Emota & IPCAA Report:

New research of 251 healthcare professionals across the US and Western Europe highlights what they value most from congresses – and how pharma must change the rules to stay relevant

Emota has partnered once again with the International Pharmaceutical Congress Advisory Association (IPCAA) to explore how healthcare professionals (HCPs) experience medical congresses today – and how those experiences must evolve to meet changing expectations.

The findings are published in the 2026 Healthcare Professional Congress Experience Report: “Changing the Rules of Congress Engagement”, which offers a strategic view of what today’s HCPs value most and provides clear direction for the pharmaceutical industry on how to design more relevant, engaging and impactful congress experiences.

Building on insights from the joint 2023 study, the 2026 report examines how congress participation, engagement with pharmaceutical companies and the role of digital and AI-enabled solutions have continued to shift. Whilst 66% of HCPs indicated they were ‘very satisfied’ with congresses, the research highlights an urgent need to move beyond “business as usual” and rethink how education, interaction and follow-up are delivered.

Key findings from the 2026 report include:

• High satisfaction, but rising expectations: HCPs continue to value congresses as a cornerstone of education and professional development, particularly praising high-quality scientific content and expert speakers. However, expectations around interaction, accessibility and relevance have increased.
• Engagement must be active, not passive: HCPs consistently favour interactive formats such as expert-led panels, live Q&A, case-based workshops and roundtable discussions over traditional lecture-style sessions.
• Digital access remains critical: There is a clear unmet need for robust virtual attendance options and centralised digital platforms that provide easy access to content during and after congress, particularly for time-poor professionals.
• Symposia influence real-world practice: Two in three HCPs report changing their clinical practice or prescribing behaviour based on information received at industry-sponsored symposia, reinforcing the importance of balanced, objective and educational content.
• AI should enhance – not replace – human connection: HCPs see value in selective use of AI and immersive technologies to personalise learning and summarise content, while still prioritising face-to-face interaction with peers, experts and industry representatives.
• Post-congress follow-up matters: Timely, tailored follow-up communications significantly extend the impact of congress participation, with most HCPs sharing new insights with colleagues and many with patients.

For the 2026 report, the 251 HCPs were surveyed through a 20-minute quantitative online study. Respondents included oncologists, cardiologists, neurologists, primary care physicians and infectious disease specialists from the US, UK, Germany, France, Italy and Spain. The research was designed to capture both high-level trends and nuanced differences by speciality and geography.

“If there is one overlooked opportunity, it is post-congress engagement,” said Mark Jackson, Managing Director, Emota. “HCPs do not just want content after an event, they expect it. When follow-up is delayed, generic or absent altogether, valuable momentum is lost. Our findings show just how much more impact congress can have when companies get this right.”

“Sponsored symposia play an important role in the medical congress environment by providing access to scientific data, expert perspectives and peer exchange,” said Angela von Bieberstein, Co-Vice President, IPCAA. “Now in its fourth edition, this report shows that two in three healthcare professionals say the insights gained from symposia inform their clinical thinking and decision-making. This underlines the responsibility to ensure symposia are credible, balanced and firmly focused on high-quality education.”

The 2026 Healthcare Professional Congress Experience Report is part of Emota and IPCAA’s ongoing commitment to supporting the pharmaceutical industry in designing congress experiences that better serve healthcare professionals – and ultimately improve patient care.

A copy of the report with its detailed findings and insight can be downloaded here.