Medical Devices and Clutter

An exhibition is a great opportunity to expose medical devices to potential users. Booth space can work well to present new features, launch of new devices and hands-on demonstration.

However, when walking in congress halls, many times one will find that big machines create a cluttered and uninviting space inside the booth area. Delegates can easily be turned off by a booth that seems to be choked with bulky apparatus.

This is another example where less is more. A booth has to have enough space that is welcoming and allows for pleasant atmosphere. If budget allows, go for ample space that shows all relevant devices with enough room for hospitality. If not, consider which devices are absolutely necessary and which are not.

Another approach is to remove clutter by the use of electronic forms of information. The combination of printed materials, posters and panels for every device can easily choke the booth space. Here, transfer of data into computerized presentation will free space and also create an attraction by its own right.

An example that worked well, is the booth that Tamooz designed for CaridianBCT at Medlab. CaridianBCT is a leading global provider in the blood banking, therapeutic apheresis and transfusion medicine industries. For the exhibition at Medlab, Tamooz has designed an architecture that locates the devices in the booth front, and balances the presentation by creating a 3D roofed architecture that defines hospitality space. The combination of architecture, simple shapes and brand color palette create a well balanced booth that is both inviting and achieves thorough presentation of devices.

Gilad Karni

Brand in Motion

A short branded animation is a good tool to be used at scientific meetings, round tables and booths.
A nice cost effective option is to create an animation from existing brand images and materials and add to them motion, text messages and music.

Here is a good example of such a brand animation that was created for the Reptiva drug and worked well to bring the brand to life.




Gilad Karni

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.

How to Make Physicians Stay?

Presenting in congresses is a common part of the marketing mix, and an important exposure opportunity. Yet, you are lucky if physicians spend more than a minute or two in your booth area before moving on to the next booth or to the next lecture.

A good example for making physicians spend more time with the company booth is the LEO Pharma design at EADV in Berlin a few weeks ago. Here Tamooz has built a booth shaped as an airplane. As doctors came to see the structure they were invited into the plane, and once sitted on real plane armchairs, they were "captivated" for a session of movie and messages delivered by hostaces.






















Gilad Karni