Most commentary on medical congresses is narrowly focused. Industry press cover scientific breakthroughs from the context of market analysis for potential investors, while agencies promote their latest flashy booth builds, bolstered by some thin competitive insight. Often missing is a more holistic view that considers the broader market forces shaping these events.

We’re here to zoom out, to dive into what was happening in the industry that influenced how this congress came together, asking why were certain choices made and more importantly, what can we learn from them to guide future planning and strategy?

Big agencies tend to write for big companies attending big shows. We get it. Bigger is sexier. But … not everyone has a CES-sized budget, or can easily relate to esoteric takeaways from SXSW. Marketers at smaller firms — and the agencies supporting them, particularly those in industries outside of healthcare — struggle to translate those flashy recaps into something actionable. Our aim is to make the complex feel applicable.

We’re not just here to recap. We’re here to reframe. Our goal? To provide our readers insights that spark conversations, support smart instincts, and help you walk into your next meeting with meaningful insights to share.