The medical industry is highly competitive. Whether relying upon a medical trade show exhibit, advertising, or word of mouth, medical companies are always looking to establish themselves as the premier providers. That’s why it’s so important to get a medical trade show exhibit right. There’s a lot of stakes in investing in a booth space, sending subject matter experts to a show and then hoping to get enough leads, prospects or customers out of the event. Try the following tips to improve your medical trade show exhibit ROI:
Focus on Unique Medical Trade Show Exhibit Design
We all know people in the medical field are very busy. Often times, that translates to someone saying we’ll just use show services. However, if you use show services for your trade show exhibit, then you have a high probability of just blending into the crowd. When you’re a teenager at a new school, you want to blend into the crowd and just get through it. But if you’re a premier medical business, you want to stand out from the crowd. This is why medical trade show exhibit design is so important.
What story are you telling? Have you developed a new procedure, a new tool, a machine that does something that no one else can do? Why would you settle for middle of the pack? Instead, think outside of the box. Focus on ideas that can grab people’s attention at a medical trade show so you leave them with the “wow” factor. The “wow” factor can be a number of things- a life sized prop of your technology, unique signage, an exhibit that almost looks like it’s hanging on by a thread… the sky is the limit! Think of how your medical trade show exhibit can capture the audience’s attention and propel your business into the spotlight.
Get the Crowd Riled Up and Keep them Wanting More
A medical trade show exhibit is often confused for being boring. This doesn’t have to be the case. What if your business decided to make a spectacle big enough to make ripples across the trade show floor? Experiential events are a huge trend in trade shows right now. The medical industry can take advantage of this in a number of ways- touch screen technology, gamification, immersive experiences forcing people to solve complex puzzles to better understand the medical device or software, and even mascots drawing attention to the exhibit. Whatever you can conceive of, your exhibit design house partner can help you to deliver.
Ditch the Printed Materials and Instead Focus on Relevant Messaging
A common misconception of medical trade show exhibit design is that businesses can just cram their graphics full of text to explain everything before someone walks up to the trade show booth. But that’s not how people are wired. At a trade show, people respond to strategic messaging. This means the who- your brand name, the what- your product or service, and the why- your unique value proposition ideally positioned just a tick above the eye line. Used in combination and without a cacophony of messages and crowded imagery, your exhibit can draw people in and keep them there. By keeping the messaging relevant, your medical trade show exhibit can stand out among the crowd instead of blending in with overly wordy and disjointed graphics.
When exhibiting at your next medical show, keep these medical trade show exhibit design principles in mind. It’s important that you pay attention to who you want to attract, why, and how you’re going to accomplish those goals. It’s not easy if you’re the new guy, and it’s not fun if you go too far down the wrong road and miss the mark. Keep these tips in mind and you can hit a home run at your next trade show.
