As the healthcare industry navigates an evolving landscape of technological advancements, environmental responsibility, and attendee preferences, key trends are emerging that are shaping the future of industry events. Event organizers, sponsors, and healthcare associations are at the forefront of these changes, responding to both attendee needs and broader global trends. Here are five critical healthcare event trends that emerged in 2024 and are continuing into 2025, significantly impacting events and industry supporters.
1. Data-Driven Personalization: Enhancing Attendee Experiences
The rise of data analytics and artificial intelligence (AI) is transforming how healthcare events are curated, leading to more personalized experiences for attendees. By leveraging data, event organizers are able to offer tailored agendas, networking opportunities, and content recommendations based on individual interests, roles, and professional objectives.
As Freeman’s 2024 “Attendee Intent and Behavior” report highlights, personalization is no longer optional—it’s an expectation. Different attendees have unique needs, and AI enables event planners to meet those needs at scale. Personalized features such as curated agendas, persona-based wayfinding, and interest-driven meetups are quickly becoming standard practice. As we move into 2025, healthcare associations must continue to embrace these innovations to engage attendees meaningfully and maximize the value of each event.
2. The Resurgence of Print: Meaningful and Sustainable Materials
While digital communication remains dominant, there’s a notable resurgence in print, driven by a desire for tangible, high-quality materials that offer lasting value. This trend is particularly pronounced among younger generations, with a 2019 survey by Two Sides North America showing that 61% of 18-24-year-olds prefer reading news in print over digital formats. One trend in healthcare events that has emerged is attendees showing interest in meaningful print memorabilia that they can take home, aligning with broader nostalgia-driven consumer behaviors, such as the revival of vinyl records.
However, sustainability remains a critical consideration. Print materials must be intentionally designed to minimize waste, using eco-friendly inks and recycled paper. The focus is on creating memorable, long-lasting pieces that contribute to the attendee experience without unnecessary environmental impact.
3. Sustainability: A Core Focus for Healthcare Events
Sustainability has moved from a buzzword to a core pillar of event planning in healthcare. Event organizers are placing increased emphasis on eco-friendly practices, including minimizing waste, utilizing recyclable materials, and offering digital alternatives to printed materials. This aligns with the growing environmental responsibility across the healthcare sector, with organizations like AstraZeneca and GlaxoSmithKline leading the way through ambitious carbon-reduction programs such as AstraZeneca’s “Ambition Zero Carbon” and GSK’s “Pathway to Net Zero Impact on Climate.”
As major pharmaceutical companies reduce their staff travel and carbon footprints, healthcare events must respond by integrating sustainable practices, from hybrid event models to green supply chains. These efforts not only reflect corporate values but also resonate with attendees, many of whom prioritize environmental responsibility.
4. The Growth of Out-of-Home (OOH) Advertising: Powered by Technology
The outdoor advertising industry is experiencing rapid growth, driven by advances in technology such as mobile geofencing and programmatic ad targeting. According to the Outdoor Advertising Association of America (OAAA), U.S. OOH advertising revenue reached $8.6 billion in 2022, reflecting a 20.7% increase from the previous year. Digital out-of-home (DOOH) advertising is expected to grow even further, with a projected compound annual growth rate (CAGR) of 12.8%, reaching $26.9 billion globally by 2027.
For healthcare events and industry supporters, this means greater opportunities to reach and engage audiences through tech-enabled displays and targeted messaging. Whether it’s raising awareness for new medical products or services or promoting educational content, OOH and DOOH advertising provide innovative ways to extend reach beyond the event itself.
5. Tailored Content Strategies: Channel-Specific Approach
In today’s content-driven world, healthcare organizations are shifting their focus toward crafting custom strategies tailored to each media channel. Whether it’s delivering impactful storytelling through print, sparking conversations on social media, or providing rich resources on web platforms, the key lies in aligning content with how audiences engage.
Tailored content strategies ensure that every touchpoint resonates with its intended audience. For instance, social media thrives on short, visually engaging snippets, while print channels provide an opportunity for in-depth storytelling and credibility. Web platforms, on the other hand, are ideal for dynamic, interactive content that encourages exploration and drives deeper engagement.
By designing content specifically for the strengths of each platform, healthcare organizations not only enhance audience experiences but also solidify their presence as leaders in their industries. This thoughtful, channel-specific approach ensures the right message reaches the right people, maximizing impact and fostering lasting connections.
The Value of Healthcare Event Trends for 2025
As we look ahead to 2025, healthcare events and their supporters must adapt to the dynamic trends shaping the industry. From data-driven personalization to sustainability initiatives, event organizers are tasked with creating memorable, responsible, and engaging experiences for attendees. The resurgence of print, growth in OOH advertising, and tailored content strategies further underscore the evolving expectations of modern audiences. By embracing these healthcare event trends, healthcare associations will meet the needs of today’s attendees while shaping the future of our industry.
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