Emerging Global Pharmaceutical Company
Building a Scalable Congress Program From Pre-Approval Through Product Launch
“The Axios NYC espresso bar service consistently brings in over 700 badge scans for larger multi-day shows.”
A congress program built in three phases, from disease-state awareness before approval through to the branded product campaign. Four modular booth configurations scale from 10x10 to 30x40, and the managed espresso bar draws more than 700 badge scans at larger multi-day shows.
Deliverables
700+
Badge Scans
Lead Generation at Major Congresses
Axios NYC’s managed espresso bar service consistently generates more than 700 badge scans at larger multi-day congresses, creating a steady flow of healthcare professionals through the booth.
3
Phase Rollout Strategy
Designed to Evolve With the Brand
The congress program expanded across three phases, progressing from disease-state awareness before approval to corporate brand building and, ultimately, promotion of the FDA-approved therapy.
4
Scalable Booth Configurations
Flexible Support Across Congress Sizes
Axios NYC developed modular configurations for 10x10, 20x30, 20x40, and 30x40 exhibits, allowing the client to scale its presence according to the size, audience, and strategic importance of each congress.
12
Additional Presentations Annually
Year-Round Congress Program Support
In addition to major appearances at NKF, IDWeek, ASN, and ASHP, Axios NYC supports approximately 12 additional presentations each year, ranging from larger exhibit environments to 10x20 booths and tabletop programs.
A biopharmaceutical company focused on infectious disease and inflammatory conditions was preparing for FDA approval of their product.
In 2022, the client partnered with the agency to begin raising awareness for their flagship product, which they were confident would receive FDA approval the following year. At that time, the client had completed their Phase 3 product studies and was awaiting FDA approval. They wanted to pursue a three-phase awareness campaign. In Phase I, the goal was to raise disease-state awareness. In Phase II, the focus shifted to building awareness of the corporate brand. In Phase III, after FDA approval, the objective was to raise awareness of the fully branded product campaign. The client wanted their event presence to be visually unique and reflect their branding. Their key performance indicator was, and continues to be, lead collection. The rollout began while there were still COVID-19 precautions in place,which required specific solutions.
During the pre-approval phase, Axios NYC partnered with this client and designed a simple low-cost modular booth to raise disease-state awareness for Phase I. Axios NYC honed their visual brand identity to visually stand out in the pharma space while reflecting their brand identity. A “tier system” was developed for ease of communication about booth configurations. Their first booth was exhibited at ASN and ASHP, as a 20x20 booth. A key visual impact was achieved with a custom-designed lighting sculpture that hangs from the banner. This sculpture became the visual beacon of the client’s live congress presentation, allowing attendees to spot and identify the booth from anywhere on the show floor. This sculpture continues to be presented in all of their tier-one booths. In order to meet the client’s lead collection goal, Axios NYC provided and managed a hospitality service featuring a European-style Italian espresso bar with artisanal baked goods. The booth was designed with a flow so that while HCPs queued inside the booth space, the client’s marketing team and sales reps were able to engage them and collect leads while they awaited service. In 2023, the client and Axios NYC began Phase II. In this phase, Axios NYC expanded upon the Phase I booth components to elevate their booth to a 20x30 booth featuring the client’s corporate branding. A lounge area was added, along with a 120 square foot meeting room with teleconference capabilities. Backlit graphics and an LED tile wall were added, and hospitality services were expanded to accommodate more HCPs. For larger shows, an additional 10x10 medical affairs booth was also deployed. For smaller shows, the medical affairs booth doubles as a standalone booth. In Phase III, after FDA approval, the client began exhibiting brand awareness for the FDA-approved therapy. This required all new printed and digital assets, as well as an expanded footprint of 30x40. These new assets were applied to booth components that were developed from the prior phases in a new configuration. In this third and current phase, Axios NYC began providing configurations for 20x30, 20x40, 30x40, and 10x10 booths.
The partnership between the client and Axios NYC continues today. Together, the two companies have exhibited several times at the NKF, ID Week, ASN, and ASHP congresses as well as 12 other presentations annually, ranging from 10x20 booths to tabletop support. Their brand color is used boldly across the booths to convey their visual brand identity. Axios NYC manages the booths during the live events, restocks printed matter, and tends to the needs of the client’s staff. The Axios NYC espresso bar service consistently brings in over 700 badge scans for larger multi-day shows. The lounge areas and coffee create a lively booth that attendees feel welcome spending time in. A long, nearly unbroken line for coffee keeps attendees filling the booths when a hospitality service is offered. The artisanal cookies selected for the espresso bar were designed together with the bakery. To satisfy hygiene concerns during COVID-19, the bakery individually wrapped the cookies. Now that the client has refined their congress trade show needs, they are strategically choosing the most advantageous shows, having learned from their experiences using the Axios NYC sustainably built modular booth components.
