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08 Sep Beyond the Screen: Why In-Person Events Are Critical for Veterinary Associations

Posted at 19:00h in Association Management by
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Facing the pandemic’s challenges earlier this decade, VMAs and associations of all types became adept at offering education through avariety of hybrid and virtual formats. Now, with that period in the rear-view mirror, associations are once again increasingly returning to in-person events to maximize member value. Even as association membership numbers rebound, we face mounting pressure to stay relevant, demonstrate value to members, and cultivate deeper community engagement. In fact, the role of in-person events has never been more critical. Far from being optional, these events are now strategic necessities—powerful tools for strengthening relationships, sharing knowledge, and building organizational resilience.

While digital communication has expanded access and connectivity, it has also created a vacuum when it comes to genuine interaction. Our members crave more meaningful engagement, both with their peers and with the organizations they support. In-person events provide an essential human element that no virtual meeting, webinar, or newsletter can replicate.

Recent research from Northwestern University suggests that in-person conferences, especially those offering scientific content, build community and spark new ideas and collaborations. The in-person veterinary medicine educational experience offers:

  • Hands-on, practical learning that cannot be done virtually;
  • Networking and community building with peers and industry leaders;
  • The opportunity to physically interact with new technologies and products in the exhibit hall; and
  • The social and inspirational aspects of a shared, in-person experience.

A 2025 National Press Club article finds that there is no other medium that expresses the nuances of communication better than face-to-face interactions. Body language is a huge factor in communication. Postures, gestures, facial expressions, and eye movements are best translated live.

Also, we know that many people attend events not just for the content, but for the opportunity to meet and interact with other attendees and speakers with similar interests. The human factor and relationship building experience are top reasons people attend events.

Not surprising, the 2025 Association Benchmarking Report issued by Naylor Association Solutions ranks traditional conferences, trade shows, and face-to-face events as the top member engagement channels.

VMAE’s experience supports this conclusion as well. Our members consistently tell us they place a high value on in-person events and networking opportunities. This is a comment one of our members provided in response to a recent survey: “The most valuable part of VMAE is the networking and camaraderie. I’m not a CAE so I don’t need the CE hours, but I need time with my colleagues.”

In an Association Now article, Freeman Vice President of Strategy Ken Holsinger says that while millennials and Gen Z-ers are often perceived as being more interested in online-only ways to engage, they do appreciate in-person meetings, as long as the value proposition is attractive. According to a Freeman study, 85 percent of survey respondents age 22-44 say “inspiration about my field” is an important element of an in-person meeting experience, and 59 percent say “up-leveling my career” is as well. Both substantially outpace the overall averages.

Holsinger said “what they can’t do online is networking. Networking was always important, but it was typically behind education and keynotes at most meetings. It’s now at the top.”

But the report also suggests that meeting planners will need to provide new ways to draw people in. In other words, the traditional conference format must adjust with the times. Creative format models include mini-sessions and town halls, while associations are increasingly turning to innovative ways to engage conference participants, such as “office hours,” social networking lounges, and gamification.

While the value of in-person events is clear, we are not suggesting the elimination of virtual experiences. They offer different benefits: broader reach, easier planning, and less cost. But as association members clearly tell us, when it comes to networking, engagement and inspiration, a virtual conference is no substitute for the in-person experience.

And remember, the way to attract people to your event is to give them a memorable life experience that they can’t get through a screen.