SEdO Murcia 2025: Redefining orthodontics for a new generation

When the Spanish Society of Orthodontics and Dentofacial Orthopaedics (SEdO) appointed Reed & Mackay to deliver its 71st Annual Congress, the objective went far beyond producing a high-calibre scientific meeting. SEdO sought to reposition itself for a new generation of orthodontists – modern, relevant, and deeply connected to the realities of today’s clinical professionals.

Reed & Mackay approached this mandate as a transformational initiative. The goal was to create a scientific, educational, and social experience that would elevate SEdO’s profile, expand its influence, and strengthen a sense of community among clinicians, industry, and emerging practitioners. Over three days, the Víctor Villegas Auditorium and Congress Center became a dynamic ecosystem of learning, interaction, and inspiration, hosting more than 1,000 attendees from across Spain.

The Congress also benefitted from strong institutional support, including the official opening by the Minister of Health of the Region of Murcia, Juan José Pedreño, and logistical collaboration from the Murcia City Council and the Murcia Convention Bureau.

Challenges
Reed & Mackay had to navigate several strategic and operational challenges in delivering SEdO’s flagship event:

Repositioning a traditional congress: SEdO sought a modern, inclusive, and engaging format without compromising scientific rigour.

Diverse professional needs: The programme needed to appeal to senior specialists, young clinicians, academics, aesthetic medicine professionals, and interdisciplinary dental practitioners.

Expanding SEdO’s audience: The Society aimed to broaden its reach beyond orthodontists.

Delivering a seamless attendee experience: With over 1,000 professionals, 30 speakers, 23 sponsors, 14 exhibitors, and more than 15 workshops, flawless logistics, AV, navigation, and digital tools were essential.

Strategic repositioning: The event needed not only to succeed operationally but to reposition the Society within a new framework of relevance, visibility, and forward-thinking engagement.

Solutions
Reed & Mackay delivered a comprehensive, strategy-led solution that reshaped SEdO Murcia 2025 into a modern, engaging, and future-ready congress.

Strategic repositioning and vision alignment: Working hand-in-hand with SEdO’s Organising Committee, Reed & Mackay redefined the Congress’ positioning to reflect contemporary orthodontic practice. The programme structure, visual identity, communications, and spatial design were all rebuilt around a more connected, audience-focused vision. National and international speakers played a key role in elevating scientific depth and diversity.

Content innovation and scientific excellence: A modular scientific programme combined roundtables, keynote lectures, clinical workshops, and live demonstrations.

A defining feature of this edition was its strong emphasis on facial harmony in orthodontics, integrating aesthetic and functional perspectives and positioning SEdO at the forefront of modern practice.

The pre-Congress became a strategic activation point. For the first time in SEdO’s history, it was opened to all dentists, not only orthodontists – attracting wider professional audiences. Led by aesthetic medicine expert Carla Barber, the session successfully expanded SEdO’s reach while maintaining scientific integrity.

Experience design and production: The venue was transformed through tailored staging, lighting, AV production, LED screens, intuitive signage, and optimised spatial planning. A dedicated event app enhanced real-time communication, navigation, networking, and workshop booking.

Practical learning at scale: More than 15 hands-on workshops were delivered, supported by dynamic capacity management systems to ensure accessibility and meaningful learning experiences. Commercial partners enhanced industry engagement and practical value.

360º Communications strategy: A multi-phase communications campaign maximised reach and engagement:

• Pre-event: thematic content, teasers, and speaker announcements
• During event: live interviews, reels, behind-the-scenes footage, and real-time updates
• Post-event: wrap-up videos, training microcontent, and analytics-driven insights

Purposeful networking and community building: A vibrant curated social programme strengthened the sense of community, including a welcome cocktail at the historic Mercado de Correos, the Gala Dinner at Finca Buenavista (two Michelin stars) and a closing celebration at Luminata. These experiences created memorable opportunities for connection and professional exchange.

Outcomes
The 71st SEdO Congress delivered measurable scientific, organisational, and reputational impact.

Participation and engagement: Exceptionally high levels of engagement were achieved across all programme components. Delegates flowed seamlessly between scientific sessions, workshops, and networking activities, creating a vibrant and interactive congress atmosphere. The quality of contributions from speakers, sponsors, and exhibitors further elevated the attendee experience.

• 1,000+ attendees from across Spain
• 30 national and international speakers
• 23 sponsors and 14 exhibitors, representing more than 50 brands
• High engagement across hands-on workshops, plenaries, the exhibition, and social events

Digital and social reach: The Congress generated strong digital impact, driven by its integrated 360º communications approach. Live updates, reels, stories, interviews, and real-time highlights significantly expanded visibility beyond the venue. Post-event multimedia content continued to drive engagement, extending the Congress’ educational value and strengthening SEdO’s online community.

Strategic impact for SEdO: The Congress delivered meaningful strategic benefits. SEdO emerged with a strengthened institutional identity: more modern, accessible, and aligned with contemporary orthodontic practice. The event deepened relationships with clinicians, academics, sponsors, and public institutions, while successfully engaging new audiences in aesthetic dentistry and interdisciplinary care. The refreshed model is scalable for future editions, ensuring long-term value for the Society.

Legacy: SEdO Murcia 2025 left a meaningful legacy for the orthodontic and dental community by promoting innovation, elevating scientific dialogue, and enhancing practical training. Its interdisciplinary focus and integration of aesthetic–functional approaches reinforced SEdO’s leadership in shaping the future of orthodontic practice in Spain.

Reputation and experience gains: The revitalised Congress was widely regarded as a turning point for SEdO – strengthening member pride, raising national visibility, and setting a new benchmark for scientific events in Spain.

Through strategic vision, creative programme design, and flawless delivery, Reed & Mackay transformed SEdO Murcia 2025 into far more than an academic meeting – it became a catalyst for organisational renewal and professional growth. As SEdO continues to evolve, this Congress stands as a defining milestone, demonstrating how a modernised event model can elevate scientific exchange, inspire community, and expand the Society’s influence.