I’ve attended a lot of medical meetings over the past eight years and just recently had the chance to attend the American Society of Clinical Oncology (ASCO)’s Annual Meeting for the first time. I knew the research presented at ASCO always generates a ton of news, but I had no idea how large and influential the meeting really was until I got there. I arrived back in D.C. with a new appreciation for the researchers who present their life’s work at these meetings, and the reporters who have to sift through all of the data and share it with the masses. After a few days of sessions, media outreach and downtown Chicago, I decided there should be a list of things that are essential to surviving ASCO, the granddaddy of all cancer-focused conferences.
#5 – Have a plan, but be flexible. As communications professionals preparing for a major medical meeting, we plan, plan again and then plan some more. But the biggest lesson I learned is that media priorities are constantly changing and your plan must evolve alongside. Keeping pace with Twitter, published stories and daily meeting news allows you to tailor your communications and plans as you go. You may have prepared a great pitch based on certain meeting trends and chatter, but being able to adjust your angles, available interviews and materials in real-time will make you more valuable to reporters.
#4 – Keep it short and sweet. Everyone at ASCO is being pulled in a million directions. Reporters have to attend press conferences, interview experts and write stories about multiple studies each day. Researchers are presenting, constantly meeting with people and giving interviews. Be prepared to ask your question, pitch your story or introduce yourself in 20 seconds or less. This way you’re respecting their time and making yourself get to the point faster.
#3 – Set up a base camp…with an electrical outlet. Between spotty cell phone reception in the lower levels of McCormick and sessions spread out across buildings, a set meeting place for your team is clutch. Our home base in the East Building had chairs, tables and a nice view of the press room, was next to food and, most importantly, a power strip for computer and phone charging!
#2 – Hash-tags, hash-tags, hash-tags. When it comes to ASCO, or any major medical meeting, don’t underestimate the power of Twitter. Find out the meeting’s hash tag and start monitoring conversations before you get there. You’ll get a jump on who’s planning on going, what studies they’re excited about and what topics you should be paying attention to before you even hit the registration stand. As many attendees — including David Sampson of the American Cancer Society — have shown, hash-tags have brought a world of opportunity to sharing pieces of news from the meeting that might otherwise get lost in the huge dump of data.
#1 – Wear flats. ASCO is slated to be at McCormick Place in Chicago for the next several years. The meeting sprawls over 2.6 million (yes, million!) square feet of convention center space. Making your way from one end to another in flashy heels may look good…that is, until you start limping and begging for a pair of sneakers. So, wear comfortable shoes — you’ll thank me later.
Are you a regular at big medical meetings like ASCO, and do you have a tip or two to share? Drop us a line below – we’d love to hear it.