Background 

UNLOK Education is an online learning experience platform pioneered by Kenes Group. Designed to support outcome-driven Independent Medical Education and Continuing Medical Education, UNLOK combines educational strategy, adult learning theory, and digital innovation to help healthcare professionals develop knowledge, skills, and competencies that translate into improved patient care. As a Trusted Provider of the European Accreditation Council for Continuing Medical Education and a member of the Good CME Practice Group, UNLOK operates with a strong commitment to quality, transparency, compliance, and accessibility. Its interactive learning portals connect healthcare professionals with education leaders worldwide, delivering accredited, ethically compliant content through personalised and engaging digital environments.  

Overview 

In an effort to advance human-centred medical education, Kenes Group developed The AI-Powered Simulation Training: Mastering Sensitive Discussions on Weight Management, a groundbreaking AI-driven learning experience designed to help healthcare professionals practise sensitive patient conversations related to diabetes and weight management. The course combines emotional recognition technology, realistic scenario design, and expert clinical guidance to create an immersive simulation that strengthens empathy, communication skills, and emotional intelligence in clinical practice. 

 

Objectivesand Goals 

The primary goal was to create a realistic and emotionally intelligent training activity that would help clinicians navigate complex patient interactions with greater confidence and compassion. The project aimed to achieve this by integrating advanced emotional recognition AI capable of analysing tone, language, and facial cues to provide personalised feedback. 

For Kenes Group, the initiative supported a broader mission to push the boundaries of digital medical education. We wanted to demonstrate that innovation could improve not only clinical knowledge but also the communication skills that shape patient trust and outcomes.

Building on the success of the UNLOK platform, the project reinforced the organisation’s leadership in developing transformative learning experiences. 

Success was defined as delivering an interactive simulation that felt authentic to healthcare professionals, was endorsed by subject matter experts, and demonstrated clear engagement and value to the diabetes community. 

Challenges and Problems

The team began with three central challenges. The first was ensuring that the emotional recognition AI provided accurate, meaningful insights without producing misleading feedback. The second involved training the system to interpret verbal and non-verbal communication in a way that aligned with real-world clinical practice. The third challenge was casting an actress who could convincingly portray a patient navigating the emotional weight of diabetes and sensitive health discussions. 

These challenges quickly became the project’s top priorities, as early prototypes showed that the quality of the interaction would determine the credibility and usefulness of the simulation. 

Solutions and Approach

To address these challenges, the development team conducted extensive AI training using carefully curated emotional and linguistic cues. Close collaboration with subject matter experts ensured that scenarios reflected the nuances of actual patient encounters. Selecting a skilled actress capable of delivering subtle and authentic emotional responses elevated the realism of the simulation. 

The project introduced several innovative approaches. Emotional recognition AI in soft-skills medical training is still rare, and this simulation went beyond traditional e-learning by analysing live user behaviour to offer tailored feedback. The focus on communication, empathy, and emotional awareness represented a significant shift from typical medical education, which often centres on clinical content. 

Execution and Implementation

Kenes Group led the learning design by defining the educational objectives and user experience. The development process involved immersive learning specialists, studio teams, a professional actress, clinical experts, and partners from Make Real, an award-winning immersive technologies developer specialising in simulation-based learning. Together, they created a fictional patient story and filmed multiple interactive scenarios. 

The final simulation integrated emotional recognition technology and generative AI to analyse the learner’s language and expressions and was launched on the UNLOK portal, providing a safe and repeatable environment for clinicians to practice constructive communication. 

Progress was measured through AI performance testing, user trials with healthcare professionals, expert validation, and engagement tracking throughout the rollout. 

Outcomes and Results

The project saw strong adoption, with more than 350 healthcare professionals registering for the course. Participant feedback highlighted how engaging, realistic, and thought-provoking the experience was. Key opinion leaders praised the project as a progressive example of technology enhancing human-centred skills in healthcare. 

All initial objectives were met. The simulation provided actionable personalised feedback, delivered an emotionally authentic experience, and achieved measurable engagement. The success of the project further strengthened Kenes Group’s position as an innovator, contributing to the organisation winning the IAPCO Innovation Award for the second time. 

Conclusion

This project demonstrated that medical education can be transformed when technology is used to make learning more human. Empathy, communication, and emotional intelligence are essential parts of patient care, and AI can support these skills when implemented responsibly and thoughtfully. 

The key lessons include the importance of measuring learner behaviour, collaborating with clinical and creative experts, and designing experiences that reflect real patient emotions. When innovation is guided by authenticity and purpose, it has the power to elevate both professional development and the quality of care patients receive. 

Background and Objectives 

As a global scientific society dedicated to advancing papillomavirus research, the International Papillomavirus Society (IPVS) depends on a strong, diverse, and engaged membership base. In recent years, IPVS experienced significant fluctuations in membership numbers, particularly between conference and non-conference years, alongside uneven regional representation and limited engagement from early-career researchers and students. 

To address this, IPVS launched a multi-year membership growth initiative with clear objectives. The Society aimed to achieve steady year-on-year membership growth while maintaining representation from approximately 100 countries worldwide. Particular emphasis was placed on strengthening participation in underrepresented regions, especially Africa, Asia, and Latin America, where IPVS believes its work is most urgently needed. At the same time, the initiative sought to ensure balanced representation across scientific disciplines, including basic science, clinical research, public health and implementation science, and to grow membership among early-career researchers and students to secure the Society’s future leadership pipeline. 

Success was defined not only by growth in total membership, but also by improved retention, broader geographic reach, stronger early-career engagement, and sustained diversity across scientific fields and governance structures. 

Challenges Identified 

At the outset, IPVS faced several structural challenges. Membership numbers were closely tied to conference cycles, leading to peaks during event years and declines in between. Regional representation was uneven, with Africa, Asia, and Latin America significantly underrepresented despite being priority regions for disease prevention and research impact. Financial and access barriers further limited participation from low- and lower-middle-income countries. Engagement among early-career researchers and students was inconsistent, particularly outside conference years. 

These challenges were identified through detailed analysis of membership data, renewal statistics, conference participation metrics, and direct feedback from members and committees. Together, the insights highlighted the need for a more stable, inclusive, and regionally responsive membership model. 

Strategy and Approach 

In response, IPVS implemented a coordinated set of initiatives designed to improve accessibility, strengthen regional outreach, and increase the long-term value of membership. 

A cornerstone of the strategy was the launch of the Country Ambassador Program in 2023. Ambassadors acted as local champions in underrepresented countries, promoting IPVS membership, supporting applications, and helping new members integrate into the community. This community-driven model proved particularly effective in Africa and Asia. 

To address financial barriers, IPVS introduced a tiered membership structure, including a dedicated low- and lower-middle-income country category. This significantly expanded access for researchers and clinicians in priority regions. Membership options for early career researchers and students were also strengthened, supported by an expanded mentorship programme, awards, workshops, and the active Early Career Researchers Committee. 

Conferences played a strategic role in recruitment. Discounted packages combining conference registration and membership helped convert attendees into long-term members, with the 2023 and 2025 conferences serving as major growth drivers. Group memberships were introduced to allow institutions and research teams, particularly in Africa and Asia, to join collectively, improving efficiency and affordability. 

Targeted, year-round communication campaigns supported recruitment and retention, addressing current members, lapsed members, and new prospects with tailored messaging. Educational programming across webinars and conferences ensured balanced representation of all scientific disciplines, reinforcing the value of membership beyond events alone. 

Implementation and Monitoring 

The initiative was rolled out in phases. Foundational elements, including the mentorship programme and new membership categories, were introduced in 2022. In 2023, the Country Ambassador Program and conference-linked recruitment were launched. Growth efforts continued through 2024 with increased focus on Latin America, and in 2025, the strategy was consolidated, resulting in record membership numbers. Preparations for future European expansion were initiated in parallel.

Progress was closely monitored through quarterly membership reports, renewal tracking, regional and category analysis, campaign performance metrics, and regular feedback from the IPVS Membership Committee. This allowed the Society to refine tactics year by year and allocate resources where impact was greatest. 

Results and Impact 

By 2025, IPVS reached a record 1,529 members, surpassing its previous high. Africa and Asia became the Society’s two largest regions, with 381 and 385 members respectively. Countries such as Ghana and Bangladesh emerged among the top membership contributors, reflecting the success of targeted regional strategies. Latin America also showed steady growth, leading to the establishment of a dedicated regional task force. 

Early career researchers and student membership grew consistently, supported by mentorship programmes, workshops, awards, and active committee involvement. Global representation strengthened, with all world regions appearing among the top 20 member countries, and balanced participation across scientific disciplines was maintained, with public health and epidemiology remaining the leading track. 

While renewal rates improved compared to previous years, IPVS continues to focus on further strengthening retention as part of its long-term strategy. 

Conclusion 

The IPVS membership growth initiative demonstrates how a clear strategic vision, combined with inclusive policies, localised outreach, and data-driven decision making, can build a resilient and truly global scientific community. By lowering financial barriers, empowering regional ambassadors, investing in early career development, and aligning membership recruitment with educational and conference activities, IPVS achieved sustainable growth without compromising diversity or scientific balance.

The initiative has strengthened IPVS’s global position, created a scalable model for future expansion, and secured a strong foundation for continued engagement across regions, disciplines, and career stages. The lessons learned offer a replicable framework for other international membership-based organisations seeking long-term, inclusive growth. 

When the American Association for Bronchology and Interventional Pulmonology (AABIP) looked at its attendance data in 2021, one thing was clear: the meeting had outgrown its domestic roots but hadn’t cracked the code on international expansion. Prospective participants from Latin America were staying away. The reason? Language. English-only programming created an invisible wall that marketing couldn’t overcome. Within four years, AABIP and Kenes Group dismantled that wall, more than doubling attendance and transforming the meeting into one of the field’s most inclusive international gatherings.

Executive Summary 

The American Association for Bronchology and Interventional Pulmonology (AABIP) partnered with Kenes Group to transform its annual meeting from a primarily domestic event into a growing international forum. The goal was to increase participation from outside North America, expand the scientific reach of the program, and create a more inclusive experience for Latin American attendees. Through targeted localisation, technological innovation, and strong operational execution, AABIP achieved record-breaking attendance, unprecedented scientific engagement, and a stronger global presence. 

The Challenge 

AABIP aimed to broaden its international reach, but a key obstacle emerged: many prospective participants from Latin America were hesitant to attend due to English-language limitations. The team identified the language barrier as the main factor preventing the association from attracting new audiences and increasing its global influence. 

The challenge was not only to overcome this barrier but also to ensure that participants who did not speak English fluently still felt welcome, supported, and included throughout the entire conference journey. 

Kenes Group’s Solution 

Kenes Group implemented a multi-layered approach focused on inclusivity, accessibility, and community-building. A key component was technological innovation. All scientific sessions featured real-time AI-generated Spanish transcription subtitles, which made the content more accessible for Latin American participants. In addition, the team piloted AI-generated session summaries to provide participants with an extra layer of support and comprehension. 

Another pillar of the strategy was targeted localisation. Email campaigns and promotional materials were translated into Spanish to better reach and engage the LATAM audience. Kenes also partnered with a major Latin American association to expand regional outreach and cross-promotion, strengthening the visibility and relevance of the event within the community. 

Onsite Experience 

The onsite experience was designed to ensure that every participant felt welcomed, supported, and able to fully engage. Many members of the onsite Kenes team were bilingual and wore pins identifying the languages they spoke, making it easy for Spanish-speaking participants to find assistance. The scientific program was further enriched with dedicated Spanish-language sessions, creating space for regional voices and discussion. A special networking event brought together participants from across Latin America, fostering community and strengthening professional ties. Throughout the conference, staff and committee members actively gathered feedback to better understand participant needs and continuously improve the experience. 

Impact and Key Results 

AABIP’s collaboration with Kenes Group generated measurable growth across participation, scientific engagement, and international reach. 

Record Attendance Growth 

AABIP achieved continuous year-over-year attendance growth since 2021.
Key milestones include: 

• 598 participants in 2021 

• 918 participants in 2023 

• 1,147 participants in 2024 

• 1,229 participants in 2025 

• Projection of 1,300 for 2026 and 1,450 for 2027 

This represents more than doubling attendance within six years, supported by verified annual growth percentages as high as 37 percent. 

Surge in Scientific Contributions 

Abstract submissions grew sharply and consistently: 

• 40 abstracts in 2020 

• 77 abstracts in 2022 

• 178 abstracts in 2023 

• 208 abstracts in 2024 

• 278 abstracts in 2025 

Between 2022 and 2025, submissions increased by more than 260 percent, confirming the growing academic relevance of the meeting. 

Stronger International Participation 

The conference saw a significant rise in non-U.S. participation, with particularly strong representation from across Latin America. Sessions designed for the LATAM community were consistently full, marked by active engagement and a clear sense of connection among attendees. Participants also expressed high satisfaction with the program and strong interest in returning for future editions. 

Strategic Benefits for AABIP 

This broader international presence opened new opportunities for collaboration with national and regional societies and strengthened AABIP’s ability to offer scientific content tailored to a diverse global audience. It also reinforced the value of partnering with an AMC that brings deep experience in managing international medical meetings.

AABIP leadership also praised the conference as “educational and interactive,” and highlighted it as an ideal example of executing a hybrid and inclusive scientific event. 

 

Conclusion 

This case demonstrates how a highly focused, participant-centred approach can transform a domestic meeting into an international success story. By addressing the language barrier through technology, localisation, and onsite experience, Kenes Group helped AABIP create a conference where every attendee felt welcomed and valued. The results speak for themselves: record attendance, dramatic growth in scientific submissions, and deepened international engagement. The AABIP project illustrates how AMCs can drive sustainable growth, broaden global reach, and deliver long-term strategic impact for their association partners. 

 

In the events industry, sustainability has become a strategic priority. From reducing carbon emissions to minimising waste and supporting local communities, associations and organisers are rethinking how to deliver events responsibly. 

But here’s the challenge: sustainability efforts often happen behind the scenes. If they remain invisible, their impact is limited. This is where marketing and social media come in not just as promotion tools, but as powerful levers to change behaviour, inspire action, and amplify impact far beyond the event walls. 

Why Marketing Matters for Sustainability 

When implementing sustainable practices into our event, one of our main goals is to make those actions visible so participants, partners, and stakeholders feel part of the journey. Marketing plays three critical roles here: 

• Communicating actions: Without communication, even strong sustainability initiatives risk going unnoticed. Marketing ensures they are visible and celebrated. 

• Shaping behaviours: When attendees see peers choosing digital programmes over printed ones, or refilling bottles instead of buying plastic, they are more likely to follow. Visibility drives adoption. 

• Amplifying impact: A story shared on social media about trees planted or CO₂ offset can inspire not just attendees, but also the wider industry. The ripple effect is powerful.

Making Sustainability Part of the Event Lifecycle 

Marketing can weave sustainability into every stage of the event: 

• Before the event: Registration websites, emails, and social media can highlight sustainable travel options, promote digital materials, and set expectations early. 

• During the event: Live dashboards, digital signage, and app notifications make impact visible in real time. A screen that says “500 bottles saved today through refill stations” turns an abstract idea into a shared success. 

• After the event: Reports, infographics, and short videos showcase the legacy (CO₂ offset, water saved, trees planted), leaving a lasting impression and reinforcing credibility. 

Turning Department Efforts into Stories 

Every department contributes to sustainability, but without marketing, those efforts may stay invisible. Marketing can help transform raw actions into compelling stories: 

• Registration: Green choices (digital programmes, reusable bottles) become shareable success stories. 

• Venues & Hotels: Eco-practices like local catering or waste reduction are visual content that reinforces credibility. 

• Partners & Sponsors: Their contributions, such as donating to tree-planting projects, gain visibility and inspire others. 

• Program Coordinators: Sessions on green innovation become content to attract interest and showcase leadership. 

• Project Managers: Data on waste reduction or CO₂ offset turns into infographics and stories that resonate. 

A Concrete Example: The Kenes Forest 

A great example of sustainability storytelling in action is Kenes Forest, launched to celebrate Kenes Group’s 60th anniversary. In partnership with Treebytree, Kenes is restoring degraded landscapes in Tanzania, empowering local farmers, and supporting biodiversity. 

Through marketing and social media, this initiative is visible to clients, partners, and delegates: posts highlight the number of trees planted, CO₂ sequestered, and water retained. As of June 2025, 682 trees have been restored, sequestering over 14,700 kg of CO₂, retaining more than 1 million litres of water, and benefiting ten Tanzanian households. These numbers provide tangible evidence of impact, helping audiences connect with the initiative and inspiring others to get involved. 

The Multiplier Effect of Social Media 

Social media extends the sustainability conversation well beyond the event: 

• Awareness & Education: Posts highlighting sustainable practices help audiences understand the effort behind the scenes. 

• Engagement: Campaigns invite attendees to share their own eco-actions, fostering community. 

• Amplification: Recognizing partners and sponsors publicly strengthens collaboration and motivates others to step in. 

Why It Matters 

Promoting sustainability through marketing and social media builds trust and transparency with stakeholders, strengthens the brand as a responsible leader, attracts new partners, and, most importantly, inspires participants to adopt sustainable behaviours themselves. 

Sustainability is a story worth telling. When told well, it multiplies impact, turns small steps into collective achievements, and helps the events industry move towards a greener, more sustainable future. 

 

Article by Iva Popova, Marketing Communications Manager, Kenes Group 

To learn more, please contact: [email protected]

How Kenes Digital Education Is Transforming Professional Development

For decades, medical education revolved around annual congresses, printed abstracts, and sporadic webinars. Today, healthcare professionals expect something very different: continuous learning, on-demand access, interactive formats, and accredited education that fits seamlessly into their clinical routine. 

Kenes Digital Education, together with its flagship platform, UNLOK, is at the centre of this transformation. 

Built on the foundation of 60 years of Kenes Group leadership in scientific events, the Digital Education division is redefining how societies, industry partners, and clinicians access, share, and apply medical knowledge throughout the year. The result is a new educational ecosystem that is accessible, accredited, evidence-based, and shaped for the way healthcare professionals learn today. 

A Strategic Pillar of the Kenes Group Vision 

While Kenes Group is globally recognised for delivering world-class medical and scientific congresses, Kenes Digital Education extends this expertise far beyond the in-person meeting. 

Its mandate is clear: turn episodic congress experiences into continuous, year-round and free learning journeys. 

Digital education plays a vital role in the broader Kenes strategy by: 

• creating ongoing engagement before, during, and after congresses 

• supporting societies with branded academies, hubs, and portals 

• enabling long-term, year-round knowledge retention 

• expanding global reach beyond those who can attend in person 

• providing accredited education to tens of thousands of clinicians 

Through hubs like ATTD, WSPID, AD/PD, Autoimmunity, CaReMeLO, and more, Kenes Digital ensures that the scientific impact of each congress continues long after attendees return home. 

With digital academies, webinars, podcasts, and e-learning modules, Kenes Group can now offer its partners a 360-degree educational continuum, uniting live events with enduring online learning. 

 

What Kenes Digital Education Offers 

Kenes Digital’s portfolio spans a wide range of digital learning formats, each designed to meet different educational needs and learning styles: 

UNLOK – A Year-Round Learning Experience 

UNLOK is the heart of our digital education ecosystem:
a free, personalised, interactive learning platform offering: 

• accredited webinars 

• e-learning courses 

• microlearning 

• interactive case-based training 

• quizzes and knowledge checks 

• podcasts 

• infographics and factsheets 

Developed with leading societies and global experts, UNLOK provides medical professionals with evidence-based learning they can immediately apply in practice. 

 

Live Digital Events 

We deliver end-to-end management of: 

• webinars 

• journal clubs 

• roundtables 

• expert panels 

• hybrid sessions 

• research spotlights 

All live events can be repurposed as accredited, on-demand activities—extending their impact and reach. 

Podcasts 

Podcasting is rapidly becoming a preferred channel for medical learning.
Kenes Digital produces expert-led series covering cutting-edge topics in: 

• diabetes & technology (ATTD) 

• paediatric infectious diseases (WSPID) 

• neurodegeneration (AD/PD) 

• autoimmunity
  …and more. 

Many episodes are accredited, translated, and available on demand. 

What Makes UNLOK Different? 

In a sea of digital learning platforms, UNLOK stands apart for six key reasons: 

1. Scientific Excellence at Its Core–All content is developed with leading medical societies, global faculty, and experts ensuring absolute scientific credibility. 
2. Strict CME/CPD Accreditation & Independence–UNLOK activities follow EACCME and international CME standards ensuring transparency, independence, and high educational value. 
3. Deep Integration with Major Medical Congresses–UNLOK extends the scientific content of Kenes congresses into year-round learning hubs. 
4. Multidisciplinary Education Ecosystems–Dedicated hubs in autoimmunity, neurology, diabetes, microbiome, paediatrics and more support tailored learning. 
5. Highly Interactive Learning Formats–Beyond lectures learners engage in quizzes, cases, microlearning, podcasts, and scenario-based activities. 
6. Global Accessibility–UNLOK provides free access to high-quality education across more than 140 countries. 
7. Continuous Innovation–The team integrates the latest advancements such as AI, adaptive learning and gamification to enhance user experience. 

 

Global Collaboration with Experts and Institutions 

Kenes Digital Education works with: 

• international KOLs and subject-matter experts 

• global scientific societies 

• accreditation and CME authorities (including EACCME) 

• industry partners (under strict compliance rules) 

This network ensures scientific rigor, independence, and worldwide credibility. 

Ensuring Content Remains Relevant 

To maintain high educational impact, the team continuously: 

• conducts needs assessments 

• collaborates with global experts 

• aligns with CME accreditation requirements 

• monitors trends in clinician learning behaviour 

• integrates new technologies 

• attends medical L&D conferences 

• analyses platform data to refine future programs 

This ensures every course, module, or episode reflects current clinical evidence and real-world learner needs. 

Measuring Educational Impact 

Success is assessed through: 

• registrations and attendance 

• repeat visits and user retention 

• course completion rates (30–35%) 

• post-activity evaluations (average score 4.5–4.8/5) 

• pre/post testing for knowledge gain 

• podcast streams and downloads 

• webinar engagement 

• traffic to branded hubs 

• CME credits awarded 

Behind every number is a clinician who is more informed, confident, and equipped for patient care. 

Impact by the Numbers (2025) 

• 23,200+ UNLOK learners 

• Over 45 webinars across ATTD, AD/PD, Autoimmunity, WSPID, UNLOKall 

• Dozens of accredited digital courses released annually 

• ATTD portal users grew 325% between 2023–2025 

• Autoimmunity platform grew 210% 

• AD/PD platform grew 230% 

• WSPID content reached 144 countries 
• Podcasts with thousands of streams and global reach 

 

A Look Behind the Scenes:
A Conversation with Keren 

“No two days are ever the same.” 

Keren begins her mornings reviewing analytics – registrations, email performance, and user behaviour. Her day moves between strategy, content planning, speaker coordination, and cross-team collaboration. 

What’s most rewarding? 

“Seeing high engagement and completion rates, even when working with limited resources. When clinicians rely on our content, it proves the strategy works.” 

.

.
What’s most challenging? 

“Compliance. We work under strict rules, but I enjoy the challenge. It forces creativity and precision.” 

On staying ahead: 

“We attend industry events, follow leaders in digital learning, and continuously test new formats. We’re always learning ourselves.” 

The vision ahead: 

More AI-driven tools, new educational hubs, and potentially an UNLOK mobile app.
“The goal is to make learning even more accessible and more personalised.” 

The Future: Continuous, Global, Data-Driven Medical Learning 

The transformation is already underway. With UNLOK and the wider Kenes Digital ecosystem, medical professionals around the world have access to a comprehensive, accredited and free year-round learning environment. 

For societies, it means global reach and stronger member engagement.
For industry, it means ethical education aligned with medical needs.
For healthcare professionals, it means better skills, better decisions, and better patient outcomes. 

And for Kenes Group, it represents a natural evolution:
from organising scientific meetings to empowering knowledge that extends far beyond the congress hall.

 

Start your learning journey: http://unlok-education.com/

Follow UNLOK on LinkedIn: https://www.linkedin.com/company/unlokall/

Objectives and Goals

As the World Small Animal Veterinary Association (WSAVA) prepared to celebrate its 50th World Congress in Rio de Janeiro in September 2025, both WSAVA leadership and Kenes Group saw this milestone as more than an opportunity for scientific exchange. It was a chance to demonstrate the veterinary community’s deep connection to the health of animals, humans, and the planet. While WSAVA had previously taken steps toward more responsible event practices, this was the first time the congress underwent a comprehensive sustainability and impact assessment. 

The initiative was guided by four primary objectives. First, sustainability had to be embedded across the entire event: education, operations, exhibition, and catering. Second, WSAVA committed to measuring its full carbon footprint for the first time, creating a benchmark for all future congresses. Third, the event aimed to align meaningfully with the UN Sustainable Development Goals. Finally, the congress sought to inspire delegates, exhibitors, partners, and suppliers to adopt sustainable habits that would extend beyond the event. 

For Kenes and WSAVA, this project reflected shared values. With over five thousand participants expected from nearly one hundred countries, the congress represented a powerful platform to influence behaviour and spark industry-wide change. Success was defined not only by measurable environmental indicators such as emissions, waste, and energy use, but also by the impact of visible, relatable initiatives and the publication of the first WSAVA Congress sustainability report. The goal was to ensure that participants left Rio with new knowledge and a renewed commitment to sustainability. 

Challenges and Problems

The scale and global reach of WSAVA 2025 made the sustainability mission both urgent and complex. Air travel emerged immediately as the dominant challenge. With 5,245 participants arriving from around the world, flights were projected to account for nearly ninety-five percent of total emissions. This significant impact was largely outside the organisers’ control, making it the most difficult sustainability issue to tackle. 

Measuring the congress’s carbon footprint for the first time also posed challenges. Collecting Scope 1, 2, and 3 data required collaboration with delegates, hotels, suppliers, the venue, and exhibitors, many of whom had never been asked to provide this information before. Ensuring accuracy and consistency in reporting was a learning process shared by all stakeholders. 

Waste management flagged another concern. Initial estimates showed WSAVA Congress generated more waste per participant than comparable events – a finding that demanded transparency and a hard look at long-standing operational routines. Stakeholder engagement presented perhaps the most nuanced challenge. Exhibitors and suppliers were at vastly different stages of sustainability adoption. Encouraging practical changes, reduced printed materials, digital signage, and reusable booth components required persistent communication and a cultural shift.

The veterinary congress environment added a layer of complexity. Delegates traditionally expect conference bags filled with inserts, samples, and giveaways, many plastic-based. Sponsors come prepared to meet this expectation with high volumes of promotional materials and dedicated staff.

WSAVA responded with targeted outreach to exhibitors: reduce giveaway quantities and, where materials are necessary, prioritise recycled and recyclable options. Progress continues, but this marked an important first step in shifting expectations.

These challenges were identified early through open dialogue with partners, benchmarking against comparable events, analysis via the Trace platform, and alignment with the UN Sustainable Development Goals – transforming obstacles into a roadmap for measurable improvement.

Solutions and Approach

Rather than treating their challenges as roadblocks, WSAVA and Kenes saw them as an opportunity to reimagine what a sustainable congress could look like. Their strategy centered on three pillars: reducing environmental impact, strengthening social responsibility, and building a foundation of transparency and accountability. 

The environmental strategy began with measurement. For the first time, the congress committed to tracking its complete carbon footprint using the Trace platform, creating a data-driven baseline. This informed targeted interventions: awareness campaigns to help delegates understand their travel footprint, goals to promote direct flights and public transportation, and exploration of sustainable travel grants for future editions. 

The waste reduction strategy embraced a zero-waste mindset across all touchpoints. The plan eliminated single-use materials wherever possible, prioritised reusable and compostable alternatives, and designed catering around minimal waste: whole fruit instead of pre-cut portions, expanded plant-based menus, and integrated composting infrastructure. Even the congress mini-book was reimagined as an interactive element, with delegates invited to fold pages into origami as a creative prompt for reuse.

Social responsibility was woven into the strategic framework as an equal priority. WSAVA committed to improving accessibility through AI-powered session summaries, making scientific content available to broader audiences. A partnership with exhibitor VETNIL anchored a pet food drive supporting local communities. Well-being initiatives connected personal health with collective impact.

Underpinning all of this was a commitment to transparency. WSAVA pledged to document outcomes in an inaugural sustainability report, establishing accountability mechanisms that would guide continuous improvement for future congresses.

Through this integrated approach, WSAVA Congress 2025 positioned sustainability not as a single environmental goal, but as a holistic framework encompassing ecological stewardship, social inclusion, and community well-being.

Execution and Implementation

Turning strategy into reality required sustainability to be embedded into every operational layer of the congress. From the earliest planning stages, Kenes worked closely with the venue, caterers, suppliers, and exhibitors to implement low-impact solutions across all touchpoints.

The zero-waste strategy came to life through deliberate material choices. Carpets were eliminated from the exhibition hall. Cut flowers were replaced with rented plants that could be returned and reused. Composting and recycling stations were integrated directly into the venue layout, making sustainable disposal the default option rather than an afterthought.

Catering operations shifted to execute the plant-forward menu strategy, serving whole fruit to eliminate packaging waste and expanding vegetarian and vegan options. The mini-book’s origami activity transformed a passive printed program into an interactive engagement tool, reinforcing the reuse message in a tangible, memorable way.

One of the most significant operational shifts was the move to digital e-posters. The change required higher upfront investment in screens and digital infrastructure, but it eliminated thousands of printed posters and streamlined logistics. E-posters were simultaneously loaded into the event app, giving delegates on-demand access to scientific content before, during, and after the congress, turning a sustainability measure into an accessibility enhancement.

The social responsibility initiatives took concrete form through operational partnerships. Working with exhibitor VETNIL, the congress set up collection points that ultimately gathered over 7.5 tons of pet food for distribution to local communities. AI-powered summaries were integrated into the session delivery workflow, making scientific presentations more accessible in real time.

Well-being programming was executed through scheduled activities: a paid Zumba class (with fees channeled to Pro Salus – an international veterinary non-profit), a congress-wide step challenge tracked through the app, and designated family-friendly spaces throughout the venue.

Throughout the event, awareness messaging appeared in delegate welcome videos, app push notifications, the mini-book, and exhibitor briefings, ensuring participants understood not just what was happening, but why it mattered.

Behind the scenes, measurement tools maintained transparency and accountability. The Trace platform tracked emissions data in real time. Waste, energy, and accommodation data flowed through partnerships with hotels and suppliers. Engagement metrics, participation in well-being sessions, app-based challenge completions, and e-poster views revealed how sustainability initiatives resonated with attendees.

All findings were documented in the inaugural WSAVA Congress 2025 Sustainability Report, translating operational execution into transparent, shareable outcomes that would inform future improvements.

Outcomes and Results

WSAVA Congress 2025 achieved several milestone accomplishments. The congress measured its full carbon footprint for the first time, establishing a comprehensive baseline of 5,173.64 tCO₂e. Benchmarks were created for waste, energy, and emissions per participant, providing critical data to guide future sustainability efforts and long-term improvement. 

Operational sustainability measures were successfully implemented across the event, including a no-carpet exhibition hall, an expanded composting program, rented greenery, reduced printed materials, whole-fruit catering, and a noticeable reduction in single-use plastics. Social impact was equally embedded in the congress experience, gender equality achieved among speakers, accessible content formats introduced, and dedicated family-friendly facilities that supported inclusivity and well-being. 

Sustainability and well-being were fully integrated into both the program content and delegate engagement. Participants actively took part in initiatives such as the step-count competition, Zumba classes, and the origami reuse activity, reinforcing the connection between environmental responsibility, personal health, and behavioural change. These activities demonstrated that sustainability was not an add-on, but a lived experience throughout the congress. 

Overall, the initiative met and exceeded its original objectives by aligning closely with the UN Sustainable Development Goals, raising awareness across all stakeholder groups, establishing clear reduction strategies, and delivering the first Sustainability Report for a WSAVA Congress. 

The WSAVA 2025 World Congress shows that meaningful sustainability in events is achievable when organisations embrace innovation, transparency, and collaboration.  

 

Conclusion

The WSAVA 2025 World Congress proves that meaningful sustainability in events is entirely achievable. The project demonstrated that progress does not require perfection; small steps significantly reduce environmental impact. 

Data proved essential, providing the foundation for long-term improvement. At the same time, WSAVA Congress broadened the definition of sustainability to include inclusivity, social responsibility, and community well-being. Engaging delegates through interactive and accessible initiatives made sustainability both memorable and actionable. 

This case study illustrates how a global veterinary event can become a catalyst for environmental stewardship, responsible practices, and shared values. WSAVA and Kenes have set a new benchmark for future congresses and created a model that can be replicated across the industry. 

Social Links

WSAVA website: https://wsava.org/

WSAVA congress: https://wsava-congress.org/

LinkedIn: https://www.linkedin.com/company/world-small-animal-veterinary-association/

Instagram: https://www.instagram.com/wsava_vets/

Facebook: https://www.facebook.com/WSAVA/

Vienna, Austria – November 2025 – ESID EHA SIOPE Focused Symposium 2025 Sets a New Benchmark for Multidisciplinary Collaboration in Immunology, Haematology and Paediatric Oncology

A new chapter in multidisciplinary medical collaboration was started as the ESID EHA SIOPE Focused Symposium 2025 concluded in Vienna. It brought together three major European societies – The European Society for Immunodeficiencies (ESID), The European Hematology Association (EHA), and The European Society for Paediatric Oncology (SIOPE) – to address the rapidly evolving intersection of immunodeficiencies, haematology, and paediatric oncology. 

Held on 18-20 November, the meeting united 800 participants and delivered what many attendees described as “the cross-disciplinary meeting we have needed for years.” 

The community breakdown underscored the event’s intentional diversity: 40% immunologists, 20% paediatric haematology-oncologists, 15% haematologists, 10% paediatricians, and a wide range of other specialists whose work overlaps with the complex reality of immune-related haematological disease. 

 

A Meeting That Lived the Collaboration It Advocated 

The symposium was born from a shared recognition by ESID, EHA, and SIOPE that modern patient care, particularly in rare diseases with immunodeficiencies and haematologic or oncologic manifestations, no longer sits neatly within traditional speciality boundaries. 

Rather than simply calling for collaboration, the organising societies structured the meeting to live it: integrated sessions, cross-speciality case discussions, panel debates, and an educational day designed around real-world diagnostic and management challenges. 

And the approach resonated. Discussions were described as energising and impactful, with clinicians highlighting how new shared understanding will translate into better diagnostic precision and multidisciplinary patient management.  

Participants said about the meeting: 

“Combining immunology and haematology helps us decode complex cases and guide families toward the right diagnosis sooner.” 

“I’m excited to bring this new knowledge back to my clinical practice, especially in recognising nuances that may point toward inborn errors of immunity.” 

A recurring theme was the value of recognising immune dysregulation earlier, particularly in presentations that traditionally fall under haematology or oncology. 

 

Societies Signal Towards Future Collaboration 

All three organising societies echoed the sense that the meeting achieved what it set out to do and more. 

ESID 

“It’s special when a focused meeting fulfils its aims extremely well. This was a truly cross-disciplinary event where we could learn from one another, network, and build those collaborations that are usually only found inside one’s speciality. It was exactly the type of meeting that benefits patients.” 

SIOPE 

“This symposium has shown how powerful collaboration can be in paediatric care. By bringing together our different specialties, we can reach a more complete diagnosis faster and improve the long-term outcomes for children with rare diseases. It’s an exciting step toward a brighter future for these patients.” 

EHA 

“We look forward to exploring whether we can repeat this experience in the future and transform the meeting into a platform of collaboration between the three societies and the different specialists working in the field, including all others engaged in ‘the interplay’.” 

 

Kenes Group: From Vision to Execution 

Behind the scenes, the collaboration was supported by Kenes Group, the professional congress organiser that helped shape the symposium. 

Ira Hajdamacha, Director Client Accounts at Kenes, highlighted the strength of the partnership: 

“It has been a pleasure to turn ESID’s vision, shared wholeheartedly by EHA and SIOPE, into reality. Through close partnership, we created a scientific environment where the societies could focus on the science and patients, while we focused on enabling it.” 

 

Momentum Already Building for a 2027 Edition? 

Even before the meeting closed, conversations were bubbling with anticipation for a follow-up, noting that the progress made in Vienna is only the beginning of what this collaboration can achieve. For many, Vienna 2025 wasn’t simply another conference; it was the foundation of a movement toward integrated thinking and shared practice in caring for some of their most complex patients.

 

For more information visit https://interplay.kenes.com/

Picture this: A delegate from India pauses at the interactive wall in Lisbon, adding her message to the hundreds already written. A few steps away, a paediatrician from Turkey takes a photo at the postcard style backdrop for Athens, smiling as colleagues cheer her on. And in living rooms, offices, and hospital break rooms around the world, thousands of virtual participants follow the sessions with the same sense of curiosity and shared purpose that filled the halls on site. 

This was EAPS 2025. Not just another medical congress, but a moment when the global paediatric community reconnected with the passion that brought them into this field. 

The Bold Leap That Paid Off

When Kenes Group decided to shift the EAPS meeting from a biannual to an annual gathering, sceptics wondered: Would the community show up? Would the energy sustain? 

Lisbon answered with a resounding yes. 

EAPS embraced a hybrid format that created a genuine year-round platform where speciality societies and experts could collaborate beyond borders and time zones. The numbers tell part of the story: 96.63% of delegates plan to return. But the real story is in what they said: energising, inclusive, innovative. 

“EAPS 2025 stood out due to its successful launch as an annual hybrid event, which significantly expanded global accessibility,” said Violina Kodeva, Senior Account Manager at Kenes Group. “We seamlessly integrated cutting-edge technical innovations (like AI-powered tools) with highly engaging formats, resulting in a dynamic atmosphere that delegates repeatedly described as “fun” and “engaging”, clearly differentiating it from past editions. 

Where Science Meets the Human Story 

Months before anyone set foot in Lisbon, the story was already unfolding. The “Pathways in Paediatrics” podcast offered AI-narrated glimpses into the congress themes, while expert interviews revealed the faces and voices behind breakthrough research – the late nights, the eureka moments, the children whose lives changed the trajectory of entire careers. 

“One of the key goals was to make EAPS 2025 as accessible and valuable as possible, “ said Yuliana Angelova-Kazankina, Marketing Manager. “By transitioning to an annual event with the option to participate either in person or remotely, we’ve made it easier for attendees to stay up to date with the latest advancements and continue expanding their skill sets, regardless of their location and budget.” 

Then came The EAPS Pulse, an interactive wall that began quietly and ended as a vibrant collage of voices, languages and shared purpose. Delegates wrote greetings to the community in their native languages, reflected on what inspired them during the congress, and shared their hopes for the future of paediatrics. It became a living conversation, heartfelt and spontaneous, capturing the spirit of connection that defined EAPS 2025. 

“A special, positive mark was the visible surge of community spirit demonstrated by the overflowing and highly popular EAPS Pulse interactive board, affirming the deep human connection at the event’s core.“ said Violina.  

Yuliana added: “The EAPS Pulse quickly filled up with thoughtful, heartfelt entries (even overflowing beyond the pre-defined input areas) and became a vibrant display of community spirit. It also turned into a hugely popular photo spot, creating both a digital and physical moment of connection.” 

When Everything Just Works 

Behind every inspiring moment stood Polina Zdravkova and her operations team, ensuring that “seamless” wasn’t just marketing talk. 

“Our main priorities were ensuring smooth on-site operations, clear navigation for delegates, and efficient coordination between sessions, exhibitors, and catering. We aimed to create a comfortable, well-organized experience for everyone involved,” said Polina, Senior Project Manager. “The Lisbon Congress Centre was an excellent venue – spacious, easy to navigate, and with all key areas located on the same floor. The venue staff were extremely professional, helpful, and proactive, which made a big difference. The event ran on time and within budget, and the positive feedback from delegates was the best reward. “ 

Delegates noticed. They praised Lisbon’s warm hospitality, effortless logistics, and that natural ease with which the agenda created space for real connection. With multiple touchpoints built into each day for sharing ideas, meeting peers and engaging with speakers, the congress felt less like a schedule to follow and more like a community coming to life. 

A Conversation That Circled the Globe 

While 21.4 million potential impressions on social media sound impressive, what matters more is what those millions were saying. 

“EAPS 2025 became a global conversation on child health,” said Social Media Managers Stela Atanasova and Tsvetelina Vasileva. LinkedIn engagement hit 23.9%, but it was the Instagram reels capturing spontaneous laughter, animated discussions, and speakers passionately presenting breakthrough treatment protocols, that truly captured the congress spirit. 

Opening day broke records. Comments poured in from Sri Lanka, France, New Zealand, Kenya, and beyond. And here’s the remarkable part: 85% of the sentiment was positive – a sign of genuine excitement, pride, and belonging. 

“EAPS 2025 was a celebration of connection, discovery, and progress in paediatric science,” they added. “From the moment the first keynote sparked global conversations online, the energy of the event came alive across social media, uniting professionals, researchers, and advocates beyond the walls of the venue.” 

Athens Is Already Calling 

As EAPS 2025 came to a close, many delegates paused at the postcard-themed photo wall, a simple reminder that the next edition is already taking shape in Athens. The enthusiasm for 2026 was clear both on-site and online, with participants expressing a renewed sense of belonging to a community that continues to grow more connected and more inclusive each year. 

EAPS 2025 showed that a scientific congress can be both rigorous and warm. It proved that meaningful learning can sit comfortably alongside creativity, and that a hybrid format can strengthen participation without losing the human element that makes this community special. 

Looking ahead to Athens, the focus remains unchanged. The goal is to create a space where paediatric professionals learn from one another, exchange ideas, and advance the field together. The tools may evolve, and the programme may expand, but the purpose stays constant: supporting those who dedicate their lives to improving child health.

Would you like to learn more about EAPS 2025? Please contact:

Violina Kodeva
Senior Account Manager

[email protected]

Visit: https://eaps2025.kenes.com/ 

A marketing manager opens her campaign dashboard Monday morning and finds AI-generated insights waiting: which email subject lines drove registrations, which audience segments are engaging but not converting, and where to reallocate ad spend. Across town, another marketer uses AI to draft social posts and session summaries in minutes rather than hours. A third team analyses years of registration data in real time, identifying exactly when different attendee segments register and what content resonates most. Across the globe, a conference attendee listens to an AI-powered podcast that previews the day’s most important themes and adapts to the topics he follows most closely. 

This is event marketing in 2025. AI has moved beyond automating a few emails to fundamentally reshaping how marketing teams strategise, create, analyse, and engage audiences. For organisations still relying on manual processes and instinct, the gap is widening fast. 

Where AI Transforms Marketing Team Performance 

Through implementing AI across major international congresses, we’ve identified five areas where the technology delivers immediate, measurable impact for marketing teams. 

AI-Powered Session Summaries: Content That Keeps Working 

One of marketing’s biggest challenges is extending content value beyond the event itself. AI-generated session summaries solve this elegantly. Within minutes of a presentation ending, attendees receive clear, accurate summaries they can share with colleagues. For marketing teams, this creates multiple opportunities: post-event engagement campaigns, content for social media and newsletters, and valuable materials that keep attendees connected to your brand long after the congress ends. 

These summaries are strategic marketing assets that demonstrate value to potential future attendees, provide concrete examples of congress quality, and create ongoing touchpoints with your audience throughout the year. 

AI Podcasts: Expanding Content Reach 

AI-powered podcasts transform how marketing teams extend event reach and engagement. Before the event, AI can generate preview episodes highlighting key themes and featured speakers. During the event, teams can produce daily recap podcasts that help remote audiences stay connected. After the event has ended, content can be repurposed into podcast series that maintain engagement and attract new audiences. 

The production speed is game-changing. What once required recording studios, editing time, and significant production budgets now happens in hours with minimal resources. Marketing teams can experiment with different formats, topics, and audience segments without major financial risk, discovering what resonates.  

Accelerating Content Creation and Website Management 

Event marketing involves relentless content demands: emails, social posts, landing pages, blog articles, speaker announcements, program descriptions, and more. AI has become essential for managing this volume.

AI assists marketing teams by generating first drafts that humans refine with strategic messaging and brand voice. A social media series that took two hours now takes thirty minutes. Landing page copy that required a full morning gets drafted in minutes. Website content updates that once bottlenecked on a single copywriter now move at the speed of the marketing calendar. 

For website management specifically, AI helps teams build and maintain event sites with greater speed and consistency. It accelerates page creation, improves content structure, suggests clearer wording, and helps organise complex information.  

Critically, AI supports rather than replaces marketing expertise. Teams still own strategy, brand positioning, and final decisions. AI simply removes the friction of blank pages and repetitive drafting work. 

Data Analysis: From Reactive to Proactive Marketing

Traditional marketing analysis meant manually reviewing spreadsheets weeks after campaigns concluded, trying to piece together what worked. AI-powered analytics change this entirely. 

Modern AI platforms integrate data from registration systems, email platforms, website behaviour, and social media, then surface actionable insights in real time. Marketing teams instantly see which messages drive actual conversions, which audience segments need different approaches, when specific groups typically register, and where budget reallocation could improve ROI. 

The impact extends beyond speed. AI reveals patterns human analysts simply can’t process at scale, like subtle correlations between touchpoints, optimal email timing by audience segment, and content topics that predict registration likelihood. Teams move from educated guesses to data-driven decisions, adjusting campaigns while they’re running rather than learning lessons for next year. 

Content Personalisation: Reaching the Right Audience 

Generic mass communications no longer drive meaningful engagement. AI enables sophisticated personalisation based on behavioural patterns, past attendance, content preferences, and professional roles that would be impossible to track manually. 

You can now create campaigns where different audience segments receive fundamentally different messaging, timing, and content. A first-time attendee receives an entirely different email sequence than a returning delegate. An academic researcher sees different programming highlights than an industry professional. Website content adapts based on user behaviour, showing relevant sessions and topics automatically. 

AI makes it accessible to teams of any size, dramatically improving conversion rates and attendee satisfaction. 

Building Your Approach 

Start with one or two clear marketing pain points. Test AI tools that address those specific challenges. Gather team feedback, measure real impact on efficiency and results, then scale gradually. 

• Don’t chase every new AI tool.  

• Focus on solving actual problems.  

• Train your team properly.  

• Maintain human oversight on strategy, brand voice, and creative direction.  

• Iterate constantly. No AI implementation works perfectly immediately. 

Most importantly, remember that AI amplifies marketing judgment rather than replacing it. The technology handles repetitive tasks, data processing, and first drafts. Humans provide strategic thinking, creative direction, and the understanding of audience needs that no algorithm can replicate. 

Looking Ahead 

AI-ready event marketing creates teams that are more strategic, more data-driven, and more creatively productive. Marketing professionals spend less time on repetitive tasks and more time on high-value strategy and campaigns that genuinely engage audiences.

But these advances only create value for organisations that build the foundation: integrated data systems, workflows designed for human-AI collaboration, and leadership that embraces experimentation while maintaining focus on measurable outcomes. 

The technology exists today. The competitive advantage goes to organisations willing to invest in infrastructure, commit to change, and maintain focus on marketing excellence rather than technological novelty. 

The question isn’t whether AI will reshape event marketing. It’s whether your team will lead or follow.