The European Congress of Radiology (ECR) was recently hosted in Vienna, where it showcased the current and upcoming trends in the radiology industry. ECR, alongside the European Society for Radiology, invited event organisers to collaborate in a discussion concerning the direction of future congresses, and the needs of the industry. According to Susanne Baumann-Söllner, managing director of the Austria Center Vienna, the Congress focused on three ways that future events can be adapted: “sustainably, digitally, and as unique festivals for participants.”
Investing in networking
Peter Baierl of the European Society of Radiology (ESR) presented his plans for closer interaction between representatives of industry and science, coupled with networking areas. To promote this drive, he proposed setting up distinct areas next to the lecture theatres to ensure that industry networking is closely integrated into proceedings. ECR aims to move away from using large halls with multiple booths, towards experiential branding activities focused on the participant experience. It hopes also to improve focus on the products presented. The venue and the ECR decided to incorporate outdoor elements in one of the show’s halls, to alleviate some participants’ concerns regarding Covid-19. “We reconfigured the exhibition outside the main entrance, repurposing it as a registration, bar, and networking area,” Baierl explained.
Digitalising congresses
Digitalisation at congresses was also on the agenda at ECR. Baierl commented on ECR’s hybrid approach: “As we do not make a distinction between in-person and virtual participants in practical terms – or the congress tickets.” “We use digital stage settings, camera jibs and teleprompters, and the same applies to our podium discussions.” Baierl added that, after the shift to online congresses due to the pandemic, he found that many organisers and delegates were keen on the return of in-person events. He stated that organisers were discussing the need for flexibility when planning events, alongside the support of partners in making the transition to hybrid congresses. The Austria Center Vienna was the venue of choice for ECR as it had launched three hybrid event formats in 2021: the Hybrid Circle, Hybrid Sphere and Hybrid Cube.
Sharing facilities
Aligning with the show’s theme, ‘Congress of the Future,’ congress organisers discussed identifying ways of sharing infrastructure with other shows. Aspects of the discussion were inspired by the ECR’s sustainability criteria – which involve rejecting single-use items such as rugs, posters, and giveaways. Additionally, the Austria Center Vienna is a ‘Green Conference Centre’, which prioritises regional catering, digital branding and getting to and from the venue by public transport. Baierl explained the ECR’s desire to help other congresses adopt green infrastructure: “We would like to act as an interface between congresses that take place one after the other. Ideally, certain congress furnishings and exhibition set-ups could be used for multiple congresses in succession. “This helps cut time-consuming build-ups and breakdowns while reducing power consumption, waste and costs.”
