Let’s face it, most exhibition stands at MedTech events look the same.
A few pull-up banners, a looping video, some free pens, and a rep hoping to scan badges before the coffee runs out.
But the best congress experiences? They’re electric. They’re immersive. They start conversations that lead to action, long after the lanyards are packed away.
Following our recent visit to the European Wound Management Association Congress (EWMA), we’ve got four key takeaways to help healthcare marketers and medical device teams turn passive presence into active punters.
Whether you’re planning a global exhibition or a regional sales booth at a medtech event in 2025, these insights will help you make a lasting impact.
1. First step? Follow up…
Some tactics we know work well at MedTech events:
- QR codes linking to short, clinical-value-packed videos for later viewing
- Rep-triggered automations (“spoke to us about post-op wound care? Get a case study sent tomorrow.”)
- Custom interactive landing pages with congress-only resources to segment interactions
One of the smartest moves? Setting clear objectives for follow-up based on contact behaviour, not just presence. A badge scan is not a signal of intent, what happens after matters more.
2. Make it hands-on, or be forgotten
At every successful booth we visited, physical interaction was a major draw, and it’s not just a gimmick. Hands-on demos allow healthcare professionals to engage directly with your technology, understand its real-world application, and ask deeper questions.
Think:
- Experience the condition with immersive simulations
- Interactive maps that people explore at their own pace
- Voting and insight collection with tactile methods: tokens, stickers…anything to contribute to a bigger picture
If the lead journey starts on the stand, you’re already late. Congress floors are crowded. Not just with people, but with distractions. Even if your booth is buzzing, many interactions will be fleeting. That’s why your follow-up strategy needs to be baked into the plan before the stand is built.
This kind of haptic engagement creates a visceral memory. Plus, it provides your reps with more natural openings to explain clinical benefits in context.
3. Listen like you mean it
We said it there and we’ll say it again, we had the coolest job at EWMA because we got to interview thought-leaders and customers about their challenges, their innovations, and what they really think the opportunity is for industry.
It’s worth remembering, your congress booth is not just a platform. It’s a listening post. From informal chats, on camera interviews to communal insight stations, the busiest stands created visible mechanisms for two-way learning.
An idea to steal; hire an insight team: curiosity, a camera, and a cheat sheet of KOL faces and bios is all you need to get under the skin of industry issues. Capture this insight. Analyse it. Then use it to refine messaging, improve features, or arm your reps with smarter follow-up stories.
4. Be unapologetically fun (Yes, even at MedTech events)
Gamification and unexpected delight. Some of the busiest booths? They had games. Lights. Things that sparked curiosity from across the hall.
- A mini escape room based on clinical problem-solving
- Interactive photobooths with a twist
- “Scan your badge, spin the wheel, test your knowledge” challenges
Let’s be honest, no one is too professional to be engaged. A sense of playfulness done right can stop traffic and reinforce your message. It’s about standing out without selling out.
Of course, every industry has compliance parameters. But within those? Creativity is your competitive edge.
Final thoughts: Make it count after the stand comes down
Your congress booth is not a goal in itself, it’s a gateway.
Build it to be memorable. Staff it to listen. Design it with the end in mind: engagement that outlasts the event, and relationships that drive revenue.
If you’re heading to your next medtech event and want to turn your presence into pipeline, let’s talk. We’ve helped brands turn games, lasers, and feedback loops into award-winning campaigns…and we’d love to do the same for you.
Get in touch to design a congress strategy that delivers more than just footfall.
