At CTC, my day-to-day revolves around managing company finances and operations and it’s work I thoroughly enjoy, though it doesn't often demand much in the way of creativity.
When the opportunity arose to represent CTC as an exhibitor at the Canadian Urological Association (CUA) Annual Meeting in Ottawa, I jumped at it. Instantly, I was transported back to my early brand management and marketing days, where setting up booths and bringing campaigns to life was part of the rhythm. It felt familiar and energizing.
The CUA Annual Meeting is a major event in the Canadian uro-oncology space. Every year, clinicians from across the country gather to discuss new data, share best practices, and advance the field. As a medical communications company that does a lot of work in uro-oncology, we’re typically behind the scenes, quietly powering advisory boards, education programs, and insight generation. This exhibitor opportunity let us step into the spotlight and talk a bit more openly about who we are and what we do.
Here are some of my key takeaways from the experience:
We had two:
Having these goals defined from the outset guided every decision, from booth design to engagement strategy.
Our 8’x10’ space was located just outside the convention hall, which was great for visibility, but also a high-speed zone for bio-breaks and snack runs. The good folks at CUA were incredibly helpful and responsive.
We designed two engagement paths within our booth:
Having defined the two paths, we set out to have the perfect booth printed. Our approach was a minimalistic one: showcase the vibrant CTC colours and create spaces that grab attention. To streamline printing, we went with a well-rated printer. We also brought in clever adjustments, like replacing a soft-shell bag with a hard shell one that doubles up as a podium when branded.
For clinicians, the paid survey flyers were a great hook. But the real key was presence without pressure: be available, be helpful.
For pharma clients it was the opposite. They were busy and on the move so we went to them. We visited booths, distributed flyers, reconnected with existing contacts, and introduced ourselves to new ones.
To keep it interesting, we ran a raffle. Five lucky winners would receive a $100 Giftogram each. It added a layer of excitement and gave us a great reason to follow up.
We couldn’t compete with the neighbouring major bank handing out swag by the handful. So, we took a different route: I tracked down Ottawa’s best bakery and ordered 100 freshly baked shortbread cookies. On Day 2, the scent of warm cookies wafting from our podium did all the heavy lifting. Turns out, shortbread is stronger than branded lanyards.
We ran a LinkedIn campaign before and during the event, including a short video on how to find us on-site. Awareness isn’t automatic, it’s earned.
One of the most valuable takeaways from this experience: create a detailed checklist early. It sounds basic, but it was the backbone of our entire preparation.
From booking travel and confirming booth specs to designing leave-behinds and organizing signage, our checklist captured every moving part. We assigned owners, set deadlines, and had a shared source of truth to keep us aligned in the weeks leading up to the event.
Of course, not everything can be pre-planned. The cookie idea was a real-time flash of inspiration. But having the fundamentals locked down gave us the space to be agile (and spontaneous) when opportunities arose.
Our first venture as an exhibitor was energizing, insightful, and fruitful. But more than anything, it was a refreshing chance for me to get creative again, represent the amazing work we do at CTC, and be reminded of the power of simple, well-executed ideas.
So, if you’re thinking about exhibiting at an event in the pharmaceutical, biotech, or medtech industries, I hope you’re able to take away some of my learnings to help make your booth run successfully.