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Situation
INO Therapeutics, a neonatal, pulmonary pharmaceutical company, exclusively produces the nobel-prize winning pharmaceutical drug INOmax.  Specific to the business administration side, INO has a complicated reimbursement program that applies to the hospitals and clinics that use this drug.  Since INO is the only company that offers this drug, and it has become so well known in the industry, show floor traffic has decreased in recent years making it difficult to develop and maintain relationships with Neonatology Physicians and educate them on the use of this reimbursement program.  Therefore, INO turned to EWI Worldwide for a design solution at their premiere convention that would specifically increase traffic flow among existing and potential clients.

Solution
Understanding INO's business objectives, our Exhibit Works team offered up a bold solution that would initially draw attendees into the booth and ultimately give INO quality time with clients and prospects.  Speaking directly to INO's target audience (Neonatology Physicians), designers created the "Neonatology Café", a hospitality area which would become a sought-after "oasis" on the show floor.  Visitors could relax on the comfortable bar stools and bistro-style chairs beneath the hanging lights or participate in a business conversation in the informal lounge.  The café concept provided INO a face-to-face opportunity to talk with current clients and prospects as well as educate them on the Reimbursement Program.  To accommodate more private meetings, a semi-private conference room was positioned behind the café area.  Framed artwork with vibrant colors helped to further enhance the appeal.

Results
INO experienced a significant increase in overall traffic flow, which resulted in more one-on-one conversations and increased the number of show leads.  The booth staff was able to spend more time addressing the complicated reimbursement program with several existing customers.  Additionally, INO received many compliments on the exhibit from other exhibiting companies and was pleased with the results.  Matt Marcus, director of US Marketing for INO Therapeutics:

"We are really impressed with the level of service you are providing and your intention to make being at conventions a pleasant and trouble-free experience for us.  Everyone is thrilled with the cafe theme of the booth; attracting and retaining the right customers and having them spend time with us is a critical business objective. In addition to that, we are very impressed with the overall look and feel that you designed; it is unique, attractive, and pleasing to the eye.  Thank you."