Pharmafile Logo

What oncologists really want from booth strategy

August 19, 2025 | Congress, Inizio, oncology 

- PMLiVE

Simon Davenport, Global Head of Environments, Emota, an Inizio Engage company 

At this year’s ASCO® congress, the spotlight wasn’t just on science – it was on how the industry engages. Supporting over 30 clients and delivering 185 projects, Inizio witnessed the shift toward smarter, more sustainable congress environments.

Key takeaways included:

  • Oncologists want interactive learning: Engagement is moving beyond slides, with responsive booths, interactive LED walls, and digital-first experiences extending conversations well past the industry’s six-minute average.

  • Smart spaces are here to stay: With heat mapping, AI-powered personalization, and real-time content optimization, booths are evolving into dynamic, intelligent environments that adapt to audience needs.

  • Sustainability as strategy: Inizio’s circularity-first booth design delivered a 70% CO₂e reduction, 70.7% recyclability, and major cost savings – results that earned industry-leading awards and set a benchmark for measurable impact.

In a crowded oncology market, strategy-led storytelling, analytics-driven design, and sustainability-centered innovation are becoming essential to cut through the noise. The future of congress engagement will be intentional, data-informed, and deeply aligned with healthcare professionals’ learning preferences.

Read Simon’s full article here, or explore more in Inizio’s on-demand webinar Beyond the booth: Big ideas, smart spaces & strategic insights from ASCO® 2025.

This content was provided by Inizio

Company Details

 Latest Content from  Inizio 

Infographic: Living with: The journey from the patient’s perspective

View our re-vamped interactive infographic to unlock key insights from various Living With reports

Case study: How we iteratively tested and refined payer value messages

Find out how we helped our client to enrich their understanding of the value message trade-off choices and preferences made by payers

Video: Strategic engagement case study

Supporting the launch of a global vaccine with a programme of market research and strategic insights

Webcast: The virtual patient: How to use AI-powered conjoint to understand complex treatment decisions

Watch to find out how a combination of virtual patients and artificial intelligence can help you to better understand physicians’ decision making processes.

Research Partnership appoints new CEO

Research Partnership has appointed Gareth Phillips to take over as CEO

Infographic: Therapy Watch Hyperlipidaemia

Our latest infographic offers an introduction to the real-world insights collected by our Hyperlipidaemia study.

Article: The rise of the healthcare influencer

In our latest article for Pharmaphorum Deep Dive, we explore the opportunities and benefits for healthcare companies in the online influencer space.

Personalized Oncology: Calling for a New Kind of Partnership:

In the 1990s, biomarkers were the future of personalized medicine and a “lab on a chip” was the holy grail of understanding patient health. As much as past predictions of...

How to elevate your communications testing with AI powered insights and analytics

Learn about a new behavioural science-led framework incorporating AI technologies that ensures you get a true reflection of how your communications materials are consumed and processed by customers

EVOKE STRENGTHENS LEADERSHIP TEAM IN EUROPE TO DELIVER MORE INTEGRATED CLIENT SOLUTIONS

*Corrina Safeio, promoted to Group Managing Director taking on responsibility for Evoke London and Evoke Mind+Matter *Lee Wales, promoted to Deputy Managing Director at Evoke Mind+Matter UK *Holly Ford, promoted...