Inside ASCO® 2025: What oncologists really want from booth strategy

Authored by: Simon Davenport, Global Head of Environments, Emota, an Inizio Engage company

This year’s ASCO® 2025 brought together the brightest minds in oncology and an equally dynamic congress floor. At Inizio, we had a front-row seat through our support of more than 30 clients and 185 deliverables. Beyond the volume, what stood out most was the evolution in how engagement is being redefined – driven by oncologists’ learning preferences, AI integration, sustainability mandates, and smart booth design. 

Here’s what we learned, what we delivered, and where the future is headed. 

Oncologists want to learn, and interact 

The latest IPCAA survey reaffirmed something we’ve long observed: Oncologists attend congresses to learn.* In fact, 49% of respondents said the most valuable aspect of congress is staying current with new thinking.  

But learning isn’t passive. It’s interactive. Oncologists want more than slides – they want to discuss, experience, and challenge ideas digitally, physically, and face-to-face. Booths that featured engaging, responsive elements, like the interactive LED walls we deployed, captured more attention, generated deeper conversations, and extended dwell time beyond the six-minute industry average. 

Booths are becoming smart spaces 

From in-booth analytics to real-time optimization, today’s booths are less about presence and more about intelligence. With heat-mapping, traffic flow analysis, and AI-powered content personalization, we helped clients fine-tune messaging as it was being delivered. 

Interactive walls became storytelling canvases. Delegates engaged directly with content that adapted to their interests, turning what was once a static booth into a dynamic educational space. 

Sustainability that’s more than skin deep 

Sustainability was everywhere but not in a superficial, greenwashed way. HCPs told IPCAA they expect proof of sustainability efforts, not just slogans. And we delivered. 

At ASCO ® 2024, Inizio’s modular, circularity-first booth design achieved:**

• 70% CO₂e reduction (0.7 tonnes vs. 2.4) 
• 70.7% recyclability of components 
• 80% reduction in drayage costs 
• 57% reduction in labor costs 
• Set-up time cut by 90% 

This wasn’t just operational efficiency – it was award-winning impact, earning us Best Sustainability Experience at the 2024 Event Marketer Experience Design Awards and Sustainability Pioneer of the Year at the 2025 CNA Awards. 

These results reflect Emota’s EnviroPlan approach: integrating sustainability into every phase – from early design to final dismantle – with systems-based, measurable performance aligned to ISO 20121, GRI, and CDP standards. 

Cutting through the noise in a booming oncology market 

The oncology landscape is thriving – but this energy also brings noise. Everyone has exciting data to share. Cutting through requires authenticity, creativity, and precision. That’s where strategy-led storytelling, analytics-informed design, and a sustainability-driven mission give brands the edge. 

The future of congress isn’t just digital or physical – it’s intentional. It’s driven by smarter space design, real-time insight loops, and a clear understanding of what audiences actually want. 

Watch on-demand: Big ideas, smart spaces & strategic insights from ASCO® 2025

To discover more, watch our latest live webinar – Beyond the booth: Big ideas, smart spaces & strategic insights from ASCO® 2025 – on-demand. Learn more about our award-winning EnviroPlan sustainability approach. 

*Out with the new, in with the old? Is congress going back to simpler times – and missing opportunities on the way?, 2023 Healthcare Professional Congress Experience Report, December 2023 

**When compared to the same design fabricated with traditional construction methods