Inside the 2025 SONO Symposium: Why This Hospice Event Stands Apart

Each year, a unique and transformative gathering unfolds in the Arizona desert—one that doesn’t look or feel like your typical healthcare conference. This year’s SONO Symposium once again reminded us why it holds such a special place in the hospice care community and why it’s one of the most meaningful events we’re honored to be part of.

The SONO Symposium isn’t about hard pitches or sales decks. In fact, it’s quite the opposite. It's a “sales-free zone,” where any attempt at a hard sell results in a $100 penalty—literally. But in that space of intentional restraint, something much more valuable happens: honest connection, transparent dialogue, and the kind of relationship-building that has a lasting impact long after the event ends.

Creating Space for Conversations That Matter

What sets SONO apart is its format. It’s invitation-only, intimate by design, and rooted in a spirit of mutual respect and shared learning. This year, 35 hospices attended—some current partners, others prospective, all hand-picked for their commitment to excellence and mission-driven care. For the Qualis team, the symposium wasn’t about closing deals - it was about opening doors to collaboration, to understanding, and to the future of hospice innovation.

Attendees arrived on Tuesday and stayed through Friday, immersed in an agenda that felt more like a retreat than a conference. Think rooftop dinners, a local rodeo, thoughtful sessions, and organic mealtime conversations that sparked real insight. Meals weren’t catered networking events—they were shared experiences. Vendors and hospices were randomly assigned to lunch spots around town, allowing for casual but impactful conversations that often led to deeper curiosity about who we are and how we serve.

From Rooftop Tacos to Real ROI

Some might wonder if a “sales-free” symposium can deliver business value. For us, the answer is a resounding yes. The structure of SONO fosters a unique environment where conversations are more open, relationships are more genuine, and opportunities to collaborate emerge naturally. By the end of the week, the guardedness that often defines traditional conferences had melted away, replaced by trust and curiosity.

And while the follow-up pipeline isn’t filled with business cards in a fishbowl, it’s rich with quality leads—real conversations with decision-makers who are already envisioning what a partnership could look like. Several attendees who’d previously been hard to reach are now actively engaging in follow-up conversations. 

The Power of Shared Experience

SONO isn’t just about vendor-hospice conversations either. It’s a peer-to-peer think tank, where hospice leaders from across the country support each other with ideas, advice, and shared experiences. One moment that stood out this year involved two hospice leaders from Montana who were preparing to launch a palliative program. They connected with peers who had walked that road already and received practical, real-world guidance they wouldn’t have found anywhere else.

These kinds of interactions aren’t accidental—they’re baked into SONO’s DNA. Whether it’s discussing EMR transitions, operational challenges, or best practices in patient care, attendees find themselves surrounded by people who "get it" and are ready to help.

A Well-Oiled Machine with a Heart

Behind the scenes, SONO is a carefully choreographed effort. From curated sessions that prioritize group dialogue over one-way presentations, to thoughtful logistics that ensure everyone feels welcomed and included, every detail is intentional. As one participant put it, SONO manages to feel like both a masterclass and a family reunion.

At Qualis, we’ve always believed that DME is more than equipment—it’s a reflection of the hospice itself. SONO gives us a platform to live that belief, to listen deeply, and to contribute meaningfully to conversations that ultimately impact patients, families, and care teams.

Looking Ahead

We’re already looking forward to next year’s SONO Symposium. In fact, ten attendees registered for 2026 before they even left Tempe. That kind of enthusiasm speaks volumes.

Whether it’s your first time or you’re an alum, SONO continues to offer something rare in our industry: a space where competitors become collaborators, vendors become trusted partners, and the patient always remains at the center.

We’re grateful to be part of it. See you next year!