{"id":1344,"date":"2024-02-21T15:42:00","date_gmt":"2024-02-21T15:42:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/if-you-build-it-healthcare\/"},"modified":"2026-05-18T14:52:49","modified_gmt":"2026-05-18T14:52:49","slug":"if-you-build-it-healthcare","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/if-you-build-it-healthcare\/","title":{"rendered":"If You Build It (correctly), Healthcare Attendees Will Come"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h4>Design.<\/h4>\n<p>It\u2019s a complicated little word. Structure, footprints, technology, graphics, color, lighting, attendee journeys\u2026 Designing an effective and attractive engagement can be complex. But what matters most when designing an engagement that delivers for healthcare brands? Does design really matter to an audience motivated by data and science?<\/p>\n<p>We asked healthcare attendees this very question. The answer was a resounding yes, but we didn\u2019t stop there. We dug a little deeper to understand what moves audiences and actually delivers better outcomes for brands on the show floor.<br><\/p><\/div><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><figure><img decoding=\"async\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/guardant-interactive-blog.jpg\" alt=\"Guardant interactives\"><\/figure><h4>Design matters for attraction.<br><\/h4>\n<p dir=\"ltr\">Job #1 of any design is to draw attendees into the experience. Several themes emerged when we asked healthcare attendees what attracts them into a booth.<\/p>\n<p dir=\"ltr\">Attendees are clearly looking for an experience. In fact, \u201cmemorable experiences\u201d was the #1 thing that attendees listed as a reason to visit a booth. A significant portion of those surveyed also listed \u201cspectacular design\u201d as a factor. More than ever, design and experience are being driven by an explosion of technology on the show floor. Our data reveals that interactive experiences are extremely popular with healthcare attendees\u2014as long as it\u2019s the right kind of interaction.<\/p><\/div><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><figure><img decoding=\"async\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/american-orthodontics.jpg\" alt=\"American Orthodontics at AAO\"><\/figure><h4>Design matters for content.<br><\/h4>\n<p dir=\"ltr\">Our <a href=\"https:\/\/www.wearesparks.com\/articles\/giving-healthcare-attendees-what-they-want\/\" target=\"_blank\" rel=\"noreferrer noopener\">last post<\/a> highlighted the importance of content to the healthcare attendee. Science over marketing. But there is more to consider from a design standpoint. Relevance is of course critical to this audience. But surprisingly, so is the production quality of the content.<\/p>\n<p dir=\"ltr\">Attendees aren\u2019t looking for \u201cdetailing.&#8221; Almost 70% of attendees say that the production quality of a brands content is a key factor in attracting them to a booth. Screens alone are not enough\u2014regardless of how big they are. Attendees are also less interested in presentations. Interestingly, brands report relatively modest investment in content production as a segment of their overall trade show budgets.<\/p><\/div><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><figure><img decoding=\"async\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/coffee-stations.png\" alt=\"Coffee Stations\"><\/figure>\n<h4>One last thing&#8230;<\/h4>\n<p dir=\"ltr\">Coffee. Don&#8217;t forget the coffee.<\/p>\n<h4>Key Takeaways:<\/h4>\n<p>Design for impact and engagement.<\/p>\n<ol><li dir=\"ltr\"><p dir=\"ltr\">Memorable and eye-catching: Attraction can be designed into your engagement if you focus on creating impact on the show floor. Attendees will be drawn to experiences packaged in compelling and spectacular ways.<br><br><\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">This includes the content: It\u2019s important to note that spectacular design doesn\u2019t just refer to the structure. More and more, attendees want to be wowed by their experience and interaction with your content. Your science can be the star of your show.<br><br><\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Coffee: Did we mention coffee?<\/p><\/li><\/ol><\/div><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p><strong>If you\u2019d like to learn more or schedule a presentation of the full research findings, feel free to <a href=\"https:\/\/www.wearesparks.com\/contact\/\">contact us<\/a>.<\/strong><\/p><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>Design. It\u2019s a complicated little word. Structure, footprints, technology, graphics, color, lighting, attendee journeys\u2026 Designing an effective and attractive engagement can be complex. But what matters most when designing an engagement that delivers for healthcare brands? Does design really matter to an audience motivated by data and science? We asked healthcare attendees this very question. [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>If You Build It (correctly), Healthcare Attendees Will Come - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/if-you-build-it-healthcare\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"If You Build It (correctly), Healthcare Attendees Will Come - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Design. It\u2019s a complicated little word. Structure, footprints, technology, graphics, color, lighting, attendee journeys\u2026 Designing an effective and attractive engagement can be complex. But what matters most when designing an engagement that delivers for healthcare brands? Does design really matter to an audience motivated by data and science? We asked healthcare attendees this very question. 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