selecting a destination - icca thailand... · selecting the city •attractiveness or “pull” of...

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!