBTM – Barcelona
o IMEX – Frankfurt
o AMEX – Las Vegas
o Others - China, Australia, Singapore, London
• ICCA Client Workshops
• ICCA database
25,000 MEETINGS WORLDWIDE, RANGING
FROM 100 – 30,000 DELEGATES
International Medical Congresses
Trade Exhibitions
Govt. Meetings
Corporate Sector
Fine-Tuning the Selection Procedure
• Many associations will have their own selection
criteria, some of these are as follows...
1. Issue an invitation to all local chapters
worldwide or, in the case of a regional
congress, to associations in the region
to submit a bid.
LOCAL COMMITTEE
LOCAL PCO
CONVENTION BUREAU
PR Agencies Office Supplies Entertainment Hostess Co.
HOTELS - TOURS
Retailers
Airlines
Florists
Restaurants
INTERNATIONAL COMMITTEE
SCIENTIFIC ORGANISATION
COMITEE
Office Supplies
DELEGATE
SPONSORS
Printers
Airlines
Designers
Web Site Co.
Software Co.
CONGRESS CENTRE
Audio-visual
Signage Co. Designers Printers
Exhibition
Catering
THE CONGRESS MARKET PLACE
2. The Core PCO will prepare a short
list of destinations for the
consideration of the Board.
THE CONGRESS MARKET PLACE
PR Agencies Office Supplies Entertainment Hostess Co.
Retailers
Airlines
Florists
Restaurants HOTELS - TOURS
LOCAL PCO
CORE PCO
CONVENTION BUREAU
INTERNATIONAL COMMITTEE
DELEGATE
SPONSORS
Printers
Airlines
Designers
Web Site Co.
Software Co.
CONGRESS CENTRE
Audio-visual
Signage Co. Designers Printers
Exhibition
Catering
SCIENTIFIC ORGANISATION
COMITEE
LOCAL COMMITTEE
3. International Association In-House
Congress Secretariat
INTERNATIONAL COMMITTEE
INHOUSE CONGRESS
STAFF
THE CONGRESS MARKET PLACE
CONVENTION BUREAU
SCIENTIFIC ORGANISATION
COMMITEE
DELEGATE
SPONSORS
Printers
Airlines
Designers
Web Site Co.
Software Co.
LOCAL COMMITTEE
PR Agencies Office Supplies Entertainment Hostess Co.
Retailers
Airlines
Florists
Restaurants HOTEL - TOURS
LOCAL PCO
CONGRESS CENTRE
Audio-visual
Signage Co. Designers Printers
Exhibition
Catering
THE CONGRESS MARKET PLACE
1
3
2
Associations and Conference Forum - AC FORUM
• AC Forum meets twice a year
• Over 25 member associations around the world with offices in
Europe
• To share information on experiences in different
• Locations,
• logistics,
• suppliers,
• congress facilities
• To offer advice on a whole range of issues concerning association
conference organisers throughout Europe
• To improve the standards and facilities of International Meetings
for both delegates and organisations
AC FORUM Meets
• General Assembly
• Congress Reports
• New Members
• Keynote Speaker
• Workshops VAT
Security
Pharmaceutical Code
Social Media
Registration System
Insurance
AC FORUM – full list of members International Members
Fédération Internationale Pharmaceutique (FIP)
International Bureau for Epilepsy (IBE)
International AIDS Society (IAS)
International Council of Nurses (ICN)
International Diabetes Federation (IDF)
International Society of Nephrology (ISN)
World Confederation for Physical Therapy (WCPT)
World Dental Federation (FDI)
World Heart Federation (WHF)
European Members
Cardiovascular and Interventional Radiological Society of Europe (CIRSE)
European Academy of Dermatology and Venereology (EADV)
European Association for Cardio-Thoracic Surgery (EACTS)
European Association for the Study of the Liver (EASL)
European Crohn‟s and Colitis Organisation (ECCO IBD)
European Federation of National Associations of Orthopaedics and Traumatology (EFORT)
European Respiratory Society (ERS)
European Resuscitation Council (ERC)
European Society for Organ Transplantation (ESOT)
European Society for Radiotherapy and Oncology (ESTRO)
European Society of Anaesthesiology a.i.s.b.l. (ESA)
European Society of Cataract & Refractive Surgeons (ESCRS)
European Society of Human Reproduction and Embryology (ESHRE)
European Association for the Study of Diabetes (EASD)
European College of Neuropsychopharmacology (ECNP)
European Society for Medical Oncology (ESMO)
European Society of Cardiology (ESC)
European Society of Radiology (ESR)
The European Wind Energy Association (EWEA)
the European Cancer Organisation (ECCO)
Choosing a destination: The Selection
Procedure
• The selection criteria can be a lengthy process
and can take up to 5 years before the decision is
made.
Selection Procedure
• Invitation sent
• Expression of interest only
• Preliminary enquiries made
• 2 to 3 to be short listed as potential candidates
• A site inspection is undertaken of the shortlisted countries
• Selection narrowed down to 1st and 2nd choice. Once
review is complete, committee makes final decision on
location for next congress.
• People
• Venue
• Safety
• Cost
Choosing a destination
SELECTING THE CITY
• Attractiveness or “pull” of the city for delegates
• Cultural aspects
• Association anniversary, for example;
• Budapest 1909 – 2009 ILAE
• Rome 1961 – 2011 IBE
• Strength of the local committee
• Is there a „Centre of Excellence‟ or important opinion leaders in the city or country?
• Is there a lack of development in the field in this particular region? – This can be an important criterion to some associations
SELECTING THE CITY
• The level of city support
• Feedback and reports from AC Forum members
• Visas
• Customs Clearance (for congress materials)
• Security
• Perception
• Hotel availability and rates
NEXT STEPS…
• STEP 1:
• Arrange site visit through
• (a) Convention Bureau or (b) alone
• STEP 2:
• Meet with Convention Bureau
• STEP 3:
• (a) Visit Convention Centre and (b) visit three 3 / 4 star hotels
Meeting with The Convention Bureau
• Does the City have a Convention Bureau?
• What is the strength of the Convention Bureau?
• Do they have a marketing budget for congresses?
• Is it a commercial partnership?
• Is it entirely funded by the government or is it a
public/private arrangement?
Meeting with the Convention Bureau
Will they:
• Sponsor the 1st meeting of the International Organising
Committee, travel, accommodation, meeting rooms,
meals during their stay?
• Sponsor opening ceremony & reception?
• Arrange complimentary travel passes for delegates on
public transport?
• Provide passes to visitor attractions?
• Sponsor Key Note Speaker‟s travel costs?
• Provide marketing & promotional budget?
• Purpose Built Congress Centre
Wi-fi
In-House facilities for shipments
In-House Security
• Access Issues
Distance from the airport, city centre and main congress hotels
Public transport access and traffic
• Access to detailed information early
• Detailed costs – in advance
SELECTING THE VENUE
• Optimal Dates
• Good Signage
• Good Floor Plans
Number of Breakout rooms &
size
Exhibition space & poster area
• Catering
SELECTING THE VENUE
Setting Costs
International organisers need to:
Prepare budgets
Some hotels in major cities are not prepared to give
rates
If centre or hotels are not prepared to do this then we
consult with Convention Bureau.
If they are unable to help then we recommend to our
Board that the location be removed from the shortlist
Appointing a Local Agency
DMC/PCO
Accommodation
Social Events
Tours
Transport
Hostesses
Local requirements, e.g.
Printing, florists, restaurants
Dealing with an Agency
Shared commission
X amount of complimentary hotel
rooms for speakers, committee
and staff
THE CONTRACT
Once final decision is made by the Board, a contract
needs to be drawn up
Many congress centres usually produce their standard
contract agreement
If I am not happy with the contract I DO NOT SIGN IT
I should be able to make changes and cross out the items
I am not happy with and add the items I want included
We always engage a local lawyer experienced in contract
law to advise on the agreement
No matter how well organised a congress
is it will not be a success without
delegates
This is why good communications and a
strong promotional plan are vital to the
success of a congress
Who are the people who come to our congress?
1. Epileptologists
2. Neurologists
3. Neuro-surgeons
4. Neuro-psychiatrists
5. Neuro-psychologists
6. Physiologists
7. Social workers
8. Nurses
9. Medical students
Who pays for delegates coming to our congress?
• Until recently, up to 70% of delegates
were sponsored by a pharmaceutical
company
• At the past two congresses, only 25% of
delegates were sponsored
• The remaining 75% paid themselves
Why is this and what
has changed?
Rules governing Pharmaceutical
participation in congresses and
the effect on venue selection
Regulatory Bodies
• Industry regulatory bodies with codes of practice – for example:
International Federation of Pharmaceutical Manufacturers
& Associations (IFPMA)
European Federation of Pharmaceutical Industries and
Associations (EFPIA)
Eucomed (for the device industry)
National associations, e.g. Pharmaceutical Research and
Manufacturers Association (PReMA) in Thailand
• Legislation – e.g. US Sunshine Act, UK Bribery Act, French
Transparency Law
“Host & Home” Rule
• The “host and home” rule applies when companies
participate in a congress – they take the strictest
regulation of their home country, of the home country of
their HQ, of the country where the congress takes place,
and of the home country of a sponsored delegate if
relevant, plus any overall regional or international
regulations
Venues & Hospitality • All codes of practice and relevant laws state that events must
be held in an appropriate venue
• Venues must not be renowned or extravagant. No beach
resorts in summer or ski resorts in winter!
• Luxury or 5* hotels are considered as extravagant, and so are
off-limits
• Refreshments and/or meals can only be provided if they are
moderate and reasonable as judged by local standards
• No entertainment or other leisure or social activities may be
provided or paid for by companies
Congress Vetting Systems • EFPIA has e4ethics (www.efpia-e4ethics.eu), a pre-assessment of
events with regard to the EFPIA HCP Code
• Conclusions of the pre-assessment are posted on the e4ethics
website, with colour coding
• Anything other than a green rated congress would not be an option
for EFPIA members
• Eucomed has EthicalMedTech (www.ethicalmedtech.eu), which
reviews the compliance of educational conferences with the Eucomed
Code of Ethical Business Practice
• Conclusions of the pre-assessment are posted on the
EthicalMedTech website
• Congresses are judged either compliant or not and members may not
participate in a congress which is found to be not compliant.
Disclosure Codes • EFPIA HCP/HCO Disclosure Code (2014) requires disclosure of
transfers of value from pharmaceutical companies to healthcare
professionals and healthcare organisations
• Each member company must document and publicly disclose
transfers of value it makes, directly or indirectly, to or for the
benefit of a HCP or HCO
• For congresses, this means disclosing on the company website
contributions to costs related to the congress, such as registration
fees, sponsorship agreements, and travel & accommodation
• French Transparency law already requires French companies to
disclose this information publicly
Effect on Congresses • Companies err on the side of caution and if in doubt, will not take a
risk, as the stakes are too high for them
• Companies report each other to the authorities, delegates report
companies, and in the worst case scenarios, companies can be
charged under national laws for bribery
• Even if a company overcomes a complaint or court case, the
damage to their reputation is considerable.
• Associations wishing their congresses to be judged as compliant
may not promote or advertise elements of a congress such as
accompanying person programmes, tours, congress dinners, etc.
• Congress venues are closely scrutinised and venues must be
carefully selected to comply with the criteria
Pharmaceutical Companies
No Holiday resorts
No 5 star hotels
Social Events?
No partner support
CHOOSING A DESTINATION:
WHAT IS THE ECONOMIC VALUE OF
AN INTERNATIONAL CONGRESS TO
A HOST CITY?
VIENNA – AUSTRIA 2003:
THE ECONOMIC IMPACT OF THE
ESC CONGRESS
University of Economics and Business
Administration
Objectives of the Study
Assess the economic and fiscal effects by large
congresses on a city like Vienna - Austria
Economic and Fiscal Effects
70 million (m) euros
€ 80,6 m contribution to GDP
€ 21,8 m taxes
Of which € 4,1 m for the city of Vienna
Basis: 27,500
Video: 10th AOEC Singapore 2014
• What steps can be taken by Thailand to
sharpen the bidding process?
• Which cities are attracting the numbers?
Source: ICCA , 2014
Source: ICCA , 2014
Source: ICCA , 2014
THE MARKETING PROGRAMME
• Ambassador Programmes (Advocates)
Is he/she known to the board?
Is he/she an international opinion-leader &
speaker?
Do they attend the annual meetings?
Are they enthusiastic, over-enthusiastic or
inactive?
• Client Advisory Board (CAB)
Made up of previous clients & potential
future clients, as well as local opinion
leaders or ambassadors
THE MARKETING PROGRAMME
• Trade Shows
Research: check the clients‟ requirements
before meeting them
Ask them for a “wish list” in advance
• ICCA Client Workshops
• ICCA database
• Marketing Consultants
• Hosting Site Inspections
• Hosting “FAM Trips”
• Some associations include cities which have lost
out in the next short list
• Government support
• Utilise ambassadors and CAB in highlighting the
relevant health issues within the region
• Emotional appeals by individuals
Some additional factors that can influence
a successful “Bid”
Thank You!