Beyond the booth: Turning MedTech conferences into strategic intelligence
By Sabera Hyderally, Head of US MedTech
It already feels like we’re flying through 2026, and the next wave of major MedTech conferences is coming into view fast. Calendars are filling, budgets are being committed, and plans are taking shape. The question is no longer whether to attend, but whether your conference research strategy is truly ready?
I’m hearing a similar theme in conversations with MedTech teams: “We know conferences matter, but we’re not always sure what we’re really learning from them.” That uncertainty is telling, especially given the level of investment these events require.
Innovation across MedTech continues at pace. Digital health integration, real-world evidence, artificial intelligence and value-based care models are reshaping how manufacturers operate and compete. In this environment, conferences remain critical moments for engagement and visibility, but they also offer something more valuable: a live, real-world view of how the market is thinking and responding.
Despite this, conference success is still often judged by surface level indicators such as footfall or leads captured. While useful, these measures only tell part of the story. In a data-driven industry, organisations need deeper insight into perception, influence, and intent. That is where conference research comes in.
Conference research as a strategic advantage
Today’s MedTech conferences function as dynamic ecosystems. Clinical needs, purchasing pressures, competitive positioning, and innovation signals all surface in real time, often in ways that cannot be replicated elsewhere.
A well designed research approach allows organisations to capture this intelligence as it happens. It helps teams understand what truly resonated, where perceptions shifted, and how their presence compared with competitors in a meaningful, in context setting.
Conference research can uncover how stakeholder priorities are evolving, flag early signals around emerging technologies, and bring clarity to adoption barriers. It also enables a more robust view of brand and product perception before and after engagement, offering a clearer picture of conference impact beyond traditional lead metrics.
Most importantly, it connects conference activity to strategic outcomes, supporting smarter decisions long after the event has ended.
Turning insight into impact
With extensive experience across the US and EU MedTech markets, Purdie Pascoe partners with MedTech organisations to design conference research strategies that are practical and insight-led. The focus isn’t simply on collecting data, but on turning insight into intelligence that genuinely informs commercial, marketing, and strategic direction.
As the 2026 conference calendar accelerates, now is the time to consider how you are approaching research at your upcoming events. Are you set up to capture real insight, or just activity?
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If you’re planning your next conference and want to ensure it delivers lasting value, we’d love to have a conversation.