Raising the Bar in Ophthalmology | MCI Case Study
About the Event:
INCON Partner: MCI
Event: 42nd Congress of the European Society of Cataract and Refractive Surgeons (ESCRS)
Dates: 6–10 September 2024
Location: Barcelona, Spain
Event website: escrs.org/escrs-annual-events/42nd-congress-of-the-escrs
The 42nd ESCRS Congress marked a milestone in global ophthalmology, drawing more than 16,200 participants from 126 countries. Recognised as one of the world’s most influential events in its field, the congress served as a key platform for scientific exchange, skills development and future-focused dialogue. The event built on a long-standing partnership between ESCRS and MCI, delivering strategic alignment, innovation and operational excellence.
Background:
ESCRS aimed to further strengthen its role as a leader in ophthalmology by delivering a congress that would promote inclusivity, offer cutting-edge education and encourage active engagement across the global eye care community. This required new approaches to programme design, digital accessibility and experiential learning.
Challenges:
Attracting and engaging a large, diverse international audience
Integrating digital participation and extending the congress’s global reach
Enhancing educational value with hands-on experiences and interactive formats
Addressing diversity, equity and inclusion across the professional community
Solutions:
To meet these objectives, MCI worked closely with specialist committees to develop a comprehensive strategy combining traditional scientific content with dynamic engagement formats and a strong digital footprint.
Innovative Programme Design
The scientific programme featured symposia, instructional courses, video sessions, oral presentations and hands-on labs. Inspired by traditional Spanish performance spaces, the “ESCRS Tablao” introduced a new format for live surgical demonstrations and expert debates, encouraging interaction and discussion among delegates.
A major feature of the congress was the 75th anniversary of Sir Harold Ridley’s first intraocular lens (IOL) implantation. To commemorate the milestone, MCI designed and produced a “timeline museum” exhibition, tracing the evolution of IOLs through a curated and immersive experience.
Driving Inclusion and Learning
The Building Our Sustainable Society (BoSS) programme addressed key topics including gender equity, professional advancement and mentorship for underrepresented groups in ophthalmology. These sessions reinforced ESCRS’s commitment to building a more inclusive profession.
Surgical Skills Labs, including 80 wet labs and 16 dry labs, offered structured, small-group training developed in collaboration with leading manufacturers. These sessions provided emerging professionals with valuable hands-on learning opportunities guided by expert faculty.
To support work–life balance for attendees, a dedicated on-site crèche was introduced—enhancing accessibility for professionals managing both career and family responsibilities.
Digital Strategy and Audience Engagement
MCI implemented a robust digital campaign, delivering over six million ad impressions. This contributed to more than 63,000 website leads and accounted for 35% of total congress registrations. The congress app enabled personal scheduling, session planning and peer networking. Live streaming and on-demand content extended the congress’s global reach.
Interactive elements such as an escape room and a sustainability activation—where participants cycled to visualise the energy footprint of medical waste—added unexpected and memorable touchpoints for delegates.
Outcomes:
The 42nd ESCRS Congress delivered record-breaking results, reinforcing the organisation’s leadership within global ophthalmology.
Key Achievements:
16,200+ participants from 126 countries
36.5 CME credits awarded
337 free papers and 393 posters presented
63,000+ website leads and 25,000 onsite digital engagements
59,000 new social media followers
52% of total congress traffic generated by digital campaigns
Feedback:
“This achievement is the culmination of a year of hard work and dedication, and I sincerely appreciate the commitment and professionalism that went into executing such a complex event. The new initiatives exceeded all my expectations. A special recognition goes to Ollie for the IOL Experience, which became a true icon of this congress.”
— Filomena Ribeiro, ESCRS President
“Considering the number of participants and the scientific level, it makes it the most important scientific event in Europe and perhaps one of the most important in the world. I am proud to be part of this community.”
— Prof. Iwona Grabska-Liberek, MD, PhD
“I benefited so much from my conversations with experts and industry leaders. The mentoring sessions were especially valuable, and I would definitely like to repeat this experience at future meetings.”
— ESCRS 2024 Congress Attendee, Fellow in Cataract & Refractive, Glaucoma
ABOUT INCON EVENT ORGANISER
INCON Partner: MCI
HQ: Geneva, Switzreland
MCI is a global engagement and marketing agency that creates human-centric touchpoints that unleash the power of people to deliver innovation and growth. Firm believers in the power of building community since 1987, we are helping brands, associations and not-for-profit organisations solve their key people challenges through our core expertise