Adaptable healthcare booth design

While the principle of separating Commercial and Medical Affairs remained – in line with regulations on healthcare exhibitions – the balance shifted for this event.

We gave more space to the promotional side, with around two thirds of the stand dedicated to it, and the remaining third to Medical Affairs. At the same time, regulations meant visitors could not move between the two areas, so the layout had to work clearly and independently on both sides.

To solve this, we introduced a central, double-sided storage unit. This provided practical space for the team while acting as a clean divider, without making the stand feel closed off.

A curved soffit with PTC branding runs across the stand, mirrored by a floor graphic below. Together, they create a strong visual connection across the space and help guide visitors through the stand, while maintaining the separation required to meet healthcare exhibition regulations.

One of the things we carried forward from previous events was the importance of making interaction feel natural and immediate.

A touchscreen was positioned on an angled kiosk at the front of the stand, making it clear that it is there to be interacted with. Visitors were able to engage with patient stories, supported by data and evidence that explain the impact of the treatment in a more accessible way.

For this adaptable healthcare booth design, content played a more central role.

We created a dedicated area for patient stories, using a series of framed panels that sit slightly off the wall and are subtly lit. This helped draw attention to the area while breaking information down into smaller, more digestible pieces.

A larger screen displaying looping content also ensured that important messages remained visible throughout the event, even from a distance.

The design also allowed for flexibility. As messaging was still being finalised during the early stages of the design, we developed the stand so that content could be introduced and updated during the event without disrupting the overall design.

We designed the graphic panel system so that duplicate sets could be produced and swapped out by the PTC team, providing the flexibility to update claims, statistics and supporting content as regulatory approvals were confirmed.

Simple details, like accessible power points, also allowed the team to plug in their own devices when needed.

Everything was planned so the booth could be installed in a single day, without compromising on quality or finish.

This adaptable healthcare booth design shows how the concept can be transformed as it moves between congresses, audiences and therapy areas.

The stand feels consistent, but never constrained, allowing the design to respond to each setting while keeping the overall experience clear and easy to engage with.