When “Successful” Isn’t Enough: How Strategic Risk-Taking Transformed the Annual Updates from ASH Conference
For more than a decade, the UChicago Medicine Annual Updates from ASH Conference has served as a trusted space for translating key insights from the national ASH Conference into meaningful, practical takeaways for regional audiences. But after ten successful years, the team faced a challenge many long-running conferences never address:
How do you improve something that already works?
In its 11th year, the conference took a bold step forward, embracing change, rethinking its structure, and ultimately redefining what audience engagement could look like.
Recognizing the Need for Change
The shift didn’t happen overnight.
Following the 10th annual event, the Meeting Achievements (MA) and ReVITALIZED Instructional Design (RID) teams conducted a comprehensive on-site audit. They evaluated what worked, identified opportunities for stronger engagement, and gathered direct feedback from attendees and speakers.
Long-standing conferences often fall into the trap of repeating what worked in the past. Our goal was to respect the program's history while designing for how adults learn today.
At the same time, there had been growing requests for updates to the agenda. While the conference had long followed a traditional format (half-day tracks segmented by nursing, pharmacy, and physician audiences), it was clear that expectations were evolving. Together with the client, MA and RID translated these insights into a clear path forward: design a more dynamic, collaborative, and engaging experience.
Reimagining the Experience
Through extensive collaboration, we were able to not just tweak the agenda but reimagine it.
Key changes included:
A shift to a multidisciplinary format, bringing diverse perspectives into a shared learning environment
A redesigned agenda structure, blending keynote insights with interactive discussions led by local experts
A new location, supporting a refreshed experience from the moment attendees arrived
Stronger collaboration between the client and MA/RID, ensuring every change aligned with both educational goals and audience needs.
Rather than a surface level refresh, this was a complete overhaulof how content is delivered, and how attendees engage with it.
From Passive Listening to Active Participation
One of the most impactful changes was the move away from a primarily didactic format.
Previously, the agenda featured multiple 20-minute lectures with limited opportunities for interaction. In 2026, those sessions were distilled into a high impact kickoff presentation highlighting the top five breakthroughs from the national conference.
This shift did two important things:
Delivered immediate value by answering the key question attendees came for: “What did I miss at ASH, and what matters most to my practice and to my patients?”
Set the stage for deeper engagement, allowing subsequent sessions to expand on those insights through discussion and application
The result? A more intentional flow of content and a highly engaged audience from the start of the day through the event’s conclusion—addressing a challenge in previous years when many attendees left well before the conference ended.
Expanding Interactive Learning
The new format also introduced multiple panel discussions, replacing the previous single case panel model.
These panels invited attendees into the conversation, creating space for dialogue, questions, and shared perspectives across disciplines. Moderators took on a more active role as well, guiding discussions, preparing case-based content, and helping ensure each session remained focused and impactful.
While this evolution required additional preparation and coaching, it laid the groundwork for a more engaging and participatory experience; one that will continue to grow in future years.
Navigating Challenges Along the Way
Transformational change rarely comes without challenges.
Building truly multidisciplinary panels proved to be complex, and in some cases, the right mix of perspectives wasn’t fully achievable for 2026. Rather than compromise the quality of the experience, the team made a strategic decision to postpone certain elements until they could be executed at the highest level, with plans already in place for 2027.
This thoughtful approach ensured that every component of the program remained intentional, cohesive, and valuable to attendees.
The Results: A Refresh That Resonated
Initial feedback has been overwhelmingly positive, with attendees noting the stronger flow of the program, increased opportunities for discussion, and a more engaging learning environment throughout the day.
A true transformation, not just a refresh.
Why Strategic Risk Matters in Event Design
The success of the 2026 UChicago Annual Updates from ASH Conference is a reminder that long-running events don’t stay relevant by accident.
They stay relevant because someone is willing to ask hard questions, challenge the format, and design with intention instead of habit.
When meeting strategy and instructional design work together, engagement becomes something you plan for — not something you hope for.
If your conference feels stuck in a format that no longer fits your audience, it may be time to rethink the design.
Meeting Achievements and ReVITALIZED Instructional Design partner with organizations to align strategy, education, and audience experience — creating events that don’t just run smoothly but truly engage.