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Every year, ASCO provides an opportunity to observe how pharmaceutical companies are evolving the way they engage healthcare professionals.
The exhibition floor is filled with bold ideas, new technologies and ambitious activations. Yet the strongest congress experiences aren’t defined by the size of the stand, the sophistication of the technology or the production budget. They’re defined by their ability to create meaningful engagement.
As we analysed ASCO 2026, we looked beyond individual activations to explore what the most engaging experiences had in common. Rather than focusing on the latest trends, this report examines the experience design principles that consistently underpinned the strongest exhibition environments and considers what they mean for future pharmaceutical congresses.
Whether you’re planning for ASCO, ESMO, EHA or another major medical congress, we hope these observations provide inspiration for creating exhibition experiences that engage healthcare professionals in more meaningful ways.
Most post-congress reports focus on what’s new. We wanted to understand what works.
Drawing on observations from across the ASCO 2026 exhibition floor, this report explores the principles that consistently underpinned the most engaging exhibition environments.
Inside you’ll discover:
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This report is for anyone involved in planning, designing or delivering pharmaceutical congress experiences, including:
Whether you’re developing your congress strategy or looking for fresh inspiration for your next exhibition, this report offers a different perspective on creating meaningful engagement on the congress floor.
