"Since the bureau was established over forty years ago, there's been a consistent trend of medical meetings," Viscasilllas says. And that's really no surprise, considering that 14 out of the top 20 medications consumed in the US mainland are manufactured on the island. The same goes for medical device companies, dozens of which have offices in Puerto Rico. That history, plus the fact that the convention center will eventually be able to accommodate an estimated 10,000 visitors, can only help make the case for larger, regional (and some national and international) meetings of medical specialty societies and healthcare associations.

Rainforest Teambuilding

That may be true, but there's still the challenge of bringing doctors to an island. The concern is that companies might appear to be hosting them for recreation, which, of course, can be construed as inducement. But Gamundi, whose company is a member of the medical device trade organization AdvaMed, feels confident that companies who are careful can send a clear message that their intentions are to invite doctors for training and education only not for a romp on the beach.

Starry night At the Sol Meliá Paradisus Puerto Rico resort, even the blue skies are included.

As a board member of the PRCB, Gamundi says that to compete with the myriad other places in the world that have convention centers, it will be a matter of applying creativity and innovation to the promotional effort. "We must establish a value-add, which is excellent service, the fact that we are bilingual, have good hospitals, and broad representation of the pharma and medical device companies from around the world," he says.

Meeting by the sea Can groups get work accomplished on the beach? You never know.

Viscasillas says the vast majority of business that PRCB generates comes from the mainland. Each regional office—New York, Chicago, Washington, Miami and San Juan—has a pharma-industry specialist in the corporate business territory. PRCB's Ambassadors Program asks local healthcare professionals who are affiliated with Puerto Rico's medical schools to use their contacts on the mainland to help attract medical meetings business to the island.

"One of our greatest assets is our doctors working in academia who are very involved in national associations on the mainland," says Viscasillas.

They've already found success: Twice, the American College of Cardiology has held it's International Conference in San Juan.

Mind the Code Wondering if these associations worry about the guidelines? The PRCB is sensitive to the issues, which is forcing them to think of ways to minimize the quid pro quo perception of doctors traveling to an island destination. But there hasn't been an impact on business yet, says Viscasillas.

The Paradisus' Hernandez echoes the assessment that companies are still in the business of hosting physician meetings in Puerto Rico, primarily because most of them come from Latin America and Europe, where there is less pressure from PhRMA and AdvaMed Codes. Besides doctors, she says the resort regularly accommodates incentive trips and training meetings for pharma sales reps.