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In today’s dynamic healthcare business environment, agility is essential. The companies that can pivot quickly and efficiently as needed are the ones that succeed.

Your team had a productive couple of days at a tradeshow, talking with many prospects who stopped by the booth. The investment in attending the event will definitely pay big dividends. Or will it?

It’s common and understandable for marketing and sales teams exhibiting at healthcare tradeshows to have a touch of “tunnel vision.” They often see their booth and the materials in it as the primary (or exclusive) focus of their time at the event—and for good reason. Much time, effort, and expense have gone into creating an experience that will attract and engage attendees.

Tradeshow booth designs continually evolve to align with attendee preferences, comply with changing exhibit regulations and requirements, and for other reasons. The booth that earned rave reviews and generated significant traffic just a few years ago might not elicit the same reaction this year.

Overseas tradeshows provide excellent opportunities for businesses to expand their reach, develop global partnerships, and gain a competitive edge. However, international events also pose unique challenges.