At CHEST 2008, SonoSite demonstrated its ultrasound machine at a simulation center and the approach was “wildly successful,” said Nielsen. So many attendees signed up in advance that there was a waiting list; some waited in line several hours to use the equipment, said Nielsen. Physicians are starting to perform ultrasounds themselves in intensive care units, rather than sending patients to technicians, making the ultrasound simulations particularly worthwhile, said Lever.

Other simulation centers at the convention featured sophisticated mannequins that healthcare professionals used to simulate a practice or procedure. Overall, more than 900 attendees used the simulation centers. ACCP also runs simulation labs that are certified for CME credit.

Lever believes that it's of paramount importance for meetings to provide as many educational opportunities as possible to attendees. If associations don't try out new trade show and education models, then companies won't exhibit, revenues will dry up, and associations will suffer.

Ultimately, Lever is not concerned about the PhRMA code's ban on giveaways because promotional items are irrelevant for the exhibit hall of the future. Instead, he says, the code has given medical meetings the opportunity to refocus. “We're just scratching the surface of the ideas that we're developing,” said Lever. “It's not gloom and doom. These are going to be exciting times.” n

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Tamar Hosansky contributed to this article.

Sidebar 1: Off-label on the Table

Under the Food and Drug Administration's regulations, companies are not allowed to promote off-label or unapproved uses of drugs or devices, but they can, under certain circumstances respond to unsolicited requests for information from healthcare professionals — although there are many gray areas.

And now, under a guidance released in January 2009, manufacturers can distribute reports of medical journal articles or other scientific reference materials that address unapproved uses, within certain parameters. The information must be distributed separately from promotional materials. The guidance states that while reports may be distributed at medical conferences in settings “appropriate for scientific exchange, they should not be distributed in promotional exhibit halls” or during promotional presentations. The guidance is similar to guidances that were in effect since the late 1990s, but expired in 2006.

Companies will probably make these reprints available at medical affairs booths or clinical resource centers on the trade show floor, for medical scientific liaisons to share with attendees, if the situation warrants, says Jane Chin, PhD, president, Medical Science Liaison Institute LLC, Redondo Beach, Calif. She expects that companies will remain conservative regarding MSL-facilitated scientific exchanges at conferences, keeping a firewall on the trade show floor and making a clear distinction between promotional and medical affairs booths.
— Tamar Hosansky

Sidebar 2: Curtain Rises on Product Theaters

The American Pharmacists Association has also introduced new concepts at its show, rolling out five “product theaters” at its March 2008 meeting in San Diego.

Companies bought stage time, giving hour-long product demonstrations to a seated audience of about 100. They were well-attended and a “resounding success,” says Windy Christner, senior director, meetings and expositions at the Washington, D.C.-based association.

The five theaters sold out in two days, netting about $30,000. For its 2009 show, scheduled for April 3-6 in San Antonio, Texas, the association will offer eight product theaters at two price points. An exclusive engagement, where no other product theater will run at the same time, will cost more.