The 'Green Rush'

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SPRING/SUMMER 2020

Serving the Medical Meeting & Event Industry

CORPORATE VS. MEDICAL MEETINGS: THREE CRITICAL SUB-INDUSTRY DIFFERENCES THE COMPLIANCE AND CONSEQUENCES: ‘GREEN THE IMPORTANCE OF OPEN PAYMENT REGULATIONS RUSH’: NEW CANNABIS TECH TALK: MARKET FOR AUGMENTED REALITY, FACIAL RECOGNITION, MEDICAL EVENTS AND HAPPY MAPS Missouri Meetings Spring.qxp_Layout 1 1/15/19 4:19 PM Page 1

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Serving the Medical Meeting & Event Industry MEETING EXPERIENCE. SPRING/SUMMER 2020

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www.MeetMags.com 3 ‘GREEN RUSH’ CREATES NEW MARKET FOR PLANNERS AND VENUES New Cannabis Culture Brings Need for Education and Expos

By Stacy Ross

Just a couple of years ago, most people had not heard of CBD, let alone tried it, and they certainly did not know where to buy it. Today, you can fi nd CBD gummies and body lotion and a roll-on for arthritis. You can buy it at Walmart, gas stations, or at any of the ubiquitous stores advertised on highway billboards. Advocates promise CBD will improve everything from anxiety to joint pain to PTSD. Th e FDA says not so fast.

4 MEET MED Spring/Summer 2020 FEATURE: ‘GREEN RUSH’

The skyrocketing popularity at both the state and federal of CBD is reflected in sales level. In most states, its legal- forecasts. Analysts predict ity depends on whether and CBD sales could grow to as how much THC the CBD much as $22 billion over the contains. This fact has tied next three to five years. And federal and state legislators in that’s just CBD. Those num- knots. bers do not include other can- The 2018 federal farm bill nabis products such as mari- made hemp legal in all 50 juana and hemp. The market states, and thus CBD oil, as projections exist to serve the long as it contains less that growing cannabis investment 0.3 percent THC. Still, some community. states and the FDA, disagree on this. For example, until I am a meeting planner, recently and despite the farm why do I care? bill, South Dakota Governor Along with the popularity Kristi Noem insisted all can- of CBD comes a lot of con- nabis-related products were fusion and misinformation illegal, including CBD. Last about what it is, what it does, year, a CBD store in Rapid and whether it is legal. Mean- City was raided and CBD while, an amazing array of ex- products worth $3,000 were isting businesses have figured confiscated. In a startling out how to repurpose their turn around, the governor in products to help the budding signed a bill in May legalizing entrepreneurs join the Green Rush, and those entrepreneurs hemp (and thus CBD). In addition, in November, South Da- need lots of education. It all adds up to a need for . . . confer- kota voters will decide on two state constitutional amendments ences, seminars, meetings, and trade shows. And there’s a lot which would legalize both medical and recreational marijuana. to learn. The Food and Drug Administration has steadfastly main- In most cases, these events cover the entire cannabis indus- tained that food or beverage products containing CBD (in- try – including marijuana, hemp and Cannabidiol (pronounced cluding those gummies) are not legal. But now Congress has ka·nuh·buh·dai·uhl), known as CBD. And that is where the stepped in. In January, a bill was introduced in the U.S. House confusion starts. that would classify CBD as a food supplement, legalizing those gelatinous little bears, and their brethren. But as of April, the What is the difference? legislation is in limbo as it waits for the FDA to draft regula- Marijuana and hemp are derived from different strains of same tions. plant: cannabis sativa. They look similar, but there’s an important difference: marijuana has higher levels of THC (tetrahy- Conferences, and Meetings and Expos, Oh My! drocannabinol), the stuff that gets you high, while hemp has The bottom line is that a new industry of independent meet- little to none. Components of hemp have been used for centu- ing planners, event companies and organizations solely focused ries to make rope, textiles, and paint. Like THC, CBD is one on cannabis is burgeoning and, back in the days of in-person of hundreds of compounds found in cannabis—both marijuana events, venues were welcoming them with open arms. and hemp varieties. Missouri hosted dozens of CBD and cannabis events, large and small, in 2019. The events’ audiences included suppliers, What can it do for me? growers, retailers, patients, consumers, and even artists and dog CBD has exploded in popularity because of claims that it can owners. Kansas City hosted a cannabis art show in November; improve or treat dozens of intractable maladies such as multiple The Pet CBD Wellness Expo in St. Louis suburb of St. Charles sclerosis, depression, insomnia and chronic pain, among others. scheduled for April was cancelled due to COVID-19. The pan- One CBD-based drug has been approved by the FDA to treat demic has caused the cancelation of many events scheduled for two rare seizure disorders. However, the FDA has warned com- 2020 and organizers are rescheduling them for next year. panies not to market CBD for therapeutic or medical purposes Like Missouri, medical marijuana became legal in Ohio in until more studies are conducted. 2018 and dozens of cannabis-related workshops and conferences were scheduled throughout the state. The second Ohio What is legal and where? Cannabis Health and Business Summit was scheduled for June The answer to this question changes on an almost daily basis in Cleveland but has been moved to August, 2021. About 500

www.MeetMags.com 5 FEATURE: ‘GREEN RUSH’

entrepreneurs, investors, potential patients, physicians and staff from dispensaries and clinics attended the 2019 educational event, put on by the Lakewood Medical Clinic, according to Administrator Erin Lesueur, but they hold smaller seminars As CBD Booms, throughout the year. Hotels Join the Party Education continues to be important. “Th ere is a lack of information,” Lesueur said. “People are confused and (are being) misled.” According to an article in Travel +

Open Arms Leisure Magazine, you can take a Okay, so all these events were being held somewhere, but where? One might think the stigma surrounding cannabis bath in CBD oil at the venerable Elms would make some venues shy away from hosting conferences and expos. Planners in St. Louis and Kansas City said that they Hotel and Spa near Kansas City. Up- were embraced with open arms. Jamie Lane was one of those doing the embracing. Lane is scale properties in Miami Beach, Seat- director of sales and marketing at the Gateway Center in Col- linsville, which hosted the Missouri Cannabis Marketplace, the tle, Denver and Philadelphia are off er- center’s fi rst cannabis-related show, in 2019. “Everything from the planning process to every invoice being ing CBD-laced coff ee, tea, and White paid on time, there were no concerns on our end,” Lane said. “Great vendors, great attendees. We would recommend them to Russians, massages and pedicures with other venues. We would welcome them back.” Lane said she and her staff followed the same process they CBD oil, and in states where it’s legal, would for any other potential client. “We did all our research on the front end, as we do with every client,” she said. “We reach full-strength pot. In October, Forbes out to their (previous) venues. We go through our qualifi cation process to see if we even want to have their event here. We felt magazine published a list of the best very confi dent they would be a great client to work with.” “If things would return to normal, you’d have a lot of vendor “cannabis–friendly” hotels in the interest for that kind of event and I think it would be well attended,” Lane said. “We defi nitely are interested in prospecting world, which included Th e Standard for that business. Th ere’s so many medical and recreational off shoots of that.” hotels in Hollywood and Miami, Th e Jen Wynn is vice president of expositions at Cannabis Indus- trial Marketplace, which put on the Collinsville show. CIMP Jupiter in Oregon and a La Quinta is a business-to-business website for growers and others in the industry. Th rough their website, the company watched the resort in Palm Springs. In January, cannabis market grow and decided to move into trade shows, Wynn said. Th e 2019 Collinsville show was their third ever. Hotel Business magazine profi led Th ey held a show in Phoenix in February, but several shows scheduled throughout the country for later this year were all Roger Bloss and his Alternative Hos- moved to 2021. So far, Wynn said, fi nding venues hasn’t been particularly pitality cannabis-based health and hard, although she did have one in Kentucky turn her down. “She just came back and said ‘We are not working with any wellness properties. Hotels are fi nd- businesses with cannabis in their name.’” Th eir shows are not “consumption” events, and no smoking ing a variety of creative ways to join is allowed. Businesses are their target audience, and the company takes pains to make that clear. “To keep our focus on the the Green Rush. As cannabis becomes business side, we hold weekday shows and have higher ticket prices,” Wynn said. A full-access ticket for the two-day show legal in more states, look for more. runs $250.

6 MEET MED Spring/Summer 2020 FEATURE: ‘GREEN RUSH’

companies selling insurance, security sys- tems, legal services, and packaging. Work- shop topics included legislation, licensing, and branding, marketing and cultivation. MoCannBizCon and Expo was held at Hilton St. Louis Union Station Hotel for the second year in early March. Like Lane, the hotel’s Director of Sales Sara Newell said they went through their normal vet- ting process before booking the show. “We had no concerns about it,” Newell said. “It’s a huge industry that’s growing, growing, growing.” Next year’s expo has already been booked for next May, as well as a conference geared toward women in the cannabis industry this December, Newell said. Old Product, New Market Vendors at the Collinsville show included a nearly 50-year-old The new cannabis culture is creating a new market for entre- company that makes industrial cooling and air-conditioning preneurs and meeting professionals. “There truly is so much op- equipment, one that makes compost and mulch, and an ac- portunity in this industry,” said the Gateway Center’s Lane. “I counting firm. Each of the businesses existed long before legal can see how the need for these events will increase. The success cannabis and CBD came on the scene and each found a new of (these) events will spawn others.” market for their products and services. Other vendors were Stacy Ross is a freelance writer and editor in St. Louis

www.MeetMags.com 7 FEATURE: THE WORLD OF MEDICAL MEETINGS

The W rld of Medical Meetings Data, Perception, and Regulation By Kaitlyn Wallace

As we all know, industries everywhere are under enormous strain from the current COVID-19 pandemic. The meetings and events industry, hotels, caterers, and other suppliers have been hit particularly hard. So, too, has the medical industry been under enormous strain. The failure of modern pharmaceuticals to treat and cure COVID-19 has been well-reported; so too have shortages of essential medical equipment been well-publicized. In this time of need, we are reflecting on all aspects of pharmaceutical and medical device development. And though most meetings and events currently unadvis- able and/or prohibited in many places in order to enforce social distancing and slow the spread of COVID-19, we would like to offer what little expertise we can on the interface of these two industries in GOVERNMENT REGULATION DATA COLLECTION the hope that when the pandemic even- The largest difference between corpo- Another important distinction between tually slows, our industries can work to- rate and medical meetings is regulation. medical and corporate meetings is data gether in order to better assist and facili- Though it is common for many industries collection. In the United States, trans- tate pharmaceutical and medical device to have as some self-imposed regulation, fers of value above $10 granted to any development so that this pandemic, as due to the ethically loaded nature of health care provider (HCP) must be re- well as future health crises, may be ad- the relationships between pharmaceuti- ported and entered into the public Open dressed as effectively as possible. In this cal companies, doctors, insurance, and Payments database. When taking into vein, we offer a medical meeting 101: medical device companies, governments account travel costs, food and beverage, How are medical meetings different from around the world have turned a sharp and even refreshments (and add-ons such corporate meetings? And how can those dif- eye to medical meetings and events– the as taxes and gratuity), as well as the fact ferences be best addressed in order to pro- nature of which, they worry, could influ- that HCPs may be traveling from home vide the most effective interface between ence doctor’s prescribing practices as well states with vastly different reporting re- meeting and event and pharmaceutical and as general standard of care. quirements, data collection can quickly medical device industries? These regulations most notably include become a nightmare for meeting plan- The meeting and event industry has HIPAA (the Health Insurance Portabil- ners. In order to fully service sponsoring always had a wide variety of sub-indus- ity and Accountability Act) and the Sun- organizations, meeting planners must get tries requiring separate expertise, but the shine Act in the United States, which creative, implementing plans such as opt- medical and life science sub-industry in regulate privacy and “transfers of value” in/opt-out forms for attendees, gathering particular has required a quick and wide between physicians and companies, re- data in real time by enlisting on-site staff expansion of expertise by meeting plan- spectively. This kind of regulation is to check in attendees at every point of ners. Due to increased scrutiny by both highly international; as Pat Schaumann, transfer of value, and by offering attend- public and private institutions, the medi- author of Breaking the Code to Healthcare ees, suppliers, and sponsoring organiza- cal meeting industry has become one of Compliance and president of Schaumann tions an overview of all reportable costs the most complex areas of government- Consulting Group LLC., explains, “88 upfront. Detailed and accurate records and self-regulation, requiring an unusual countries have their own set of regula- are essential in order to avoid the fines breadth of knowledge from meeting tions, laws, or mandates . . . Many coun- and reputation damage that are on the planners in the industry. But what exact- tries and some states have specific regu- line in this industry. ly is it that makes the medical meetings lations regarding F&B caps and types of and events industry so complex? venues used for medical meetings.”

8 MEET MED Spring/Summer 2020 FEATURE: THE WORLD OF MEDICAL MEETINGS

PERCEPTION The high degree of scrutiny that attendees fall under, due to the Open Payments database, is another significant difference in the medical meeting industry. When conferences include luxurious “transfers of value,” such as high-priced meals and destination hotels, attending doctors run the risk of being perceived as being “bought” by sponsoring companies, especially when the sponsor is a pharmaceutical or medical device company. This means that even if every transfer of value within a conference is ethically sound, costs must still be rigorously min- imized in order to minimize the reportable transactions on an attending HCP’s public record. It is also necessary to forgo certain luxuries that may be available to other industries (such as five-star hotels, destinations associated with the beach or ing organizations sets medical meetings continuing partnerships with suppli- with skiing, etc.) in order to draw in at- apart from corporate meetings. For a ers and facilities with experience in the tendees– counterintuitive to many other variety of reasons, including increasing medical meetings industry highly desir- industries. It is not uncommon for doc- HCP attendance, appearing and acting able; it may be more common in this field tors to be dissuaded from attending a as a stringently ethical sponsor, and en- to build relationships with niche suppli- conference or event if it includes huge suring compliance, sponsoring organiza- ers and facilities in order to simplify and transfers of value, which, when made tions often have stringent self-regulatory streamline an incredibly complex process public, might be a threat to their repu- cost requirements. Megan Juffer, CMP, while fulfilling the equally complex and tation and their business. It also means HMCC, of Impact Meetings LLC, ex- wide-ranging needs of your client. that concrete benefits– particularly, edu- plained that “additional self-regulation cation– should be played up as much as of sponsoring organizations is common. possible in order to emphasize bettering, Typically, an organization’s regulatory MEDICAL MEETINGS: A BEAST OF rather than hindering, good practice by department will issue a corporate com- THEIR OWN attending physicians. pliance policy which details general busi- Medical meetings might sound like just Medical meetings sometimes solve this ness rules and monetary spend limits for another sub-industry culture to some. issue by increasing feedback and attendee interactions with healthcare professionals But those with experience in the field choice from the beginning by an opt-in/ (HCPs).” know that the medical meeting industry opt-out program for meals, transporta- Coordination and communication is unlike any other; it is constrained by tion, and other expenses, allowing doctors with sponsoring organizations is essen- government regulations, often counter- to attend while controlling their degree of tial, as each organization will have dif- intuitive in its marketing and perception, value transfer from sponsoring companies ferent requirements which need to be requires balancing increasingly complex which is available on public record. Logis- integrated into your data collection pro- needs of attendees, sponsors, suppliers tically, this option requires a high degree tocols as well as taken into consideration and facilities, and calls for an expanded of control on the part of meeting planners when contacting suppliers and facilities skill set from the modern meeting plan- in order to coordinate HCP choices with for pricing models. As Megan continued: ner, all while producing a high-quality on-site staff, and may require additional “the number-one area where companies meeting or event for all parties. As Megan technology such as scannable badges, have flexibility to self-regulate is meal Juffer reminds us, “With so much at stake which can display and track which trans- caps; typically for U.S.-based meetings, and millions of dollars on the line, medi- fers of value attending HCPs are partici- companies will set stricter meal caps than cal meeting planners have to be cognizant pating in. These options increase the com- what is considered ‘modest’ or ‘reason- of how to properly record interactions, plexity of the already complicated world able,’ which is the current U.S. regula- identify and capture metrics, maximize of medical meeting planning. tion. This can be difficult to accommo- cost savings, mitigate risk, and provide an date in first-tier cities, especially when excellent attendee experience in order to SELF-REGULATION the cost of F&B can rise anywhere from achieve the goals of the meeting.” Additionally, the high degree of vari- 1 to 10% in any given year.” ability in self-regulation from sponsor- All of these complicating factors make Kaitlyn Wallace is a contributing writer from St. Louis.

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10 MEET MED Spring/Summer 2020 Compliance and Consequences The Do’s and Don’ts of Compliance in Medical Meetings By Kaitlyn Wallace

Questions of medical ethics, pharmaceutical power, and in- countability Act, which is largely concerned with privacy) in tense government oversight may seem outside of the day-to-day the United States and GDPR (General Data Protection Regu- work of modern meeting planners. After all, what business of lation, concerned with protecting patient data) and the EFPIA ours is it if– for example– physicians choose to accept gifts Code (the European Federation of Pharmaceutical Industries from pharmaceutical and medical device companies, even if in and Associations Code, concerned with transfers of value from exchange for a change in prescribing practices? pharmaceutical and medical device companies to HCPs, much But as of September 30th, 2014– the date of the first payments like the Sunshine Law in the US) in the EU. Further, codes recorded on the CMS Open Payments database, established in vary by country: 88 countries currently have regulations in response to the 2010 Physician Payments Sunshine Act– it is place to oversee transfers of value between pharmaceutical and our business. In fact, for meeting professionals who specialize or medical device companies and HCPs, and most outline viola- work with the life sciences industry, it became one of the most tions that are punishable by fines. In addition to the many important aspects of our business, with consequences of non- different codes which vary from country to country, medical compliance reaching into the millions of dollars. meeting planners must be aware that some states enforce compliance laws more stringently than others. THE SUNSHINE ACT Though medical meeting planners should be following In 2010, the Physician Payments Sunshine Act was passed, best practices in all locations, planners should be particular- mandating disclosure of any “transfers of value” (to use the ly careful in states such as Vermont, which is regularly cited language of the legislation) greater than $10 between pharma- as the gold standard for compliance in the United States. As ceutical and medical device companies to healthcare providers Pat Schaumann, President of Schaumann Consulting Group, (HCPs). These regulations were established largely in response LLC., and author of Breaking the Code to Healthcare Compliance to fears over the growing power and influence of pharmaceuti- explained: “I don’t think anyone is giving it a blind eye. What cal and medical device companies over the prescribing prac- does differ is how much they are enforcing.” In order to ensure tices of physicians, seen to be accomplished primarily through compliance with local, national, and international standards, large gifts, exorbitant speaker fees and luxurious travel and ac- meeting planners must now become experts in detailed and dif- commodations– all done outside of the public view. In order ficult legislation regarding both privacy and expense reporting. to minimize the growing power of big pharma, and to retain This might seem like an impossible task. After all, we are not physician autonomy over prescribing practices, the CMS Open lawyers or politicians– how can we be expected to enforce the Payments database was established, which now displays these law when the law itself is so highly variable? The good thing is payments and other “transfers of value” as public record. this: in general, meeting planners will not be fined for failing Despite the obvious positive ethical ramifications of this to comply with Sunshine Act regulation; this burden usually law– increased transparency and better incentives for ethical falls on the sponsor or client (usually a pharmaceutical or medi- prescribing practices– this has created a logistical nightmare cal device company). This means that the job of the meeting for health industry meetings and events, requiring an expand- planner is to assist our clients in remaining compliant primarily ed role for the modern meeting planner, which must include through data tracking and strict adhesion to budget. Meeting data collector and compliance liaison to a wide variety of cli- planners must coordinate with each individual client in order to ents. And due to the stringency of these new requirements, execute their compliance standards, which, though regulated by the stakes have never been higher. So how can we, as meeting the same legislation, often vary widely in their stringency. planners, do our part to ensure compliance? Why should we As Peter Lahr, Vice President of Scarritt Group (an interna- care about reporting “transfers of value,” and what are the con- tional meeting planning company specializing in the medical sequences for failing to do so? meetings) explains, “Sponsors often have their own specified spend caps that are more aggressive than the ruling govern- VARYING REGULATIONS ment.” To this end, every aspect of meeting planning must Compliance for the meeting planner is a slippery subject; it be reviewed with scrutiny, including routine expenses such as looks different with different clients, for different situations, speaker fees, travel and accommodation, meals, and sponsor and in different places. This means it is essential to stay up to giveaways– all of which must be broken down by HCP recipi- date on compliance regulations– and not just in the area of ents under Sunshine Law and reported. Peter Lahr elaborates: “transfer of value” reporting. The healthcare industry is subject “Everything from putting together the right budget, negotiat- to a wide variety of codes in areas such as privacy and ethics, ing the right costs and staying on budget during execution are including HIPAA (the Health Insurance Portability and Ac- critical.” Tracking these “transfers of value” for each HCP and

www.MeetMags.com 11 SPOTLIGHT: COMPLIANCE AND CONSEQUENCES

reporting them accurately (and on time) is detailed and often ing practices. As Pat Schaumann summarizes: “Th ere are eth- time-consuming work, but is essential to helping your client ics tied into all our businesses. It’s within everyone’s interests remain compliant. Missing one step could put your client at to follow best practices. We have to remember that we are not risk for heavy fi nes. only representing our companies and our clients, but we are also representing ourselves.” REMAINING COMPLIANT And fi nally, the professional point of view– it is always essen- Th is is the most important role of the modern medical meeting tial to help our clients retain a high degree of trust and profes- planner: helping your client avoid the heavy fi nes that come with sionalism. With medical meetings, however, this responsibility stringent enforcement of the Sunshine Law. Data must be re- is heightened further. As Peter Lahr emphasizes, “Confi dence ported accurately and on time in order to avoid these fi nes. One and trust levels with patient and medical teams are greatly im- unintentional off ense can cost your client between $1,000 and pacted by compliance reputation. Noncompliance has a huge $10,000. An off ense committed knowingly can cost $10,000 to negative impact on those trust and confi dence levels. Th is is the $100,000. Th ese ranges cover only single off enses; multiple of- biggest price to pay for noncompliance.” fenses can increase fi nes into the millions. As Pat Schaumann Meeting planning is a hectic enough industry as it is. Between reminds us: “Compliance is not a choice. It’s the law.” coordinating vendors, communicating with clients, and making We must also consider the ethical and professional problems sure everything goes off without a hitch, meeting planners have with noncompliance. Th e Sunshine Law was enacted in the fi rst enough to balance without dealing with detailed regulations and place to combat what some saw to be overreach of pharmaceu- intense government oversight. But for medical meeting planners, tical power into physician prescribing practices. Like all con- compliance must become a routine part of the job; the stakes for cerned citizens, we want to do our best to ensure that our HCPs our clients are just too high. And as Pat Schaumann reminds us: can provide the highest standard of care, unencumbered by “Th is is here to stay. Th is is not a fad. Use common sense when fi nancial and personal interests. Despite being an unintended planning for the medical industry.” side eff ect of legislation meant to regulate an industry outside our own, we should do our part in allowing Open Payments Kaitlyn Wallace is a contributing writer from St. Louis. For more information, see: “Breaking the Code to Healthcare Compliance,” to do its job as an agent for transparency and ethical prescrib- by Pat Schaumann

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is written primarily for those who - is written primarily for those who - - Breaking the Code to Healthcare Compliance continues to be the primary resource - Breaking the Code to Healthcare Compliance Breaking the Code to Healthcare Compliance devote a major portion of their time to working in the healthcare industry. Whether devote a major portion of their time to working in the healthcare industry. Whether you are a manufacturer, physician, group purchasing organization (GPO), Physi book for the Healthcare Meeting Compliance Certificate (HMCC) program, you are a manufacturer, physician, group purchasing organization (GPO), Physi cian-Owned Distributorship (POD), or teaching hospital, or are involved in plan cian-Owned Distributorship (POD), or teaching hospital, or are involved in plan ning and reporting transparency and spend, having a basic understanding of the ning and reporting transparency and spend, having a basic understanding of the - who, what, where, and how of the Physician Payments Sunshine Act will enhance -- sponsored by Meeting Professionals International (MPI). Currently there are who, what, where, and how of the Physician Payments Sunshine Act will enhance - your knowledge and scope of reasoning. Breaking the Code to Health your knowledge and scope of reasoning. Breaking the Code to Health

“In today’s world, if anything is changing more rapidly than healthcare, it is the number of regu 1,300 HMCC’s worldwide and it has become the most recognized designation lations“In today’s that govern world,, theifis anythingan healthcare indispensible is changingindustry. resource morePat Schaumann’s for rapidly anyone than tasked book,healthcare, with navigating it is the—Donn number the complex H. of Herringregu , is an indispensible resource for anyone tasked with navigating—Donn the complex H. Herring carelations Compliance that govern the healthcare industry. Pat Schaumann’s book, care Compliance Attorney At Law / Health Care Practice Group international, federal, and state requirements that govern the healthcareAttorney Atindustry, Law / Health including Care Practice the Group meetingsinternational, held federal,by its members.” and state requirements that govern the healthcare industry, including the in the healthcare and life science meeting industry. The guide is a must for those meetings held by its members.”

—Hailing Wang —Hailing Co.,Wang Ltd. Co., Ltd. “With healthcare business increasing in China, compliance education will be important and this book who plan and arrange medical or healthcare meetings worldwide. Also used can“With be ahealthcare very good business resource increasing to those working in China, with compliance medical meetingseducation and will events.” be important and this book can be a very good resource to those working with medical meetings and events.” ” sheds light on a very dark and unknown aspect Executive Director of Present China / General Manager of America” sheds & Atlantic light Division, on a very Beijing dark Youth and Travel unknown Service aspect Executive Director of Present China / General Manager of America & Atlantic Division, Beijing Youth Travel Service by hotels, convention centers, audio-visual companies, trade show/exhibit —James Vachon Pat Schaumann “Breaking the Code to Healthcare Compliance Pat Schaumann Breaking the Code to Healthcare Compliance —James Vachon of“ this industry. Time moves forward and requirements are being defined and many of the people whoof this will industry. be impacted Time by moves this don’tforward even and realize requirements its happening. are being This defined book is and a wonderful many of the resource people towho help will navigate be impacted this changing by this don’troadmap.” even realize its happening. This book is a wonderful resource companies, restaurants, third party planning companies and other providers to help navigate this changing roadmap.” Associate Director, Events, Meetings and Conventions Millennium: The Takeda Oncology Company Associate Director, Events, Meetings and Conventions Millennium: The Takeda Oncology Company

—David Peckinpaugh, CMP —David Peckinpaugh, CMP of support products and services. The book is also a recommended resource “If there is one word that will dominate the landscape of the healthcare industryPresident /in Maritz the comingTravel Company years“If there it is is“compliance.” one word that If will you dominate want to have the landscapea full understanding of the healthcare of the ever-changingindustryPresident /in Maritz the landscape comingTravel Company years it is “compliance.” If you want to have a full understanding of the ever-changing landscape of governmental regulations, then this is the book for you.” - of governmental regulations, then this is the book for you.” - CMP, CSEP, DMCP, HMCC CMP, CSEP, DMCP, HMCC for the Events Industry Council’s CMP HC —Kristen Knauer, HMCC —Kristen Knauer, HMCC “Pat has helped our organization in understanding the complicated regulationsGlobal Sales of Director healthcare / Fogo de Chao meeting“Pat has compliance, helped our organizationand in turn we in supportunderstanding meeting the planners complicated more effectively.regulationsGlobal Sales Thisof Director healthcare has /signifi Fogo de Chao cantlymeeting increased compliance, our sales and in turnthe segment.” we support meeting planners more effectively. This has signifi (Healthcare) certification program. cantly increased our sales in the segment.” —Julie Hills, HMCC —Julie Hills, HMCC “This book shines a light on the ever-changing healthcare compliance landscape so you can steer clear“This of book the manyshines dangerous a light on andthe ever-changingexpensiveManaging landmines.” healthcare Director of compliance Corporate Group landscape Sales / Hilton so you Worldwide can steer Sales clear of the many dangerous and expensiveManaging landmines.” Director of Corporate Group Sales / Hilton Worldwide Sales

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Order at: www.meetingcompliance.com

12 Breaking MEET MED The Code Spring/Summer 4th Ed_Half Page 2020 Horiz_MeetMed.indd 1 8/5/17 9:42 PM INDUSTRY UPDATE Breaking the Code to Healthcare Compliance, Fifth Edition to Be Released This Year

Confused about healthcare compliance? It is all here in this handy guide! Pat Schaumann’s clear and comprehensive guide, Breaking the Code to Healthcare Compliance, Fifth Edition, has greatly expanded international sections, as well as compliance requirements for specific states and localities updated for 2020. This book is a must for those who plan and arrange medical or healthcare meetings worldwide, and it is written for just about anyone responsible for or significantly involved in the healthcare meeting change effort. Hotels, convention centers, audio-visual companies, trade show/exhibit companies, restaurants, and other providers of support products and services should also understand their clients’ expectations and how they can provide data analytics that respond to government regulations. Breaking the Code to Healthcare Compliance, Fifth Edition how to differentiate what and who are behind healthcare meet- lays out in a cogent and clear manner the who, what, where ing change, and how to better quantify their role in the pro- and how of healthcare meeting compliance. It includes tools, cesses. tables, and an expanded glossary of international terms. To learn more about this book and see upcoming medical It takes readers through the logic of what we should know, events, visit meetingcompliance.com.

Pharmaceutical and Physician Scandals Convey Necessity of Medical and Healthcare Compliance

60 Minutes recently released a report about how pharmaceutical sales representatives at multiple Big Pharma companies bribed doctors to prescribe fentanyl, a dangerous synthetic opioid. Insys Therapeutics is one of the Big Pharma companies that faced significant legal issues due to their methodology in promoting and selling fentanyl to vulnerable physicians. Subsys, a fentanyl spray designed to be taken under the tongue, was just one drug misleadingly sold to physicians for patient prescrip- tions by Big Pharma sales representatives. In an interview with 60 Minutes, Alec Burlakoff, former Se- nior Vice President of Sales at Insys, stated that “Insys would pay some doctors – sales reps called them ‘whales’ – as much as $125,000 a year in bribes, camouflaged as Insys ‘speaker program’ fees [so they would prescribe these drugs to patients].” Nathaniel Yeager and David Lazarus are two federal prose- cutors that caught onto this illegal activity. Yeager told 60 minutes that “the doctor would just repeatedly invite her friends or Burkaloff was sentenced to 26 months by a federal judge in his friends [who worked for Insys] . . . Rack up a big bar bill. January, and the $4.3 million he made at Insys was turned over. And then get a check in the mail for it [paid by Insys].” A dozen doctors connected to Insys crimes were also convicted.

www.MeetMags.com 13 TECH TALK

AUGMENTED REALITY Virtual reality (VR) is one innovation that has already started to become more mainstream at meetings and events. However, VR’s similar counterpart, augmented reality (AR), has distinguishing variations that allows this technology to convey information differently than VR. While VR only displays computerized graphics, and VR is limited to visual and auditory projections, AR has the ability to blend the real, physical world with digital visuals, working across the visual, auditory, haptic, somatosensory, and olfactory modalities. In the meetings and events industry, AR’s mix of physical and digital elements can be used to convey venue/service simulations for prospective clientele sales pitches, company presentations, tradeshow engagement, and enhanced breakout education sessions. AR can also increase the comprehensibility of complex concepts and ideas through user interaction. FACIAL RECOGNITION HAPPY MAPS Physical distancing has increasingly provoked more thought It can be challenging to incentivize attendees to complete a and attention towards event registration as attendees begin to post-event survey that helps measure attendee satisfaction, and find themselves in clustered check-in lines. Though much -em even if they do take the time to submit feedback, it is impossi- phasis is already placed on thorough registration and badging, ble to gage whether their “ratings” increased or decreased upon facial recognition may become a more common registration leaving the event. procedure, as this technology signs attendees into events with To capture accurate, in-the-moment event data that truly speed and accuracy, while promoting physical space. reflect attendees’ interest levels, Happy Maps conducts a sen- To make this interface functional, attendees must first pre- timental analysis using mountable, palm-size cameras. This register for the event. Attendees will then receive a post-regis- innovation passively scans crowd behavior to determine at- tration email with an “upload” button which allows them to tendees’ micro-expressions, sex, and age group, with a 95% at- submit a headshot for their facial recognition check-in. tendee capture rate. The day of the event, attendees scan their face at a facial There are many ways Happy Maps can be used to measure recognition station using a webcam, and the device matches satisfaction and increase retention. Planners and exhibitors each attendee’s face with the corresponding headshot that was may consider using this technology at their meetings, breakout uploaded during post-registration. Once attendees confirm the sessions, or tradeshow booths, where Happy Maps will analyze face and name that appear on the system is correct, their event attendees’ level of interest and produce engagement reports badge is printed. that most accurately reflect event insights.

Photo courtesy of Zenus Photo courtesy of Zenus

Facial Recognition Self-Hosted License Happy Map Smart Camera Cost: $750–$2,000/month Cost: $1,500–$2,000 per camera; rental options available Includes unlimited devices and enrollments Includes Smart Camera. Does not include monthly subscription fee upon purchase

Panos Moutafis has nine years of experience in facial analysis, and is the co-founder and CEO of Zenus. He received his B.Sc. in Statistics from the Athens University of Economics & Business in Greece and his Ph.D. in Computer Science from the University of Houston. He has a dozen publications in leading journals and conferences, along with a book chapter in “Face Recognition Across the Imaging Spectrum” and a US patent in score normalization. He serves on the advisory board at the Lone Star College and enjoys offering talks to schools and universities about startups and careers in science and technology.

14 MEET MED Spring/Summer 2020 Critical information for life sciences meeting professionals: MPI CMP Healthcare Training Manual

MPI and Publishing Concepts LLC present the first edition of the MPI Certified Meeting Professional Healthcare Subspecialty (CMP-HC) Exam training manual.

This manual complements the first-ever preparatory course designed to prepare meeting and event professionals in the life sciences sector to sit for the CMP-HC exam.

Obtaining the CMP-HC designation is a sign that planners understand key topics in healthcare event management, including attendee tracking, data capture, and the reporting of medical meeting spending.

Contents The manual features sections on business rationale, planning, risk management, implementation and audit, and key terminology. Section quizzes help users evaluate their knowledge before taking the CMP-HC exam.

Contributors Executive editor Pat Schaumann, CMP, CSEP, DMCP, HMCC, is principal instructor of the HMCC program and MPI’s director of professional development, healthcare sector. More than 25 “In order to obtain the CMP-HC meeting professionals representing segments such designation, life science meeting as pharmaceuticals, medical devices, biologics, professionals are required to understand biopharma, clinical research, hotels, destination myriad topics such as attendee tracking, management, exhibit management, and third party meeting planning have taken time out to data capture, and how to report contribute their knowledge and experience to the information. CMP-HC Training Workbook. This manual provides the information and Ordering Details tools to help professionals develop this ISBN 13: 978-1-933635-23-1 knowledge.” ebook $140.00 paperback $149.99 Paul Van Deventer Publishing Concepts LLC President and CEO 6590 Scanlan Avenue Meeting Professionals International St. Louis MO 63139 http://www.meetingcompliance.com

www.MeetMags.com 15 MOMeetings_Fall2020_StCharles.pdf 1 7/8/20 12:42 PM

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16 MEET MED Spring/Summer 2020