01 Mar 2018

ENDO 2017, the first World Congress of GI Endoscopy in India

Topics

Success achieved

Over 3500 attendees participate in hands-on training & live demo at the first endoscopy congress.

Website: http://endo-2017.org
Project dates: 2014 - 2017

Project team

John Smith, Event Director
Jane Brown, Event Manager
Brutus Adderat, Concept Guru

Tools & Systems

MCI online registration system – delegate registration system
iplanner – abstract submission and selection as well as scientific program development software
Congress app development system – for the development of a customized congress app
Cobra Database management system – to maintain an up-to-date database system in order to disseminate electronic promotional massages.
Survey Monkey – online survey tool used for research and to capture the opinions and feedback of the attendees
Mailchimp – development and dissemination of electronic direct mailers

Introduction

The project, ENDO 2017, the World Congress of Gastrointestinal (GI) Endoscopy is the brainchild of the World Endoscopy Organization (WEO), a non-profit umbrella organization covering 3 geographical zones: Asia Pacific, Europe/Mediterranean and the Americas.

Technological advances in GI endoscopy over the years have been spectacular. Endoscopy has surpassed its function as an examination tool and is now, not only for diagnosis but also for treatment in Gastroenterology. Developing countries in particular are challenged by a shortage of training, qualified healthcare professionals and medical infrastructures. WEO felt that it was high time the endoscopy community was brought together to stimulate international exchange and establish best practices.

Hence, WEO made the bold move to organize the first ever world congress in Feb 17 in Hyderabad, India.

Objectives

To disseminate the use of advanced endoscopy techniques and strengthen capacity in emerging regions of the world.
To develop a strong and all-rounded scientific program so attendees are ready to improve their practices in their home countries.
To attract at least 3000 attendees globally.  
To engage with the industry and allow for better interaction between the attendees and the industry.
To increase WEO’s awareness globally and fulfil its mission statement of promotion of high quality and safe endoscopy through training and education.
To support the development of practical guidelines for quality assurance of endoscopic units adapted to local needs.

Timeline

Activities

The decision to hold this event was made in 2013, four years before the congress itself. We initially drafted a SWOT analysis and a plan with timelines. Three core members of our team were involved in the planning, all working a 40 hour week. Other colleagues were involved in certain parts of the project. We had daily reporting / planning meetings in the morning and weekly meetings (for three years) with our Indian partners. Three onsite visits were held before the congress. To describe all the activities we undertook would fill a novel. In a nutshell, we were responsible for the scientific program, budget, promotion, steering and scientific committee, liaison with all parties and used various software to plan and keep track of everything.

Innovation

This congress, focusing solely on endoscopy, was the first of its kind to be held in India, bringing together more than 3,500 enthusiasts. To provide an expert platform with extensive hands-on training coupled with live endoscopy demonstrations and multiple parallel sessions was a unique technical feat. In order to achieve this, an innovative and open approach was constantly necessary.

For example, for the broadcast of live endoscopy demonstrations, several staff on motorbikes were spread through the city at critical internet connection points in order to address broadcast problems, should they arise. Happily, with their support the transmission ran smoothly.

With three days of live endoscopy broadcast from the brand new and magnificent endoscopy unit of the Asian Institute of Gastroenterology, participants witnessed over 52 cutting-edge procedures performed and assisted by 70 world-renowned experts. No other endoscopy event had ever showcased this amount of procedures. This is the first time that live endoscopy has been held on such a scale.

Marketing

The main marketing objective was to disseminate ENDO 2017 to a very specific audience – GI specialists, in particular coming from developing countries, with a limited yet cost-effective budget:

Offline promotion

Official launch – a suitable launch platform was essential to secure high awareness. The Asia Pacific Digestive Week 2014 in Bali, Indonesia served as the venue for the official launch. It attracted huge interest from the attendees.  
Media coverage from the Indian press translated into free publicity for the congress.  
Participation at major GI congresses in all continents – ENDO 2017 promotional booths were present at major  GI congresses.  
Promotion via national GI societies and scientific supporters. Thanks to close collaboration with the national  and regional societies, WEO was able to promote ENDO 2017 through placing promotional materials and where applicable, had complimentary promotional stands within the national and regional congresses. Giveaways in the form of a pen with the congress website address were also distributed.  
Word of mouth promotion through key opinion leaders  
Print ads in targeted journals such as Endoscopy

Website screencapture.png — *Event website, home page*

Online promotion

Customized congress website 
Extensive promotion via social media such as Facebook and twitter  
Regular e-newsletters, featuring interviews and think pieces from the ENDO 2017 faculty
Google ads: WEO was able to obtain a grant from Google ads, allowing for better visibility in the online sphere.  
Electronic event banner on national and regional societies‘ website  
Partnership with key sponsors to circulate electronic promotional materials.  
Online print ads in targeted journals  
Press releases

Challenges

Multicultural aspect – understanding local practices and standards - overcame by closely cooperating, many teleconferences, recruiting staff for project with international experience. We are a small company with more than 10 nationalities on the team
Initial fundraising – this was a new congress so no track record - overcame by sheer tenacity, also pinpointing the appropriate persons within the association who had good contacts and make key introductions. Presence at all congresses related to the field to network.

Achievements

All the set objectives were achieved.

In regards to developing a strong, well-rounded scientific program, the ENDO 2017 benefitted from a highly diverse scientific committee – with experts coming from all corners of the globe. This is in stark contrast with the other large GI events held, which tend to focus solely on national and/or regional experts.

In terms of industry engagement, ENDO 2017 represented a watershed moment for the host organization, WEO. ENDO 2017 received the largest sponsorships that the organization had ever received, with gifts of over 150k USD. Most importantly, at least five companies who previously had never sponsored or donated to WEO, became ENDO 2017 sponsors and are poised to become long term partners of the organization. This is proof that the industry shared the vision and saw the potential in the concept.

In regards to attendance, while the target number was exceeded, the congress would have benefitted from receiving more attendees from some countries and regions, in particular China and South and Central America– these are areas which have been identified as having a great need for higher endoscopy standards and education.

Targets & Statistics

Total attendance: 3572 attendees from 78 countries
Regular delegates: 85%  
Fellows, nurses and technicians: 15%  
Abstracts received: more than 600 abstracts from 59 countries  
Sponsors and exhibitors, including associations: 55  
Faculty: 234 from 47 countries  
Scientific Supporters: 10  
No comparative data with previous event as this is the inaugural congress.

What would we do differently?

Acquire tax advisor / legal advice from an international firm immediately.
Screen the local PCO more thoroughly before signing them
Set clearer parameters for collaboration with regional counselors from the onset

Feedback & Testimonials

„My heartiest congratulations for the great success of the congress. A magnificent exposure, state of the art sessions, world class deliberations and thought- provoking live cases!“

„Many thanks! Great meeting and we enjoyed it very much!“

„Great meeting at ENDO 2017! Huge crowds, many topics, education and great networking!“ „Congratulations to the team for the huge success under the guidance of Dr Reddy. Really impressive!“ „Excellent conference with great faculty and impeccable organization“ 

„This is one of the best congresses I attended. It did meet my demands and without doubt, I will attend the forthcoming congresses“

Wider impact

Event attendees attended a world congress whose content was tailored to their needs, addressed the current issues and kept them abreast on future trends. In particular, this world congress showcased three full days of live endoscopy by renowned experts and it was an eye-opener for many attendees who welcomed the chance to see the specialists in full action during a live operation. In return they were able to bring the newly acquired skills/knowledge back home and put it into meaningful use for the patients and the society in general. Attendees were also very pleased with the extensive networking opportunities.

The related medical industry was very pleased to have a specialized platform for the very first time focusing purely on endoscopy, thereby allowing them to reach out to the right target audience. Many of the companies had concrete sales leads that they were able to follow up with after the congress. Post-event feedback with these companies indicated a strong interest and support for the next world congress.

The first ever world congress in GI endoscopy was an immense success and it has enhanced WEO standing as the authority figure in GI endoscopy. Awareness of WEO has also increased by multiple folds through ENDO 2017. ENDO 2017 also provided WEO with an excellent opportunity to stay in touch with the scientific committee comprising of experts from all continents and allowing them to have a better understanding of the ethos and work of WEO. WEO’s mission of leading the promotion of high quality and safe endoscopy worldwide, through training, education and research was further reinforced through ENDO 2017.

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