Medical Affairs: Insmed’s 20×20 Booth
At Access, our pharmaceutical clients often choose to include a separate exhibit on the show floor highlighting the science that powers the therapy. The FDA requires that these medical affairs exhibits be free of product branding and display only the company name.
However, too often, medical affairs exhibits fail to engage. Insmed aimed to capture not only the CHEST audience’s curiosity about the science but also to improve the exhibit’s visual appeal.
The Experience
In an experiential environment where attendee connection with the brand is crucial, this Insmed Medical Exhibit not only provided information but also created opportunities for selfies. “The ultimate algorithm,” says David Adler, which enhances brand memorability more effectively than handouts and videos.
In his Substack, Gathering Point News, Adler writes, “The goal is to make every attendee feel they are part of something irreplaceable — that being in that room is worth more than a hundred casual views from home. Let the in-person experience become the content engine for everything else. Audiences follow energy.”
The energy in this exhibit came from the tree’s LED lights, housed in 3D-printed nodes.
The colors of the lights change according to the frequency of the emitted color.
The screens on the sides of the booth display the Insmed pipeline, and the OLEDs—organic light-emitting diodes—in the front of the booth show the patient journey. Each screen displayed two parts of the journey.
I wanted to take a moment to extend my sincere thanks for the incredible work you did on our recent history-making first-ever Medical Affairs exhibit at CHEST. From start to finish your team’s professionalism, creativity, coaching me off the ledge, grace under pressure, and attention to detail were exceptional.
The exhibit design was nothing short of stunning; the layout, the flow, and especially BEATRIX [the tree] as a central focal point with the ability to see it from all over the convention center, truly brought our vision to life. As predicted, it became the highlight of the space and drew so many positive comments from attendees, (both the HCPs and competitors!). Your ability to combine artistry with functionality really made the entire booth shine and become the buzz of the show floor!
Leadership was thoroughly impressed, and I have to admit — you made me look very good in the process! It’s rare to find a partner who goes above and beyond in both service and execution and you certainly did that.
Please extend my gratitude to everyone involved in the project as I know it takes a village so I’m certainly missing some, especially the team who came to see their work on the tree come to fruition and work on the final lighting colors, and Justin and Mario from D&J. It was a pleasure working with such a talented and dedicated team and I’m already looking forward to our next iteration at ATS!
With gratitude and, as always, a thank you for your partnership.
Event Highlights
