Life Science Leader recently ran an article on Franklin & Seidelmann‘s work with The Rogers Company to design an effective booth for its tradeshows — the RSNA (Radiological Society of North America) show in particular. The article focuses on the F&S need to create a space to build relationships. Since the company’s main business is teleradiology, it doesn’t have the chance for face to face branding or even to build relationships with its own physicians. The article outlines how the need to build relationships was built into the design.

As more and more companies, once traditional, move to online services, it’s possible that the need for face-to-face relationship building will become more important. In the past, meeting the people you already know at a tradeshow was a secondary goal. It may become or may already be a primary goal if it’s the only chance to connect a human being to your brand.

You can read the article here: Link