Changing the rules of Congress Engagement

A strategic view of what today’s healthcare professionals value most

Medical congresses remain a cornerstone of healthcare professional education. But expectations around how congresses are experienced, accessed and delivered are changing. 

The 2026 Healthcare Professional Congress Experience Report, developed by Emota in collaboration with IPCAA, explores what HCPs value most at congress today and where current models are falling short. 

Based on research with 251 HCPs across the US and Europe, the report provides a clear, evidence-based view of how satisfaction, engagement, digital access and industry involvement are evolving. 

What the report explores

The findings reveal important shifts in how HCPs engage with congresses, including: 

• What drives satisfaction and where improvement is still needed 
• How expectations of engagement and interaction have changed 
• The role of digital access, AI and virtual participation 
• What makes industry-sponsored activity valuable and credible 
• How engagement continues beyond the physical event 

If you influence how congress experiences are designed or delivered, this report offers practical insight to inform future decisions.