No Vaccine for Vanity

Vanity costs money and is a long way leading nowhere.

— Ralph Waldo Emerson

Planners of scientific and medical meetings are captivated by yet another band-aid fix for flagging attendance: vaccine passports.

Vaccine passports will bring back the crowds, they insist.

But one such planner, Ben Hainsworth, has called vaccine passports a "red herring." Planners should instead be focused on their value proposition. 

“If we have vaccine passports, but we are still thinking about events in the same way we did in 2019, the recovery will be a big flop," Hainsworth says. "We need to think about the unique value of face-to-face and start re-pitching and redesigning our meetings."

It's no surprise scientific and medical meeting planners love vaccine passports. For daydreamers like them, vaccine passports are the panacea of the month. Naysayers like Hainsworth are simply that—naysayers.

But is he? I think not. When you consider their elements, today's scientific and medical meetings offer attendees little of real value: they draw no leading practitioners, provide no unpublished research, and appeal to practically no one but job-hunters. Why would they recover after the pandemic?

I saw these gatherings lose their value long ago, while working for scientific and medical meeting planners back in the '90s. 

A smug bunch, the planners I worked for clung vainly to the status quo, repeating tired formulas and delegating the crucial work of program-design to volunteers. Content to live in the "fairyland" of federally subsidized science and medicine, they denied that meeting attendance was declining—geometrically—and that my research was showing first-world practitioners found their events irrelevant.

Two real-world movements drove the decline and irrelevancy: open science and managed care. But these vain planners would have none of it. They bristled when presented with the fact that their events were subsisting on job-hunters, grad students, and a few third-world practitioners, while pointing with pride to their swelling exhibit halls, a boon to hospitals in search of equipment. But there were hidden economic pressures on equipment-makers, too, thanks both to managed care and the inherently unaccountable nature of tradeshow exhibiting.

Flash forward to 2021 and the chickens have come home to roost. The pandemic has already up-ended meeting planners' reality and experts are predicting that by 2025 the world will be a world of "tele-everything." Practitioners, yearning for safety and convenience, will work from their homes and private offices, travel less frequently, and make few forays into public spaces. Live scientific and medical meetings may be nothing more than a pale memory.

Too bad there's no vaccine for vanity.

HAT TIP: Thanks go to Warwick Davies, principal of The Event Mechanic! for alerting me to Ben Hainsworth's remarks.