International Booth In USA

A big share of physicians attending congresses in the US come from abroad, so it is important that marketing efforts are directed both to local and international audiences. However, the drug labeling often differ between countries, and cetrain information or messaging that is approved for the international audience might not be approved for presentation to American one.

So how can you present information in a medical both that is aimed only to international audience? How to prevent American physicians from being part of the exposure?

A good example is the booth that Tamooz has designed for Roche at the American Association of Hematology annual meeting in New Orleans. In this case, the international MabThera (Rituximab) booth was designed as a closed space where only international delegates were allowed in.

As physicians came in they found an intimate space secluded from all the hustle and bustle of the exhibition floor. Excellent Italian coffeee together with an inviting sitting area imitated a European coffee house which was appreciated by the international delegates. The booth has served as a good platform for generating discussions between the delegates and Roche representatives.