The world-first ‘dermathon’ conference is set to put Melbourne on an international stage, taking full advantage of digital solutions to maximise the reach of its event.

The XIII International Congress of Dermatology 2021 (ICD 2021) will run a continuous four-day program from 10-12 November, packing in 150 hours of presentations in a virtual format designed to boost international participation.

So far, delegates from 65 countries have registered to participate, including from far-flung places such as Tanzania and Jamaica.

Arinex senior events operation manager Alessandra Damant said the non-stop format of the conference was an exciting development.

“Ordinarily, virtual events struggle to obtain widespread international attendance due to time zone differences – so the committee decided to circumvent that by holding a dermathon,” Damant said.

“Putting a program of that size together has been a big task and the committee has worked incredibly hard to pull it off. Now we’re excited to bring it to the dermatology field!”

The conference will use design elements to showcase the host city of Melbourne to the fully virtual audience, weaving in facts on Victoria, videos about Melbourne, and clever branding with assistance from the Melbourne Convention Bureau (MCB).

While virtual events are not a substitute for in-person connections, MCB chief executive Julia Swanson said digital solutions have truly come into their own during the pandemic.

“Virtual events are an opportunity for business event organisers to ensure their events are maximising reach and growing their audience,” Swanson said.

“From a destination viewpoint, Melbourne’s integration into ICD 2021 provides for greater reach globally of the Melbourne brand, building on the captured audience of a live event via compelling content, our knowledge, industry strength and our people at the virtual podium beamed to a broader global audience.

“This increased awareness is not just beneficial to a destination’s visitor and tourism brand, but our city’s business and innovation brand.”