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Hologic
ECCMID & EUROGIN 2023 Congresses
Deliver immersive, branded booths designed to engage delegates attending ECCMID and EUROGIN 2023, showcasing a display of systems and products to a highly valuable audience.
As society returns to pre-COVID practices, Hologic Diagnostics continue to leverage the value of pioneering congresses such as ECCMID and EUROGIN 2023, as delegates begin to show preference for in-person events and the ‘human to human’ connection they provide. Through high quality congress booth designs and interactive pieces, Hologic have looked to visualise their suite of products to boost engagement and nurture lead generation.
As the leading Congress of Clinical Microbiology and Infectious Diseases in Europe, ECCMID provides the ideal location for audience engagement with Hologic Diagnostics Panther® Scalable Solutions, with a specific emphasis on their market leading assay options; Panther and Panther Fusion. With attendees ranging from Microbiologists to Lab Managers, Hologic Diagnostics recognised the opportunity to speak to an incredibly relevant audience, collaborating with TMC to produce rich media that would accelerate delegate participation with the stand.
Translating HPV research into clinical practice, EUROGIN offers several beneficial networking opportunities as the leading International Multidisciplinary HPV Congress. Clinicians, researchers, scientists, and professionals gather within the event to discover the latest scientific developments in the field. Hologic used their Aptima® HPV assay, as part of their wider portfolio, to provide a unique point of difference and value proposition, to engage delegates.
The Results
16,000+ ECCMID Attendees
75 Countries at EUROGIN
246 ECCMID Exhibitors
Our Solution
Having an accurate understanding of the latest trends and advancements within the medical congress space is essential to creating a captivating and commercially viable booth experience. Supporting Hologic in the delivery of multiple experiential events, TMC regularly attend a more broader scope of congresses to witness first-hand the effects of interactives, gamification, graphics, and user journeys, on the delegate experience.
Having attended other ECCMID sub-speciality events, the TMC team had a clear understanding of the most engaging formats adopted by the wider industry. With a focus on the Panther Scalable Solutions, the tagline ‘’Simplify and scale the future of diagnostics”, was used as the hero asset projected across the 10m x 6m space. The language tapped into the motivational drivers of the audience – reinforcing the need for efficiency and an element of ‘future-proofing’ operations.
Our teams collaborated to concept 19 individual graphic panels, each integrating a range of imagery, visualisations, and messaging to create a flowing narrative. Each uniquely sized, some encased a smaller 4-wall section, with other pieces used at the entrance to the booth or to create partitions and ‘meeting spaces’ to really capture delegate attention and exude a professional look and feel.
Looking beyond congress
Ensuring attendees transition from the experiential to the digital marketing funnel, beyond the event, allows the Hologic Diagnostics marketing team to effectively measure impact and nurture viable leads. To enable this, during EUROGIN 2023, Hologic Diagnostics and TMC capitalised on the opportunities available within print, establishing a campaign landing page which would support the mRNA strand focused congress booth design, alongside visualising data captured in related studies. Designers incorporated a QR code into the artwork to make a greater depth of information easily accesible to elevate Hologic Diagnostics offering.
Immersive product walkthroughs
With bold visuals and messaging clearly showcasing the ability to detect viral mRNA over DNA, the branded booth acted as an immersive walkthrough of the Aptima HPV assay and Molecular Testing. High quality, 3D mock ups and intricate mRNA strands, sat alongside the key taglines, “leading automation and assays for every cervical screening algorithm”, and were bought to life across 3 large panels.
Throughout the congress booth design creation process, collaboration is key. Identifying the audience and purpose for attending the event creates the pathway for designing an effective booth helping achieve commercial goals and justify the resource. TMC creates a streamlined process between client and agency to ensure in-person design and builds meet and exceed expectations.
What next?
Looking to drive your congress booth design offering to the next level through strategic insight?
If you are interested in an obligation-free conversation about how we can elevate your in-person campaigns, please contact us on: +44 (0)1260 295700 or email hello@wearetmc.com.
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