In the world of meeting planning, the only constant is change, and that’s particularly evident when it comes to food and beverage meal caps when working with healthcare providers (HCPs).

Below, we’re going to examine some highlights about HCP meal caps, including how you can navigate them to get the best bang for your buck yet meet the needs of your audience of HCPs.

What are food and beverage meal caps?

Food and beverage caps ensure that food provided at life sciences events is both “modest” and “reasonable,” and in line with local costs. These caps differ from country to country, with countries such as the United States offering a much higher meal cap than countries such as France.

In theory, these meal caps should be updated in line with the economic situation, such as inflation and food and beverage costs but in many cases, the meal cap stays the same for many years, putting increased pressure on event planners who need to find food offerings below the cap.

Why do they exist?

The life sciences industry, unsurprisingly, is very highly regulated. Many of the decisions HCPs make are literally life-changing for patients, so everyone needs to be sure that every decision they make is made without bias and isn’t a result of bribery.

In 2013, the Sunshine/Open Payments Act came into effect, promising more transparency and visibility of the financial relationships between HCPs and pharmaceutical manufacturers, with spending on food and beverage at life sciences events an important piece of the puzzle. Caps on food and beverage offerings at these events help ensure that HCPs get the most out of the event without running the risk of swaying opinions or decisions with extra fancy gourmet dining options or free-flowing champagne.

These meal caps ensure that reasonable limits apply to the food and drinks offered to HCPs at events and meetings, so no one vendor can go above and beyond with their hospitality offering – the “transfer of value” remains consistent. It helps keep the focus on the purpose of the event and any presentations or discussions taking place, not on a mountain of delicious food.

The latest developments in meal caps

Post-pandemic, much of the world has faced a cost-of-living crisis – especially where food and drink is concerned. Skyrocketing energy costs and gas costs have pushed up the price of everything from farming to food transportation. The rise in food prices has impacted event professionals – especially those working within strict budgets, such as those organizing events for HCPs. This adds extra pressure to already tight food and beverage budgets, with both event organizers and venues getting creative in order to adhere to the caps.

Our experience shows that several pharmaceutical companies have recently increased their HCP meal caps in the US to account for higher food prices. This eases the pressure on event organizers a little, as it gives them more wiggle room when it comes to planning the food and beverage offering for an HCP event. Realistically, you won’t be switching from a buffet to a banquet, but these increases at least mean you’re getting as much for your money as you would pre-pandemic.

Meal caps for patients

Meal caps also apply to patients, who often attend HCP events as patient advocates or to offer feedback. This meal cap will be the same as for HCPs – that way, the heavily regulated life sciences industry can ensure that there is no patient bribery taking place at these events.

Patients may attend for the entire event or for a specific section – for instance as part of a patient committee, on a panel, or to offer valuable feedback on everything from drug side effects to the marketing of a new treatment. In terms of the food and beverage budget, patients must be treated the same as HCPs, making it easier for event organizers to standardize the menu across all attendees.

Meal caps for internal employees

You guessed it – the meal cap also applies to internal employees. The only difference is that some companies may have a slightly lower cap for internal employees to keep costs down, but broadly, it will be the same as for HCPs and patients. Employees may attend these events to listen in on patient feedback or to get involved in the discussions live in the room.

One thing to consider is that some countries require a ratio for employees vs HCPs vs patient attendees at these events to reduce potential bias. For example, in the UK, there must be at least three HCPs in attendance for every one internal employee, whereas in the US there is a 1:1 ratio. As the meal cap is similar for all groups, this shouldn’t impact the food and beverage budget, but it’s an important consideration for HCP events.

How to manage HCP meal caps for international groups?

If all of your attendees come from a single country, such as the US, it’s relatively simple to understand the per-head cost of your catering provision. The meeting organizer can simply refer to the meal cap for the US and apply this across the board.

However, what if your attendees comprise US and non-US attendees? When this is the case, 52% of meeting organizers choose to apply the most restrictive meal cap to all attendees, ensuring everyone is treated the same and making it easier to provide the same food and beverage to all participants.

An alternative option could be to apply the meal cap of each attendee’s home country to individuals. As an example, US attendees would receive a higher meal cap than French attendees, who may only have a €15 meal cap for breakfast and lunch. However, while HCPs will be very familiar with the concept of meal caps, most organizers prefer to avoid providing two tiers of catering for different attendees – after all, nobody wants to make a portion of their audience feel left out of the best hospitality.

Meal caps: plated or buffet?

A straightforward way to deliver the same catering experience to all attendees is to opt for buffet dining instead of a plated meal. The discrepancy between meal caps will be much more evident between plated meals, whereas buffets allow meeting organizers to provide the same standard of food and beverages to everyone (and is almost always a more economical option). The aim of food and beverage at pharmaceutical events is to “satisfy” attendees, not “surprise or delight” them, so a buffet will tick the boxes in virtually every situation.

All HCPs will be very aware of the meal cap, so nobody will be expecting a five-course banquet. Buffets can be used for any meal, though most countries offer a higher meal cap for dinner, so if you want to offer a plated meal, this may be the time to do it. A set menu can also help the venue (and event organizer) keep costs down, rather than a full à la carte offering.

Many hotel groups will be used to hosting events for HCPs, so they can work with you to create a menu that fits within your meal cap budget. However, as the cost of living increases, be aware that you may get less for your money than you’re used to, as meal caps aren’t increasing in line with inflation, food, energy, and labor costs.

How to avoid fines

Pharmaceutical companies found to be exceeding the meal caps set for their attendees can be subject to fines, which can inflict reputational damage on highly regulated life science companies.

Each pharmaceutical company has its own meal caps, which may be even stricter than those imposed at the country level, so anyone organizing an event for HCPs must check and re-check the documentation given to them by the attending companies. They must ensure that they comply with all the relevant meal caps. Sometimes, it may work out in your favor – for instance, Belgium increased its meal caps on January 1, 2023, giving event organizers more budget to play with.

In particular, be sure to check the attendees every time a new batch of invitations is sent, and cross-reference them against your documentation to stay on top of the various meal caps. If they change halfway through the planning phase and there’s still time for you to adapt to the new cap, you will be expected to do so, so it pays to stay up to date with the latest documentation.

Healthcare congresses offer several important constituents the opportunity to educate, network, and explore the latest efficacy and safety on your drug. It also provides the opportunity to show the latest innovations and ground-breaking treatment options to thousands of healthcare providers (HCPs), medical professionals, and industry experts within just a few critical days. If you get it right, the ROI can position you as a market leader.

With many organizations vying for quality interaction from the same attendees, the mere presence of a well-positioned booth doesn’t always meet your objectives. Take advantage of the most innovative enhancements to maximize audience engagement and ensure attendees leave knowing your latest data and the next phases of your drug journey.

With that in mind, let’s explore five of the best engagement ideas for your next congress.

 1. Key messaging kiosks

Not every HCP who walks past will be ready to engage immediately in a conversation. Strategically placed key-messaging kiosks enable attendees to receive your message with little or no interaction. Give them the space to educate themselves.

These kiosks can be placed around your booth to draw in attendees with visual and sometimes interactive solutions. Experiential technology can include screens displaying looping product videos or a “sizzle reel” with your key messages. For instance, you might include your most important data points, patient testimonials, and short demo clips. On a busy congress floor, these will likely need to be easily understood without audio, so work with your media producer to create a video that utilizes subtitles or closed captions to ensure it makes sense to people passing your booth.

2. Tablets for Deeper-Dive Exploration

Tablets, such as iPads, are a popular choice at congresses, and with good reason. Setting up a bench of iPads at your booth allows people to get a deeper insight into your products. These tablets might include information on clinical trials, research, patient feedback, and/or how the product works.

Creating an event app is the best way to make the most of your congress iPads, as you can design it to match your branding and customize the content to include everything you want to communicate. This is especially useful if you’re promoting multiple messages, as you can provide easy access to data, videos, and papers without taking up too much desk space. Attendees can also airdrop permitted compliant information directly to their own devices.

Finally, ensure you have a visually appealing, branded screensaver and wallpaper on the iPads, which will entice them and encourages them to explore.

3. Airdropping Your Abstracts

Most pharmaceutical organizations have text-heavy poster studies at congresses offering a comprehensive overview of each product and its most recent data. While you could consider printing your abstracts for your next congress, busy HCPs are unlikely to take and read them, and it’s not the most sustainable approach.

Enter Airdropping your abstracts. Sending through an airdrop can quickly get your abstract into the hands of your HCPs. You can deliver your research in a matter of seconds, and the HCP can take it with them.

4. Virtual reality

Some therapeutic solutions must be viewed to be fully understood and can be challenging to bring to a busy congress floor. Virtual reality (VR) headsets are great for offering an immersive product experience.

Consider a “patient perspective” and their interaction with a doctor in an actual medical environment. Another option may be to show some approved VR footage of the research or packaging facility providing a “behind-the-scenes” look at your product development and manufacturing.

As an added benefit, these VR experiences can be reused across your in-person, hybrid, and virtual events, making them a powerful addition to your brand.

5. Bluetooth Headsets for Demos

If you’re hosting demos at your booth, consider providing Bluetooth headsets to deliver your message.  Historically, Congress venues are very loud, making it difficult to showcase the presenter during an on-floor demo.

Your presenter can use a microphone connected to Bluetooth headsets worn by the audience directly to hear what the presenter is saying. If this sounds complicated or intimidating, don’t panic! Working with a healthcare event agency means you have access to a team of AV specialists who can do all the setup for you.

For Q&A, you can have a Booth Ambassador (AV Assistant) on hand throughout the congress with a microphone for the audience. If there are any audience questions during the demo, everyone can hear them through their headsets, so everyone is involved in the conversation.

Click here to download a guide with 11 Valuable Tips for Creating the Ultimate HCP Meeting Experience

These days, it can be challenging to plan a meeting for healthcare providers that is truly memorable. It can be challenging, but not impossible. By keeping these tips in mind along the way, you can keep your attendees engaged from start to finish and have them leaving feeling both educated and appreciated.

1. Clearly define your meeting goals and objectives
   It is important to plan a meeting with a purpose. Clearly defining your meeting goals and objectives from the get-go will keep everyone involved on track. AMI Tip: Send the meeting objectives and/or a pre-survey to the HCPs prior to the meeting to elicit feedback on areas they’d like to cover.
2. Determine who should attend
   Be sure you’re targeting the “right” HCPs, based on your meeting objectives and goals. AMI Tip: Seasoned HCPs are incredibly valuable, but consider inviting younger, “up-and-coming” HCPs, as well, so you have an array of fresh and interesting perspectives.
3. Choose the right venue/destination
   Select a centrally located venue for the HCPs attending so travel is as quick and efficient as possible. Be sure the venue offers meeting space that suits your needs. AMI Tip: For day meetings, consider an airport hotel where they never have to leave the terminal!
4. Be sensitive to an HCP’s time away from the office
   This is especially important when developing your agenda – not only for the HCPs but also for their patients. AMI Tip: A Friday evening reception followed by a Saturday meeting allows an HCP to miss minimal time away from the office and still have part of the weekend for him/herself.
5. Make the most of a PhRMA-compliant budget
   PhRMA-compliant budgets are restrictive and there’s always a strong focus on reportable spending. But, restrictive doesn’t mean impossible to work with. Be creative! AMI Tip: Don’t be afraid to ask the chef at the hotel or restaurant to offer creative options to fit your budget. Most welcome the challenge of providing creative food options.
6. Provide robust and relevant content
   In today’s fast-paced, data-driven environment, it’s important to deliver the most robust and relevant content possible. AMI Tip: Poll the audience often to gauge interest and level of knowledge, and share the feedback with the audience immediately. This will increase participation and HCP engagement.
7. Utilize innovative ways to get HCPs involved and keep them engaged
   There are new and exciting ways to keep HCPs engaged with cutting-edge technology (audio/visual, audience response, etc.). AMI Tip: Utilize audience response technologies either handheld or even in a mobile app to keep attendees engaged. Consider integrating questions/surveys and polling throughout the entire meeting.
8. Offer HCPs an opportunity to network and collaborate onsite
   HCPs appreciate having the opportunity to collaborate and network with their peers onsite. This is a major value-add to your meeting. AMI Tip: Receptions, meals, beaks, and breakout sessions are great ways to offer your HCPs a chance to network with their peers. Consider utilizing name tents at meals to encourage HCP’s to sit with different colleagues during social meals.
9. Survey HCPs for feedback on content and logistics
   Give the HCPs an opportunity to provide feedback on meeting logistics and content. Use this data to improve future meetings.    AMI Tip: Keep surveys as succinct as possible, and have them fill out and hand in when they pick up their Honoria (if applicable).
10. Process HCP Payments quickly and efficiently
    It’s professional and courteous to pay honoraria right away and process reimbursable expenses as quickly as possible. AMI Tip: Prep honoraria checks ahead of time so they’re ready to hand out or mail as soon as the meeting is over.
11. Say “Thank You!”
    Make sure the HCPs feel appreciated for participating. A simple hand-written “thank you” goes a long way and solidifies a positive relationship going forward. AMI Tip: Don’t let too much time lapse before you extend your thanks. Be prompt and sincere. A letter or handwritten thank you for accompanying the honoraria check works nicely.

Contact AMI today to find out how our experienced team of professionals can help you create the ultimate HCP meeting experience.