For two days, the congress will connect global experts to explore the relevance of instant communication in the health sector. The first day will feature live connections with World Health Organization (WHO) operational areas in the Congo, Ukraine, and Venezuela. On the second day, connections will be made with EUHA hospitals in Rotterdam, Milan, and Vall d'Hebron itself.
The opening day will include a keynote address by 3Cat president, Rosa Roma, on the challenges of communication in high-pressure, evolving environments. This will be followed by a debate on when health becomes front-page news, with contributions from media leaders such as Tony Gallagher ('The Times'), Rita Ferreira (Expresso, Portugal), and Raquel Sans (3cat).
The second day of the congress will focus on the presence of health-related stories in audiovisual media. Executive producers from series like Zoanne Clack ('Grey's Anatomy'), David Schulner ('New Amsterdam'), Victoria Dyring (Sveriges Television), Timo Gößler (UFA Fiction, 'Charité'), and Fernando Pomares ('Salvados'), who immersed himself in Vall d'Hebron to portray the state's transplant system, will participate.
Another highlight will be patient participation on October 23rd. Speakers will include Susan Sheridan (Society to Improve Diagnosis in Medicine), Emma Lawton (writer), Julia Holleman (Stichting I Love My Back), Daniel Gallego (European Kidney Patients Federation - EKPF), and Patricia Ripoll (Fundación VISIBLE), who will explain how they have raised awareness for their causes and projects.
In addition to round tables, the congress will offer practical sessions on agentic artificial intelligence in health communication, led by Laia Morales (Bexperience), and on resolving crisis situations under pressure, conducted by conflict resolution expert Lilly Korpiola (Recado Oy). Real-time marketing will also be discussed with Prama Nanda (European Resuscitation Council) and Will Grundy (adam&eveTBWA). The closing event will feature a surprise performance by La Fundació Èpica La Fura dels Baus.
The congress is supported strategically by Surgerii Robotics and in collaboration with Takeda, Sobi, Siemens Healthineers, Blanquerna-Universitat Ramon Llull, Barcelona Turisme Convention Bureau, and 3cat.
