Sumitomo: Two Brands, One Exhibit

Following Sumitomo’s acquisition of SDPO, Enzyvant, and Myovant—already Access clients—as well as Urovant and Sumitovant, the Sumitomo Pharma America’s (SMPA) exhibit at the American Urological Association (AUA) had to showcase two different products, Gemtesa and Orgovyx, from two different companies and feature distinct themes for each brand. The goal would be to consolidate multiple brands under a single corporate identity while providing the level of service legacy partners have come to know and expect from Access TCA.

Several considerations arise after an acquisition that impact the design and function of a congress exhibit. Both brands had distinct roads to commercialization, so displaying the two products meant different interpretations of compliance guidelines. Both brands had wildly different campaign themes, which led to very different existing exhibit components. The brands were also unique in that Gemtesa was solely owned and promoted by Urovant (now Sumitomo), but Orgovyx is supported by an alliance partnership between Myovant (now Sumitomo) and Pfizer Oncology.

Gemtesa is indicated for overactive bladder, while Orgovyx treats prostate cancer. The two drugs are dissimilar, but both had a place at AUA. The legacy Orgovyx exhibit borrowed a theme from its mechanism of action (MOA), often described as “diving,” with the drug rapidly lowering testosterone levels in men with advanced prostate cancer. The water theme was carried through in the exhibit, highlighted through eye-catching digital content and theatrical lighting. Gemtesa ‘s multi-year marketing campaign revolved around vacations and road trips–since with Gemtesa, the patient has to make fewer stops due to an overactive bladder.

The Experience

Planning for this show began in the summer of 2024, and due to the necessary reviews—promotional (PRC) and medical (MRC) —that start date turned out to be critically important. The year of planning also meant that there was turnover in the decision-makers for each brand during the planning period. Ultimately, we worked with six different individuals: two for PRC for each brand and two for MRC. Access served as the source of truth and institutional knowledge to help make those transitions seamless.

In SMPA’s first consolidated space to house both urology brands, their 50×80 booth space needed to allow the brands to shine without blurring the lines of their appropriate indications. Both brands used their existing marketing campaigns in their designated portions of the booth.

The exhibit brought updates to Orgovyx’s interactive game.

Gemtesa’s new photo opportunity featured the Gemtesa car speeding away on vacation.

In order to differentiate space and assuage any compliance concerns, the central area dividing the commercial products was created for hospitality and dedicated meeting space for scheduled or ad hoc KOL engagements.

Uniquely, each product also had its own medical affairs needs, one with the Sumitomo brand, the other with Sumitomo/Pfizer alliance branding to support reactive medical discussions.

In addition to merging these brands on the show floor, Access supported onsite logistics including housing and registration as well as onsite support and management of in-booth meeting room schedules.

Mergers and acquisitions always come with their own set of challenges, but early planning, strong partnership, and a deeply rooted understanding of the corporate and brand goals and objectives resulted in a show-stopping presence.