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 Family or Separated Brands?

You have a drug or a medical device which deserves and needs a strong brand recognition. And then you have the research and/or technology that supports the drug or device that can enjoy branding in its own right...

Should they have completely separated branding or related branding?

Technology and research form the scientific and medical support for the product. Bold branding of it might seem inappropriate. However, a recognizable connection between the product and its scientific foundation provides a strong link to the most important messages of the brand.

I think such cases need careful examination. There is no one right answer. The right approach depends on the therapeutical area, the type and scope of studies, and the strength of the existing brand, among other things.



For Saizen, a growth hormone made by Merck Serono, the approach to build a strong family brand was a good solution. The branding of scientific projects with relation to the brand family meant an immediate differentiation. In the mind of physicians, there was a strong relation between Merck's product and significant research.

Gilad Karni

Vintage Labeling

The International Museum of Surgical Science in Chicago holds an interesting collection of vintage apothecary shop remedies. These were popular concoctions sold in retail shops with great success.

Shown here are some of Lydia E. Pinkham's patent medicines that enjoyed widespread popularity from the 1870s that remained common well into the 20th century.

Apothecary is a historical name for medical professionals who offered ingredients for medicine, patented medicine and general medical advice in the days prior to modern sciences of chemistry and pharmacology. They are considered the precursors to today's pharmacists.

Gilad Karni