The House (Exhibit) that Built Empathy
In the two earlier examples showing how to use the simple concept of a house as a strategic framework for a trade show exhibit, we found that a house could function as a lifelike demo area for technology products or as an announcement that a corporate giant in the...
Content Marketing Strategy: What It Is, Why You Need One, And What’s Included
If you visit the Accenture Life Sciences website, there is a compelling infographic, “The State of Content: Survey for Life Sciences,” where you’ll read, “Almost everyone spends more time managing the operational details of content management and production compared...
A Step by Step Guide to Creative Bravery for Healthcare Exhibitors
We get it: managing an exhibit program at a healthcare company is a tough job. Not only are you expected to develop strategy, but all the tactical work comes under your jurisdiction as well. And because the tactical part completely baffles most people—how does...
Healthcare Exhibit Strategy: Be in the Room Where It Happens
If you have been fortunate enough to see “Hamilton,” you no doubt remember a number in the second act when Aaron Burr, realizing that Alexander Hamilton, Thomas Jefferson, and James Madison are making a deal over dinner to support Hamilton’s...