Smart Metrics Lead to Better Healthcare Conference – MEET (Conference |

Unleash real-time insights with Zenus.ai

Author: Sophie Ma

The healthcare and pharmaceutical industries spent more than $13 billion on digital advertising in 2021, using metrics such as likes, shares, and clicks to measure consumer response(1). However, some medical products, such as surgical instruments and advanced imaging technologies, require hands-on demonstrations and interactive workshops, making them more suitable for marketing at medical conferences and events. However, collecting engagement metrics for these conferences is challenging, making it difficult to quantify attendee responses to events and medical products.

Medical conference analysis: current methods

So, how are medical conferences analyzed now? A recent study by researchers at the University of Bern sought to identify and classify medical conference attendees based on their attendance motivations to guide the customization of conference formats. To do this, researchers had more than 1,200 participants fill out questionnaires and then used cluster and factor analysis to determine that most participants preferred meetings that included both in-person and virtual options (2).

Another study by researchers at the University of Ottawa aimed to develop a standardized tool to assess the effectiveness of continuing medical education (CME) conferences. The method involved a systematic review of the literature, careful data extraction, and content analysis to identify key areas relevant to the evaluation of CME meetings (3). While both studies provide valuable insights into medical meeting planning, their methods are inefficient and outdated.

zenus.ai

To provide real-time analytics for healthcare conferences and events, Zenus.ai enters the market with technology that measures specific metrics. Zenus.ai uses facial analysis software to track attendance and audience engagement at various events.

The facial analysis package consists of two pieces of hardware: a camera and an analysis device. This camera is not a traditional camera, it does not take photos or videos. Instead, it passively “observes” the environment and translates it into data within an analytical device, functioning similarly to eye and brain systems. Translated data gives exhibitors insights into attendee numbers and reactions across locations and times, helping them gauge consumer sentiment.

It also enables event organizers to evaluate the effectiveness of event layout and setup. For example, the data might show that a specific area has fewer attendees due to lack of accessibility, or the data might show a surge in energy in facial expressions during a visual presentation compared to a verbal pitch.

Zenus works primarily with associations, for-profit organizations and groups that organize events to generate revenue for businesses. Part of this group includes medical meeting planners and exhibitors, who face unique challenges that don’t exist for consumer brands. Panos Moutafis, CEO of Zenus, said: “Consumer brands are more concerned about sales and demographics…[They]can reach consumers in other ways, so engagement is less important. “At medical events, exhibitors are less interested in who the attendees are and more interested in the experience. Do they like X, Y, or Z?”

This makes Zenus’ facial analysis technology particularly suitable for medical conferences, as it can analyze participants’ expressions and movements during different activities and locations.

Case Study: ASCRS

In one such case, Zenus partnered with the American Society of Cataract and Refractive Surgery (ASCRS) to improve their annual meeting by analyzing exhibitor and attendee ROI and experience value. Specifically, ASCRS wanted to obtain quantitative results on attendee sentiment, exhibitor ROI, monetization of sponsored solutions, and on-site real estate value. Using Zenus technology, ASCRS discovered valuable insights:

• Escalators and digital walls are top factors in keeping attendees happy.
• Women were more actively involved during conferences, while men were more actively involved on the show floor.
• The Tap Room attracts young attendees and creates high-energy networking opportunities (4).

privacy issues

One of the biggest concerns about emerging facial analysis technology is privacy. Attendees may worry about their faces and identities being collected for surveillance purposes. Medical conferences contain more sensitive data than regular trade shows, sometimes including live surgeries or confidential data.

So, how does Zenus ensure that sensitive scenes are not monitored? Zenus technology does not record faces (either in video or photo form) and does not identify individuals. A smartphone photo takes up 12 megabytes, while an hour of data collected by a Zenus device takes up just 1 megabyte. This is because the device only captures necessary data points, such as the number of individuals in the frame or the energy of their expressions.

Richer medical meeting assessments

Zenus.ai’s facial analysis technology represents a major leap forward in medical meeting assessment and optimization. By providing real-time, data-driven insights into attendee engagement and sentiment, Zenus offers a more accurate and efficient alternative to traditional methods.

Not only does the technology help exhibitors and organizers adjust strategies to maximize ROI and attendee experience, it also addresses privacy concerns by ensuring no identifiable data is captured or stored. As healthcare conferences continue to evolve, especially as demand for hybrid formats increases, tools like Zenus will be critical in shaping the future of event planning, allowing conferences to better meet the needs of attendees and organizers.

In an area where engagement and knowledge transfer are critical, Zenus’ innovative approach provides a valuable advantage, ensuring healthcare conferences remain dynamic and impactful in a rapidly changing environment.

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Sophie Ma is a staff writer in St. Louis.