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

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.

Optimizing Contact Area

Lets assume that during the lecture breaks in congresses the physicians are actually eager to go and spend time in your amazing branded booth. How do you make sure that the booth area can handle all the traffic in an efficient manner? How do you optimize contact between doctors and displays? Between doctors and reps?

One solution is to increase circumference. To enlarge the surface area that delegates face. Instead of one display, divide your showcases to a few dislays. One big display might have the ability to stand 10 physicians around it while three smaller displays can accomodate 20 physicians.

At EASD in Vienna, Tamooz has designed a booth for Bayer Healthcare that presented to physicians a wide product line of glucose meters. In order to simplify and at the same time highlight new devices, we have produced a few showcases with each one presenting all devices and at the same time highlighting the most important ones. Each stand was capable of accomodating 6 delegates at the same time, and the reps had easy access to product information on multimedia screens.

Gilad Karni