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Evolving Education: How ASCO 2025 Created a Connection-Driven Experience 

The American Society of Clinical Oncology’s 2025 Annual Meeting in Chicago brought together 40,000+ oncology professionals from around the world. And, while medical industry conferences prioritize education, today’s attendees want something more — real community and connections.  

When a Mission Creates Opportunities 

ASCO’s mission is advancing cancer research and ensuring every patient gets quality care. Its annual event needed to satisfy attendees and exhibitors while staying devoted to such important work. 

Freeman worked with ASCO to create more intentional spaces for both professional development and personal well-being:  

  • Networking to move careers forward. 
  • Wellness experiences to counter busy schedules. 
  • Spaces to connect with peers who understand each other’s daily challenges.
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Here are some examples: 

  • The Trainee & Early Career Lounge became a mentorship space where young oncologists could connect with industry veterans. 
  • The Career Fair made job hunting straightforward and set up professional growth as essential event content. 
  • ASCO Central took basic attendee services and turned them into something people wanted to visit—complete with photo ops and branded swag. 
  • The ASCO Garden offered space for reflection with gorgeous Lake Michigan views, live music, and live streams of global sporting events.
  • The Lakeside Lounge solved that age-old conference problem of never having a space for what you need: quiet time, social interactions, or social media worthy views. 
  • The Wellness Zone was a branded sponsorship opportunity with massage chairs and silent disco experiences where attendees could choose how to unwind. 
  • The ASCO Booth itself combined high-tech displays and therapy dogs bringing a combination of technology and comfort.  
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A Measurable Difference 

We took underutilized spaces and turned them into places people wanted to hang out, while keeping foot traffic flowing naturally. We made sure vendor partnerships benefited attendees—pop-up shops raised money for the Conquer Cancer Foundation, so every purchase supported ASCO’s mission.

“From the initial planning stages to the execution of our events, Freeman is a trusted and valued extension of our own team. Their proactive problem-solving and ability to adapt to our evolving needs is key to delivering exceptional experiences for our attendees.” 

– Mandy Davis-Aitken Vice President, Meeting Services at ASCO

We proved that medical conferences can be serious and engaging, while also building a community so attendees can return home impassioned and rejuvenated.

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