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Trends and Future Directions in High-Impact Medical Conference Exhibits
Written by Justin Sodano on Friday, November 28, 2025
OPEN Health has extensive experience creating exhibition booths that deliver measurable impact at medical congresses, producing over 100 of them for clients since 2022. But creating a high-impact booth isn’t just about design, it’s about strategy, science, and storytelling. Justin Sodano, OPEN Health’s Global Head of Creative Strategy, reflects on the trends from major conferences in 2025, and what’s next.
The Strategic Difference: Medical vs. Commercial Booths
Not all booths are created equal. Medical Affairs booths serve a very different purpose from commercial booths. While commercial spaces often focus on brand visibility and promotional messaging, medical booths are about credibility, education, and compliance. They must:
- Present complex scientific data in a way that is accurate, balanced, and engaging.
- Enable peer-to-peer exchange with healthcare professionals.
- Navigate strict regulatory requirements without sacrificing creativity.
For large pharma, the challenge is even greater when managing portfolio booths that bring together multiple brands, indications, and stakeholders with competing priorities. This is where OPEN Health makes a difference, simplifying complexity into a clear, cohesive narrative that encompasses both medical and commercial objectives, while ensuring compliance.
The State of Medical Congresses in 2025
In-person attendance at prominent medical conferences has rebounded to pre-pandemic levels.1 For example, ASCO 2025 saw 44,900 registrations and 7,400 exhibitors.2 Across major meetings like ASCO, ESC, ESMO, or ASH, booths are becoming more immersive, interactive, and strategically designed to engage diverse stakeholders.
But what does “high-impact” really mean? Increasingly, it’s about measurable engagement and ROI—not just visual appeal. Metrics such as booth traffic, dwell time, content interactions, and symposium attendance are now critical. Some organizers, like ASH, have introduced RFID tracking and analytics tools to help exhibitors quantify success.3
Key Trends Observed in 2025
- Massive Video Screens: Towering displays—sometimes over 30 feet high—create cinematic experiences and flexible messaging opportunities.
- Patient-Centered Storytelling: Warm, inviting environments that feel like wellness spaces are on the rise.
- Interactive Technology: Touchscreens, transparent OLED displays, and holographic elements make scientific content more engaging.
- Gamification: From digital games to physical challenges, playful mechanics help simplify complex science.
- Bold Physical Design: Large-scale 3D-printed sculptures and artistic elements add personality and scientific depth.
- Immersive Experiences: Virtual environments and holographic libraries are blending education with innovation.
- Hospitality: Coffee bars and snack stations remain a staple for networking and engagement.
Our Point of View: What’s Next?
While these trends are exciting, the future of congress booths will demand strategic integration of science, creativity, and technology. Here’s where OPEN Health adds value:
- Navigating Complexity: Large pharma often invests in portfolio booths that must serve multiple stakeholders with competing priorities. We help create a clear, cohesive narrative that unifies messaging across different therapy areas.
- Compliance Expertise: For medical booths, we ensure creative solutions remain fully compliant with regulatory requirements and diverse stakeholders.
- Elevating ROI: Beyond design, we focus on data-driven strategies, leveraging analytics to measure engagement and optimize future investments.
- Future-Ready Experiences: Expect to see more human-led, AI-driven personalization, AR/VR environments, and integrated omnichannel storytelling that extends beyond the congress floor.
Ready to make your next booth unforgettable—and measurable?
Reach out today to learn how OPEN Health combines deep scientific expertise, creative excellence, and advanced technology to deliver high-impact experiences.
OPEN Health. The right combination to unlock possibilities.
About OPEN Health
At OPEN Health, we connect visionary minds, pioneering science, and advanced technology to drive real impact. By uniting people, science, and technology, we activate new opportunities for biopharma innovation. Our expertise across medical affairs and market access unlocks faster, smarter routes to market. We are committed to improving patient outcomes worldwide.
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1 https://pmlive.com/pmhub/amiculum_limited/whats-next-for-scientific-congress-booths-five-trends-for-2025/ accessed 21 Oct 2025
2 https://www.asco.org/annual-meeting/networking-exhibits/previous-meeting-demographics accessed 21 Oct 2025
3 https://events.jspargo.com/ash25/custom/pdf25/ash2025dataandinsightsprospectus.pdf accessed 21 Oct 2025