This year, Poretta & Orr had 7 clients at ENDO 2025. A premier congress that brought together leaders in endocrinology and showcased the best of what’s next. But behind the science and education, something else was on full display, the evolution of how companies show up. From the exhibit floor to attendee engagement, this year’s trends weren’t just interesting, they were actionable. Here’s what we saw, what worked, and what every exhibitor should be thinking about next.
We saw and recommended smarter tech and simpler interactions. Whether the goal was brand awareness or lead capture, exhibitors leaned into technology. Not everything needs to be complex to make an impact. For instance, Xeris used interactive touchpoints to walk HCPs through their treatment journey, nothing overproduced, just smart content delivered clearly. The key? Technology that supported conversations rather than replacing them.
Let’s remember that gamification can be used to educate, not just for entertainment or sales. Those in healthcare marketing know that gone are the days of spinning a wheel just for a tchotchke. One of our clients incorporated a clinical challenge game that turned booth visitors into engaged learners, using real patient scenarios to test knowledge and reinforce key messages. It wasn’t just fun; it was meaningful and memorable. Exhibitors that incorporate learning with play typically see longer booth dwell times and more qualified interactions.
At ENDO, design wasn’t about flash, it was about function. Our exhibitors with a smaller footprint kept things sleek but impactful, creating calm spaces that stood out among the noise. Meanwhile, larger exhibitors focused on traffic flow, making it easy for HCPs to engage with multiple brand areas without feeling overwhelmed. The takeaway: good design solves challenges, and not just aesthetic ones.
At all congresses, it is critical to understand HCP behavior on the floor. At times we saw shorter dwell times, but more focused questions, and a desire for practical takeaways. One of our laboratory clients offered mini consultations instead of static informational panels. They were quick, focused interactions that mirrored the way clinicians think. The goal was to have HCPs stay longer and ask smarter questions. It worked.
Two of our clients, with multiple brands in one space, were challenged on how to differentiate the brands while staying cohesive with messaging. Our clients both executed this well incorporating visually distinct brand zones tied together with a unified, clear story. Because strategic design and branding was the highlight, HCPs understood the layout instantly, no explanation needed. Strategy is everything.
One trend that never goes out of style? Preparation. No matter what size the booth was, our clients didn’t rely on foot traffic alone. Each one utilized a mix of pre-show outreach, targeted invites, and HCP scheduling to make the most of their time onsite. This strategic approach assists with higher-quality conversations and quantifiable ROI.
So, once again, strategy matters more than spend.
At Poretta & Orr, we’re proud to partner with clients who don’t just show up, they show up with purpose. ENDO 2025 reminded us that you don’t need the biggest booth or the flashiest technology to make an impact. You need strategy, storytelling, and a team that understands their target HCPs’ needs.
Want to talk about how to apply these trends to your next event? It’s a great time to talk as you begin to think about your 2026 exhibit and event program needs. Reach out to a member of the Poretta & Orr team today.
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