To meet these challenges, MCI, supporting of the various specialist committees, helped develop a comprehensive strategy that blended traditional and digital engagement, immersive learning experiences and pioneering initiatives.
A dynamic scientific programme was designed, featuring main symposia, instructional courses, hands-on wet and dry labs, video sessions and oral presentations. The "ESCRS Tablao”, inspired by traditional Spanish performance spaces, provided a platform for interactive debates and live surgical demonstrations, stimulating engagement among the attendees.
A significant highlight of the congress was the 75th anniversary of Sir Harold Ridley’s pioneering intraocular lens (IOL) implantation. This was commemorated through the “timeline museum”, an immersive exhibition designed, curated and built by MCI, which traced the evolution of IOLs.
The congress also featured the Building Our Sustainable Society (BoSS) programme, a strategic initiative focused on diversity and inclusion. BoSS sessions addressed key issues such as gender equity in ophthalmology, career advancement for underrepresented groups and the importance of mentorship and allyship, reinforcing ESCRS’s commitment to fostering an inclusive professional environment.
ESCRS 2024 was designed to facilitate high levels of interaction, ensuring attendees had access to hands-on learning experiences. The Surgical Skills Labs (80 wet labs and 16 dry labs) provided hyper-personalised training sessions, equipping emerging ophthalmologists with the latest surgical skills under expert guidance. The state-of-the-art surgical training lab featured structured curricula developed in partnership with leading manufacturers, further elevating the educational value of the event.
To enhance accessibility and reach a global audience, a robust digital strategy was incorporated. Key sessions were live-streamed and on-demand content was made available the following day. The congress app enabled attendees to personalise their schedules and network with peers, ensuring a seamless experience.
MCI’s digital campaign delivered more than six million ad impressions, resulting in a 52% share of total congress traffic, a 59,000 increase in social media followers, and 25,000 onsite engagements.
Interactive elements, such as an escape room challenge and a sustainability initiative where attendees cycled to measure the energy impact of medical waste, reinforced engagement beyond traditional formats. Recognising the diverse needs of attendees, a dedicated children’s crèche was introduced to support professionals balancing career and family responsibilities.
