As we prepared to take our seats at an evening reception, I found myself at a table surrounded by medical device representatives, vendors, and corporate sponsors. My first reaction? Disappointment. “I’d rather be sitting at a table with surgical colleagues and mentors,” I thought to myself. Yet as dinner unfolded, I adapted a different strategy, one that I have used countless times throughout surgical training: a simple shift in perspective can transform an experience.
I challenged myself to network with company representatives for the remainder of the conference. As one of the premier otolaryngology – head & neck surgery conferences in the world, this meeting was rife with opportunity for education, networking, and career advancement. In particular, the product expo offered a football field’s worth of reps, engineers, and vendors to engage. As an engineer, biodesign graduate, and ear surgeon, here are six reasons why you should engage with industry at conferences:
- Apprehend the Present
National meetings showcase industry's most successful products, hands-on demos, and senior representatives. If there is a product or device you use frequently, visiting their booth to interact with a demonstration or ask a question can be worthwhile. I've had specific pain points addressed that local reps couldn't answer and discovered features I never knew existed. At one leading microscope vendor, I saw the next iteration of a microscope central to my work in the operating room, offering invaluable insight into upcoming changes.
- Understand the Future
Industry not only displays leading products, but it also previews the latest and greatest technologies and solicits feedback on future directions. After visiting the booths of several competing companies, one can begin to sense where industry is investing and what innovations are emerging. At the recent AAO-HNSF annual meeting, multiple companies showcased tympanostomy tube systems for in-office placement. These devices were created to place ear tubes in the clinic without general anesthesia easily. Comparing and contrasting new devices from several different companies revealed where the specialty is heading.
- Inspire Ideas and Innovation
The exploration and dialogue that occur from engaging with industry serve as a helpful inspiration for ideas and innovation. Mark Twain wrote, “There is no such thing as a new idea.” Innovation connects ideas by combining existing concepts in novel ways, combining diverse people and perspectives, and bridging gaps between customer needs and business solutions. What better place to explore these connections than a conference packed with key opinion leaders, surgeons, and industry powerhouses? National meetings fuel ideas.
- Obtain Support
Beyond sales, corporate stakeholders have vested interests in supporting you. Larger sponsors offer investigational funding, research support, and grants, which are almost always less competitive than federal funding mechanisms.
Despite the conflict of interest that can arise from partnerships such as these, it remains feasible to conduct high-quality research free from significant industry bias, even when funded by industry. Additionally, many companies are willing to organize and fund educational events and workshops locally, which can be incredibly valuable for staff and trainees.
- Open Doors to Consulting
Industry constantly seeks consultants and experts with unique knowledge or skills who can improve products, offer critical insights, and inform the R&D pipeline. Through these partnerships, one has the opportunity to shape innovation within the specialty firsthand. These partnerships can take a variety of forms, paid and unpaid. However, they require disclosure on conflict of interest forms and careful arrangement so as not to compromise a responsibility towards ethical patient care and unbiased research.
- Build Your Network
“Your network is your net worth,” said entrepreneur Porter Gale. Building relationships and sustaining friendships with colleagues, mentors, and potential employers is undeniably a primary activity at any national meeting. Yet connections in unexpected places also pay dividends. Starting conversations with people you wouldn’t naturally target for personal or career advancement can be surprisingly fruitful. You never know how a genuine friendship with an industry rep you met in the elevator could change your life.
National conferences offer more than academic sessions and colleague reunions. Industry partners offer a goldmine of knowledge, innovation, and opportunity. Don't ignore it.
Dr. Ostrander received travel funds from the University of Minnesota to attend AAO-HNSF 2025.
Image by VectorSpace06 / Shutterstock
