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Hologic
ECR 2022 Congress
Create a highly engaging congress experience to represent Hologic’s Breast & Skeletal Health division, for ECR 2022, driving delegate awareness of their ‘Breast Health Continuum of Care’.
Held annually in Vienna, the European Congress of Radiology (ECR) pushes the boundaries of medical congress. With highly visual educational pieces, it prevails as one of the leading events in radiology and the largest meeting of radiologists in Europe. This extraordinary event is held in such high esteem, that the quality of the exhibitions are almost as breath-taking as the cutting-edge science presented within them.
To ensure their presence made impact within the competitive environment, Hologic collaborated with TMC to drive their congress offering to the ‘next level’, developing an entire ‘hall’ to house informative messaging and visuals. Leveraging the unique audience of ECR to market their pioneering portfolio of breast and skeletal health solutions, worked in synergy with their wider marketing campaigns, both digital and print.
Our Solution
Having established the quality and complexity required to create a unique point of difference for delegates, Hologic collaborated with TMC to begin developing a suite of rich campaign visuals. Our teams continued adopted an ongoing refinement through a staged approach to messaging and visuals to create a space that drew visitors to the stand. Content needed to centre on the value proposition of their ‘Breast Health Continuum of Care’, delivered in clear, concise points that were digestible, regardless of time spent within the booth.
As radiology professionals, radiographers, physicists, and industry representatives would be walking the floor, messaging needed to remain value-led and applicable to a broad audience. Visuals sat beneath the tagline “Unlock the advantage of time across the Breast Health Continuum of Care”, showcased through floor vinyl and graphic panels.
To create a physical narrative within the stand, ‘rounded’ booth pieces partitioned the space and provide separate areas for meetings, impromptu discussion and exploration of materials. In contrast to many of the more traditional booth designs, the stand provided delegates a different experience, encouraging physical movement through the messaging and into direct contact with Hologic representatives.
Exploring new functionality
Journeying deeper into the environment provided delegates with access to the ‘Scientific Innovation Hub’. This space dedicated itself to offering medical education sessions, surrounding the latest and upcoming insight into breast and skeletal health solutions. To house this within a more segmented area, whilst remaining part of the wider Hologic stand, teams designed panels with imagery and messaging evocative of a ‘classroom’ which encased a seating area.
Across the entire experience, assets flowed from one to the next with consistent Hologic branding and corresponding imagery and graphics. Strategic usage of the women’s gender symbol and Hologic Breast Health diagrams used across the event, made the booths’ purpose clear, catching the eye of key players in the radiology landscape.
TMC concept, build and deliver experiential environments, booths and stands, which effectively increase engagement with target audiences. Through understanding purpose and the current landscape of the industry, our teams push boundaries and create high impact.
What next?
Ready to power your congress attendance with innovative booth designs and media?
If you are interested in an obligation-free conversation about how we can inform and collaborate towards in-person events, please contact us on: +44 (0)1260 295700 or email hello@wearetmc.com.
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