PAUL COLSTON TAKES A CONSULTATION WITH KENES CEO ORI LAHAV
The medical market is not just important in and of itself, it is fundamental to the conferencing industry. Globally, the medical and healthcare conference sector represents a significant portion of the MICE industry. According to one recent UFI/ICCA Report, an estimated 50% of all international association meetings worldwide are related to medical and healthcare disciplines. This equates to thousands of events annually, attracting millions of participants.
CEO of Kenes Group, Ori Lahav, says the medical market is central to everything his international PCO does. “We are a mission-driven company with a clear purpose: to improve patient outcomes by fostering platforms for global collaboration, education, and innovation in healthcare,” Lahav says. “Our portfolio includes over 100 annual events, with more than 80% being in the medical and scientific sectors. In 2024 alone, Kenes Group engaged over 200,000 participants from across the globe through its events, facilitating knowledge sharing that directly impacts clinical practices and research advancements.”
The role of medical conferences goes beyond presentations and networking, they are platforms where the latest breakthroughs are introduced, interdisciplinary collaborations are forged, and healthcare professionals are empowered with knowledge that ultimately benefits patients. Kenes is one of many agency-enablers of this vital ecosystem.
I asked Lahav why the company choose to specialise in this area, particularly as there seem to be so many barriers to entry with pharma codes and other regulations to take into account. “Kenes Group’s specialisation in medical and scientific conferences is deeply rooted in our history and purpose. From our founding in 1965, we have maintained strong relationships with top-tier academic institutions and leading medical societies, positioning ourselves as a trusted partner in advancing healthcare knowledge.”
Lahav admits the sector comes with its unique challenges, including strict compliance regulations and ethical guidelines. “However,” he says, “these barriers also underscore the importance and integrity of medical meetings. We’ve developed unparalleled expertise over nearly 60 years, which enables us to navigate these restrictions effectively while delivering impactful events.”
Lahav identifies the following key regulatory challenges when organising medical congresses:
- Content accuracy and evidence-based information
Medical meetings are built on trust. The content presented must be evidence-based, peerreviewed, and scientifically sound. This focus on accuracy ensures that healthcare professionals leave with actionable knowledge that directly improves patient outcomes.
- Compliance with regulatory standards
Regulatory frameworks like Ethical MedTech, ACCME, and EACCME dictate how events are structured. Sponsorship and branding are carefully regulated to ensure that the content remains unbiased and educational.
- Sponsor interaction and content independence
Sponsors’ influence on content is strictly limited to maintain objectivity. Kenes creates designated spaces for sponsor engagement, such as exhibition areas and satellite symposia as a way of ensuring that educational content remains free from commercial bias.
- Audience-centric education
The focus of medical congresses must be to ensure that the knowledge shared has a direct impact on patient care, even if it means forgoing some of the more dynamic and flashy elements seen in other industries’ events.
- Confidentiality and data privacy
Patient confidentiality and privacy regulations shape what data can be shared. This requires careful planning and compliance checks to ensure all shared material meets legal and ethical standards.
- Destination and entertainment restrictions
Unlike other events, medical congresses cannot use the destination as a marketing tool or include entertainment that deviates from the educational purpose. Instead, activities like wellness programmes are designed to align with attendee wellbeing and the congress’s mission.
Lahav says the secret to success here is in turning challenges into opportunities. Kenes Group has organised some of the world’s most impactful medical conferences, including working with: WPA – World Psychiatry Association, WSO – World Stroke Organisation, WFN – World Federation of Neurology, SIOP – The International Society of Paediatric Oncology, EAS – European Atherosclerosis Society, and ESPGHAN – European Society for Paediatric Gastroenterology. All are events attracting thousands of participants.
Supporting associations beyond events
For a group like Kenes, event organising is only one part of the equation. Through a dedicated Association Management team, the group provides year-round consultancy and strategic guidance to medical and pharma-based clients.
Services include:
- Governance strategy: Helping associations optimise their structures and decision-making processes to align with their goals.
- Membership engagement: Developing initiatives to attract, retain, and engage members through personalised communication, value-added services, and active community building.
- Diversifying income: Supporting associations in identifying and leveraging additional revenue streams beyond membership fees and congresses, such as educational programmes, certifications, and sponsorships.
Medical associations are typically led by passionate and highly knowledgeable healthcare professionals whose expertise lies in medicine, although not necessarily in managing the complexities of running a global or regional organisation or orchestrating large-scale events.
“This is where a global professional conference organiser (PCO) like Kenes Group becomes indispensable,” Lahav explains. “Our role is to complement their medical knowledge with the operational, logistical, and marketing skills required to ensure their success on a global stage.”
Medical associations heavily rely on their annual or recurrent meetings to finance their daily operations, and another major function is to provide certified, quality education to their members. Therefore, they turn to PCOs to help them take care of the operational aspects of their conferences and meetings, including addressing any risk factors.
Legacy
In the age of the knowledge economy destinations tend to measure conference success on legacy as much as numbers of bed nights and major pharma/medical events are all about developing better treatments and health outcomes. “A PCO like Kenes Group plays a vital role in amplifying the legacy impact of medical conferences, ensuring their value extends far beyond the event itself,” says Lahav.
He continues: “Through meticulous planning and execution, we foster environments where pioneering research from diverse sources, regions of the world and socioeconomic backgrounds is shared, partnerships are formed, and actionable knowledge is disseminated. Our focus on digital tools, data collection, and post-event strategies ensures that the insights and advancements presented are accessible to a broader audience.”
Organising medical conferences involves managing a significant financial risk. Factors like fluctuating costs, unpredictable global conditions, and the need for high-quality content all are part of the work to find the delicate balance between tight budgets and ambitious conference goals.
As well as rising prices for venues, services, Lahav points towards increasing demand for innovative technologies and higher standards of sustainability, making it even more crucial to deliver value without compromising the experience or impact of the conference.
Looking ahead to 2025 and beyond, Lahav identifies several trends that he believes will shape the future of medical conferences and maybe, too, the broader meetings sector. “Our society is going through a major technology disruption with AI and Machine Learning. This will play a critical role in the way we manage our associations and events. I am excited about the positive impact it can have on our society.
“AI and Machine learning can already today drive personalised and data-driven experiences that will transform how we design and engage with participants. By leveraging AI and advanced analytics, we can create tailored experiences, ensuring that each attendee receives the most relevant content.” He also sees sustainability continuing to be a key priority as all sectors place increasing value on eco-friendly practices.
Kenes is also applying its knowledge gained in the medical field to foster new partnerships in emerging industries like technology and governance.
This article was originally published in the #134 issue of the Conference & Meetings World – CMW Magazine – Medical Meetings, page 35, 37 – January 2025: https://bit.ly/4gXnW1r