Across the U.S. and Canada, conferences continue to play a pivotal role in how physicians stay up to date on advances in care. Conferences also represent a significant opportunity for pharma companies to expose physicians to product data on an ongoing basis and also to engage with company staff. We surveyed 139 Canadian and 150 US physicians to better understand conference attendance in the past year as well as plans for attendance in the next year.
Overall participation remains high, with more than 80% of physicians in both countries attending at least one conference in the past year, and rates climbing to over 90% among specialists.
The frequency of attendance, however, varies significantly. Canadian physicians (GPs and Specialists) report attending roughly 9–10 conferences annually, U.S. specialists stand out with substantially higher engagement, averaging more than 20 conferences per year. This disparity suggests a more intensive conference culture among U.S. specialists, potentially driven by greater subspecialization or access to events.
Format preferences also differ by geography. Canadian physicians overwhelmingly favor in-person attendance at North American conferences, with nearly 70–73% attending physically. In contrast, U.S. general practitioners show a more balanced split between virtual and in-person participation, while specialists strongly prefer in-person experiences.
When it comes to international conferences, virtual attendance dominates for Canadian GPs, whereas specialists in both countries are more likely to travel and attend in person. This reflects a nuanced balance between accessibility and the perceived value of face-to-face engagement.
Taken together, the data highlight that while virtual options have expanded reach, in-person conferences remain central, particularly for specialists seeking deeper engagement and networking opportunities.
Infographics may contain select findings from our Independent Studies. Contact us to find out if your organization qualifies for a complimentary presentation with access to the full report.
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