Eisai at ASCO
- Chicago
- Exhibits & Trade Shows
- Oncology
Where Care Meets Experience
THE CHALLENGE
Connecting Through Story
Eisai faced a common trade show challenge: their booth was positioned first in the hall—a location easily overlooked amid the noise and energy of ASCO’s massive show floor. The goal was to create a tactile, tranquil, and visually compelling environment that naturally drew traffic while staying true to Eisai’s human health care (hhc) mission.
At the heart of the challenge was a desire to center patient stories. Eisai wanted attendees to experience real patient journeys, fostering empathy and sparking meaningful conversations. The booth needed to be designed to guide visitors through Eisai’s story in a deliberate progression. The goal was clear: make engagement authentic, human-centered, and visually novel.
THE SOLUTION
Empathy sparks engagement
Partnering with Harrison & Star, Marina Maher Communications (MMC), and Inizio, Impact XM reimagined Eisai’s booth as a calm, human-centric retreat that cut through the “tech arms race” common on the ASCO floor. The design emphasized tactile, sensory experiences while maintaining a seamless flow between zones.
From the entrance, visitors encountered a bright, welcoming Scientific Communications area where meaningful conversations could unfold. Low-top seating, virtual hospitality service, and interactive elements like a magnetic tree allowed attendees to contribute opinions on equitable trials, creating a meaningful, hands-on experience.
A custom garden themed brick-patterned floor pathway curved gently through each section—commercial, patient advocacy, and pipeline—subtly directing attendees along the narrative without relying on tech-heavy or sales-driven tactics. Seed packet displays reinforced Eisai’s research focus across various cancer types.
The commercial zone highlighted brand innovation with bright florals, halo lighting, LED walls, and photo opportunities, presenting the corporate tagline: Science-driven. Human-centric. The LED walls served as guides for reps, ensuring engaging conversations while drawing visitors in visually.
The centerpiece was the Patient Advocacy Garden, a serene space adorned with 12-foot “larger-than-life” flowers, lush greenery, and a real fountain. Each flower represented a different disease awareness program created by Eisai, reflecting the mission and spirit of each initiative.
Visitors engaged through the fountain experience, choosing a “well wish” for a patient via an iPad, tossing a branded Eisai coin into the fountain, and seeing their message displayed on large screens. Post-event, these messages were printed on seed paper and included in Eisai’s Magnolia Meals at Home program, where employees deliver pre-made meals to patients, connecting ASCO attendees to patients in a tangible, lasting way.
Ambient soundscapes of birds and flowing water enhanced the calm atmosphere. Thoughtful touches like avocado toast in the morning and a guacamole bar in the afternoon, added warmth and hospitality. The booth’s immersive, empathetic design drew attendees in, encouraging participation, storytelling, and a deeper understanding of Eisai’s patient-centered mission.
THE IMPACT
Eisai’s ASCO booth became a standout on the show floor, earning recognition as Best Aesthetic Design and Most Captivating Booth by OncoDaily. Nearly 900 attendees participated in the well-wish fountain—an increase of 389% from 2024’s featured activity—creating a tangible connection between attendees and patients.
Visitors consistently remarked on the human touch of the space. Many described the booth as warm, personal, and a welcomed contrast to the otherwise sterile environment of the expo. Attendees appreciated the calming, multisensory experience, taking a moment to pause amid the conference rush. The larger-than-life floral garden resonated across language and cultural barriers, while the thoughtfully curated engagement activities reinforced Eisai’s patient-focused mission.
Feedback from attendees highlighted the emotional impact:
- “This is the only booth with a human touch.” – Elephants and Tea (YA cancer advocacy group)
- “I’ve never seen anything like this. One of the best booths here.” – ASCO Photographer
- “I visited your booth at ASCO and I have to just say WOW – PHENOMENAL!” – Foundation for Women’s Cancer
From the calming soundscapes and tactile engagement to the visually stunning design and meaningful patient storytelling, Eisai’s booth didn’t just attract traffic—it created moments of connection, reflection, and lasting impact.
