New Energy, Stronger Voices: How NAMSS Reinvigorated Its Conference Experience

There’s something special about a room full of people who do what you do. That’s why the National Association of Medical Staff Services' (NAMSS) Educational Conference & Exhibition has always offered our members a space to learn, recharge, and feel part of something bigger.

But as we approached our 48^th annual event, we couldn’t ignore that the spark was fading. Our event was always financially stable, and our attendees were loyal, but the energy plateaued. The agenda felt familiar. The networking felt routine. And while consistency can be a good thing, it can also keep you from seeing what’s possible.

We decided it was time to rethink things.

A Fresh Look at a Legacy Event

Reimagining a longstanding event required more than a few tweaks to the format. We needed a thoughtful, purposeful reset, something rooted in our purpose but designed to bring new energy and engagement.

Together with the NAMSS Board of Directors, Conference Committee, and colleagues across Smithbucklin and 360 Live Media, we challenged ourselves with honest questions: What do our members need most right now? What have we outgrown? And what are we ready for next?

We worked with the NAMSS Board of Directors and Conference Committee to look closely at the whole event experience, from the way content was delivered to how people networked and engaged onsite. The result? People leaned in, asked better questions, and connected the content directly to their work.

Letting Data Lead the Way

We grounded every decision in feedback. Past surveys and participation trends helped us understand what was working, and what wasn’t. That gave us the confidence to try new things, knowing they reflected what the NAMSS community wanted.

We also made room for more meaningful engagement. We moved beyond large networking events and introduced smaller, targeted gatherings that connected attendees based on shared interests and challenges. We did this in the exhibit hall and provided dedicated spaces for “fireside chats” and topic-based networking activities. We added a speaker development program to help first-time presenters shine and brought in new voices to represent more perspectives. And, we added tools attendees could take back to their workplaces, resources to help them share key takeaways with their teams, apply what they learned with their teams, and strengthen their own leadership.

On the Right Track

In 2024, we saw a 20% increase in attendance, and 30% of attendees were first-timers. It was our second highest attendance ever. That showed us the changes weren’t just energizing our long-term members, they were drawing in new ones, too.

And beyond the numbers, we felt a shift in the room. The energy was real. People left knowing the time was well spent.

What We Learned

This wasn’t just about refreshing an event. It was a reminder that meaningful change starts with listening, and that innovation doesn’t have to mean starting over. It can mean looking at what you already have and how to make it stronger and more human.

With the support of our volunteers, staff, and colleagues, we built an experience that felt timely, useful, and focused on what matters most to our members. Events need to keep changing to stay valuable. When you listen and adjust to what people really need, they show up, and they come back.

Meet the Author

Kirsten Shaffer, CAE

Senior Director
Association Management
Smithbucklin