Every year at ASCO, we look beyond the science to see what the exhibit hall tells us — not just about cancer care, but about how pharma shows up. And this year, it spoke volumes.
The booths at ASCO 2025 made it clear: we’re moving past static product displays into spaces that are moodier, bolder, more emotionally attuned, and more purposeful.
Here are five key experiential trends we observed — and why they matter for your next congress:
1. Mood Is a Strategy
Several top exhibitors leaned into lighting, sound, and material contrast to craft spaces that felt different. From Eisai’s vibrant, floral energy to AstraZeneca’s moody, sheer-curtained exclusivity, these booths used atmosphere as a strategic differentiator. The takeaway? Tone is a tactic — and when you commit to a vibe, people remember it.
2. Display Tech Is Evolving — But Execution Lags
LED walls got bigger (and kinetic at Novartis). Spheres showed up. Robots made cameos. But size and novelty alone didn’t win. The real impact came from smart content strategy — displays that adapted to the format instead of just filling it. Merck’s interactive globe worked. Generic holofans? Not so much. Tech should enhance your story, not distract from it.
3. Dedication-Based Engagements Tapped Emotion
Several booths asked attendees to honor a person — a patient, caregiver, or colleague — through a shared act of dedication. From Bayer’s tree to Eisai’s patient wish fountain, these moments invited genuine emotional connection. When done well, these are not just “activations.” They’re reminders of why we’re all here.
4. Sustainability Messaging Is Still Rare — and Powerful
AstraZeneca and BMS stood nearly alone in making sustainability visible. AZ’s tactile materials table and CEO quote connecting climate to patient health were standout moves. Most others? Silent on the subject. There’s white space here for exhibitors ready to connect sustainability to their healthcare mission.
5. Talent Recruitment Goes Booth-Side
This year, recruitment came out of the shadows. Merck, Novartis, and others used branded messaging, seating areas, and even job spotlights to start real career conversations in the booth. With researchers leaving academia in record numbers, this shift feels both timely and strategic.
So what now?
Not every trend will fit your brand. But the smart move isn’t to copy what worked — it’s to recognize what aligns. Choose one or two areas to lean into, and make them exceptional. At ASCO 2025, bold doesn’t mean loud — it means clear, committed, and intentional.
