One size does not fit all. That’s true for both clothes and exhibitors. If one trade show strategy worked perfectly for everyone, booths would all look the same, set apart by logos and color schemes alone. For medical device sellers and marketers, the trade-show challenge lies in coming up with a booth that showcases their products and adheres to the high standards of expertise and professionalism expected by the medical industry while still managing to stand out on a crowded venue floor.
The best medical device trade show exhibit is the one that does the best job of helping you accomplish your goals. With that in mind, here are some ideas to help your display stand out in a crowded field:
Medical Device Trade Show Design Idea: Be Seen
As with any other trade show, you’ll want to draw visitors to your booth at a medical equipment exhibition with clear, eye-catching visuals and signage. Vertical displays above your exhibit will make you visible in all directions, even from a distance. High-resolution, large-scale graphics are also a must. This isn’t a job for your standard office printer.
If your booth is small, sightlines become especially important. Don’t block your own signage with other booth elements. When it comes to banners and signs, choose your words carefully—cramming too much information into a limited space is a great way to ensure your message will go unread.
The same theory applies to larger exhibit spaces: Make your signs legible, keeping the focus on your product or device’s name and benefits. Required details such as clinical trial results may be in smaller print, though be sure you’re aware of all regulations as to how and where they must be displayed.
Medical Device Trade Show Design Idea: Be Engaging
The traditional strategy of exhibitors at medical device trade shows involves attracting buyers and persuading them to learn more about the products on display. While you want the merits of your devices to be front and center, your booth doesn’t have to be somber or overly academic. Medical industry professionals are human too, so you can make your exhibit inviting and engaging without being overly worried about a lack of gravitas.
Maybe that means featuring an open area in your booth for presentations and demonstrations. If gamification—incorporating game elements into your display to encourage audience engagement and participation—will help you attract visitors to your exhibit, you can consider that route, whether that involves pop quizzes, raffle drawings, video games, or any other fun activity you can imagine. Free giveaways are also a popular and welcome option. As long as it’s all in line with your branding and your goals, creating a space where people naturally congregate is an excellent idea.
Medical Device Trade Show Design Idea: Be...Medical
Having mentioned branding, it’s worth noting how antiseptic cleanliness plays well at medical device trade shows. While you don’t want your display to include so much stark white space that potential visitors feel uncomfortable, you do want your exhibit to convey the rock-solid research and medical expertise behind your products. Aim for clean lines and uncluttered spaces in your booth. On a scale from Apple store to Chuck E. Cheese ball pit, aim for the former.
It may seem like a given, but professional behavior is a must as well. You want your display to radiate respectability, knowledge, and experience. To that end, your booth personnel need to look and sound the part. Outfit your staff in a cohesive and professional uniform, such as suits or clean shirts emblazoned with your company logo. Make sure every member of your booth staff is ready to give a sales pitch at any moment; they should also be able to field questions about product specifications, pricing, and any other information needed to close sales on the spot.
Medical Device Trade Show Design Idea: Be Demonstrative
In order to interest medical industry experts in your device, you’re probably going to have to show them how it works. Demonstrations have become so integral to medical device trade show success that many exhibitors dedicate a substantial amount of booth space to them. Depending on the size of your space, it may make sense to feature multiple areas for demonstrations. This is especially true if you’re promoting more than one product at the show.
The demonstration itself needs to be well-rehearsed, engaging, and short—ten minutes or less is the general guideline. Demonstrations are a key part of your sales pipeline, so put your most charismatic and outgoing people on the job. Your chosen demonstrators should combine the expertise of a trained clinician with the unflagging brio of a carnival barker. Draw attendees in with signs, announcements, and the device itself; if your device has moving parts, keep them in motion to attract attention from passersby. Keep the focus on the benefits of your device, and distribute brochures and product sheets to all visitors.
Medical Device Trade Show Design Idea: Be Information-Rich
Like many professionals, doctors and medical industry experts deal with enormous amounts of data daily. As a result, they appreciate information presented in ways that allow them to quickly absorb pertinent details and make informed decisions. Aid them in this process by presenting information about your medical devices in multiple ways throughout your space, such as with kiosks and monitors that display key points in highly-legible fonts and graphics. Interactive touchscreens are great for disseminating more detailed information, since they let visitors decide for themselves how deeply to dive into the subject.
Be aware of the danger of non-compliance penalties from the Food and Drug Administration (FDA) and other regulatory agencies for exhibits that fail to properly display fine print or that promote devices for purposes other than their approved uses. This Exhibitor Online article has a good rundown of organizations that regulate pharmaceutical exhibiting; for information specific to medical devices, pay particular attention to FDA and Advanced Medical Technology Association (AdvaMed) guidelines. Ensure that your display is compliant from the start—and double-check during the event.
Medical Device Trade Show Design Idea: Be Professional
A great deal of time, effort, and planning goes into creating and launching a successful medical device trade show display. Even if your booth is relatively small, making sure every detail gets the proper attention is more than a one-person job. That’s one of the reasons to partner with a professional, experienced trade show design company. Professional trade show exhibit designers work with world-class artisans and crafters to plan and create a display that can help you reach all your goals. A professional trade show exhibit design company will provide you with a unique and attention-grabbing custom display, while making sure it’s all done properly, on time, and within your budget.
ProExhibits has helped some of the world’s biggest brands achieve their trade show goals for more than 30 years. Our unique, award-winning exhibit designs have influenced audiences worldwide. If you have a show on the books or are planning your event calendar, let us know. We look forward to helping you reach your audience and make a great impression. Contact us today.