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American Society for Reproductive Medicine

ASRM Scientific Congress

Conferences & Exhibitions

Advancing Humankind Through Interactive Education


Designing a collaborative environment

Location: Salt Lake City, Utah Industry: Healthcare

The American Society for Reproductive Medicine (ASRM) convenes 8,500+ attendees for the ASRM Congress and Expo, which champions the science and practice of reproductive medicine with a focus on infertility and in vitro fertilization.

To honor this life-changing work and the people who bring hope to families across the globe, ASRM sought to refresh the expo with innovative learning and powerful engagement. The reimagined conference must deliver an interactive experience that enriches healthcare professionals and their patients during and beyond the event.

Stimulating education through hands-on training

To attract education-focused attendees to the expo, the team strategized ideas for creating interactive learning experiences and organic networking on the show floor.

During an interactive brainstorm, ASRM mentioned an exhibitor’s plans to debut a new proprietary technology that simulated embryo transfers among other procedures. That casual reveal led to the big aha vision of a sponsored education pavilion — a focal point for interactive education adjacent to redesigned engagement areas.

Building inspiration

The overhaul included a new logo unveiling with photo opp station, redesigned booth, central engagement area, product theater-in-the-round, and a learning pavilion all designed to be high-tech yet functional.

The Engagement Zone provided a “main street” gathering place with charging station couches, internet café, and live Twitter wall. The ASRM Talks theater showcased an open, collaborative area with hanging monitors and a pie-shaped stage surrounded by various seating styles to encourage discussion. The Simulation Pavilion replicated three cutting-edge procedures, allowing visitors to expand their knowledge through hands-on trials.

Energizing audiences with meaningful experiences

The revitalized event accomplished the association's goals for expanded engagement and participatory experience. In fact, ASRM plans to feature all three engagement areas during the next annual conference. ASRM ‎Director of Meetings & Exhibits Deborah Hansen remarked, “I’m very proud of this meeting. We’ve worked hard to accomplish and pull together all the different components. It’s very satisfying and exciting to see something go from a great idea on paper turn into this.”

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