Planning Your HIMSS 2027 Booth: Start With the Meetings and Demos You Need

The HIMSS Global Health Conference & Exhibition is one of the leading events for healthcare technology companies looking to connect with industry decision-makers, introduce innovative solutions, and demonstrate how technology is transforming healthcare. With HIMSS 2027 taking place April 5–8 at McCormick Place in Chicago, exhibitors have an opportunity to engage with healthcare executives, IT leaders, clinicians, and technology professionals from around the world.

For companies preparing to exhibit at HIMSS 2027, successful booth planning requires more than an attractive design and impressive technology displays. Your exhibit should support meaningful business conversations, effective product demonstrations, and valuable connections with prospective customers and partners.

For Chicago-based EDE, the return of HIMSS to McCormick Place presents an especially relevant opportunity to apply our extensive experience supporting healthcare and medical technology exhibitors at the Radiological Society of North America (RSNA) Annual Meeting, another major healthcare event hosted at the same venue.

Through our work at RSNA, EDE has designed and fabricated custom exhibits that balance complex product demonstrations, private meeting environments, technical integration, and attendee engagement. These are many of the same considerations healthcare technology companies should address when preparing for HIMSS 2027.

Whether you’re showcasing healthcare AI, cybersecurity solutions, medical technology, digital health platforms, or healthcare IT systems, effective booth planning starts with understanding who you want to meet and what you want them to experience.

Here are six important steps to consider when planning your HIMSS 2027 exhibit.

1. Define Your Target Audience and Visitor Roles

Before developing your booth design, identify the types of healthcare professionals and decision-makers you want to attract.

HIMSS brings together a diverse audience, and different visitors often have different priorities when evaluating technology solutions.

Consider these key audience groups:

• Healthcare Executives: Hospital executives, CIOs, and other senior leaders may focus on business outcomes, operational efficiency, and long-term technology investments.
• IT and Technology Leaders: IT directors, cybersecurity professionals, and technology teams may prioritize system integration, infrastructure, data security, and technical capabilities.
• Clinical Professionals: Physicians, nurses, and clinical leaders may be interested in how your solution improves patient care, workflows, and everyday operations.
• Operations and Procurement Teams: These visitors may evaluate implementation requirements, organizational readiness, and purchasing considerations.
• Technology and Business Partners: Potential partners may want to explore integration opportunities, strategic collaboration, and business development.

Understanding these audiences allows you to develop a more focused booth experience.

For example, a healthcare cybersecurity company may need technical demonstrations for IT leaders while also providing space for executive-level conversations about organizational risk and security strategy.

A digital health company, on the other hand, may prioritize interactive demonstrations that show how its technology supports clinicians and patients.

At EDE, our experience designing healthcare technology exhibits for RSNA has reinforced the importance of planning around different visitor needs. An effective exhibit should make it easy for attendees to identify the right experience, whether they are looking for a quick introduction, detailed demonstration, or private business conversation.

The key takeaway: Identify your most important visitor groups and understand what each audience needs to learn, experience, or discuss before planning your exhibit layout.

2. Plan Your Product Demonstrations Before Designing the Booth

For many healthcare technology companies, product demonstrations are among the most important elements of exhibiting at HIMSS.

However, effective demonstrations require more than a large screen or technology station.

Before finalizing your exhibit design, determine how your products or solutions will be presented to attendees.

Consider these demonstration formats:

• Quick Product Overviews: Short demonstrations introducing your solution, highlighting key features, and encouraging further conversations.
• Interactive Demonstrations: Hands-on experiences allowing visitors to explore software, platforms, or technology with guidance from your team.
• In-Depth Technical Demonstrations: Longer presentations for IT professionals, technical decision-makers, or prospective customers who need a deeper understanding of your solution.
• Scheduled Product Presentations: Dedicated sessions for customers, partners, or high-priority prospects who have arranged time with your team in advance.

Each demonstration format may require different equipment, staffing, and space considerations.

What EDE Learned From Designing Healthcare Technology Exhibits at RSNA

At RSNA 2022 in Chicago, EDE designed and fabricated a custom 20′ × 50′ exhibit for Aidoc, a healthcare AI technology company.

The exhibit included four demonstration pods, three private meeting rooms, and eight informal meeting areas. A large digital display helped communicate Aidoc’s AI technology in a way that attendees could quickly understand.

Rather than designing the booth around appearance alone, the exhibit was developed to support product education, demonstrations, and valuable conversations with healthcare professionals.

For HIMSS 2027 exhibitors, the same principle applies: Determine the experiences your visitors need before deciding how the space should look.

Explore EDE’s Aidoc RSNA Exhibit Project

Consider the Technical Requirements

For healthcare technology exhibitors, reliable demonstration technology is especially important.

Before approving your booth layout, evaluate:

• Internet connectivity and network requirements
• Electrical power and equipment placement
• Monitor and display sizes
• Audio requirements and surrounding noise levels
• Software access and demonstration environments
• Equipment storage and cable management
• Backup plans for technical interruptions

If you’re demonstrating healthcare software, consider using test or simulated information rather than actual patient data, with demonstration content reviewed under your organization’s data security and privacy requirements.

A well-planned demonstration should make your technology easy to understand while allowing visitors to engage without disrupting other activities in the booth.

The key takeaway: Determine the type, length, and technical needs of your product demonstrations before making major exhibit design decisions.

3. Design Meeting Spaces Around Your Business Objectives

While product demonstrations can attract attention, meaningful business conversations often require a different environment.

At HIMSS 2027, exhibitors may need to accommodate everything from quick introductions to detailed technical discussions and scheduled executive meetings.

Your booth layout should reflect the types of conversations your team expects to have.

Open Conversation Areas

Open spaces are useful for welcoming visitors, answering questions, and having brief conversations with prospective customers.

These areas should be accessible from the main exhibit floor and encourage attendees to approach your team.

Semi-Private Meeting Spaces

Some conversations require more focus but may not need a fully enclosed meeting room.

Semi-private seating can provide a comfortable setting for product discussions, follow-up conversations, and initial business meetings.

Private Meeting Rooms

For companies expecting scheduled meetings with healthcare executives, existing clients, or strategic partners, private meeting areas may be an important design consideration.

These spaces can help reduce distractions and provide an appropriate environment for detailed business conversations.

Technical Discussion Areas

Healthcare technology companies may also benefit from dedicated spaces where product specialists can walk visitors through technical requirements, integrations, and implementation considerations.

How EDE Designed an RSNA Exhibit Around Meetings

One example of meeting-focused exhibit design comes from EDE’s work with Intelerad Medical Systems at RSNA 2021 in Chicago.

EDE designed and built a custom 50′ × 70′ exhibit that combined welcoming public spaces, private meeting environments, dedicated demonstration stations, and a central presentation area.

The goal was to create an approachable environment where healthcare professionals could comfortably explore Intelerad’s medical imaging solutions and engage in meaningful conversations.

According to the published case study, Intelerad completed more than 260 meetings and captured over 600 leads during the event.

This project demonstrates how strategic exhibit design can support measurable business goals by making meetings and demonstrations central to the attendee experience.

For HIMSS 2027, exhibitors should similarly consider how many meetings may take place simultaneously, how visitors will move between spaces, and whether demonstrations could interfere with conversations.

Explore EDE’s Intelerad RSNA Case Study

The key takeaway: Design meeting spaces around the conversations your team needs to have, not simply the amount of available booth space.

4. Assign Staff Responsibilities and Plan the Visitor Experience

Even a well-designed exhibit can become less effective without a clear staffing plan.

At a major healthcare technology event like HIMSS, your team may need to manage product demonstrations, scheduled meetings, walk-in visitors, and technical questions at the same time.

Before approving your booth design, determine how your team will operate within the space.

Consider assigning the following responsibilities:

• Booth Greeters: Welcome visitors, understand their interests, and direct them to the appropriate team member.
• Product Demonstration Specialists: Lead product presentations, answer questions, and guide visitors through technology demonstrations.
• Sales Representatives: Conduct discovery conversations, identify potential opportunities, and coordinate follow-up meetings.
• Technical Experts: Support detailed discussions about system capabilities, integrations, cybersecurity, and implementation.
• Meeting Hosts: Coordinate scheduled customer meetings and ensure the appropriate participants and resources are available.
• Booth Manager: Oversee daily booth operations, staffing schedules, and overall visitor flow.

Your staffing plan should also account for busy periods, breaks, and scheduled demonstrations.

Think Through the Visitor Journey

Consider what happens from the moment a prospective customer approaches your booth.

Will someone greet them? Can they immediately see what your company offers? Is there a clear way to request a demonstration or connect with a sales representative?

A well-organized visitor experience should make it easy for attendees to move from initial interest to meaningful engagement.

Drawing from EDE’s experience creating healthcare exhibits for RSNA, thoughtful attendee flow is especially important when a booth includes multiple demonstration areas, private meetings, and high visitor activity.

For example, a visitor may start with a brief product overview, speak with a technical specialist, and then schedule a more detailed conversation with a sales representative.

Your booth layout should support these interactions without creating unnecessary congestion.

The key takeaway: Define staff responsibilities and map the visitor journey before finalizing the physical booth design.

5. Establish Clear Booth Goals and Budget Priorities

A successful HIMSS exhibit should support measurable business objectives while making effective use of your budget.

Before investing in exhibit features, determine what your team wants to accomplish during the event.

Your primary goals may include:

• Generating qualified sales opportunities
• Hosting scheduled meetings with prospective customers
• Demonstrating new healthcare technology solutions
• Expanding relationships with existing customers
• Connecting with strategic technology partners
• Building awareness in new healthcare markets
• Creating opportunities for post-show sales conversations

Consider how you’ll measure these results.

Rather than focusing exclusively on the number of contacts collected, your team may want to track qualified conversations, completed demonstrations, meetings held, and agreed-upon next steps.

These objectives should directly influence how your exhibit budget is allocated.

Prioritize Your Exhibit Investment

Depending on your booth requirements, major budget considerations may include:

• Custom exhibit design and fabrication
• Product demonstration stations and technology
• Audiovisual equipment and digital displays
• Private and semi-private meeting spaces
• Furniture, lighting, and branded graphics
• Electrical, internet, and technical show services
• Shipping, installation, and dismantling
• Storage and onsite support

Not every exhibit needs the same features.

A healthcare software company focused on product demonstrations may prioritize interactive technology and reliable connectivity.

A company focused on executive meetings may place greater importance on private meeting rooms, comfortable seating, and a professional hospitality environment.

Account for Exhibiting at Chicago’s McCormick Place

Because HIMSS 2027 will take place at McCormick Place, exhibitors should also consider venue-specific logistics, installation requirements, and show service coordination when preparing their budgets.

McCormick Place hosts some of the country’s largest trade shows, including RSNA. Exhibiting at this venue requires careful planning around shipping, material handling, labor coordination, equipment installation, and event schedules.

As a Chicago-based exhibit company with extensive experience supporting RSNA exhibitors, EDE understands the planning and coordination involved in delivering complex healthcare exhibits at McCormick Place.

Our experience in custom exhibit fabrication, logistics, installation, and dismantling helps us evaluate how creative design concepts translate into practical show-floor execution.

For HIMSS exhibitors, working with a team familiar with the venue can provide valuable perspective when determining project requirements, anticipating logistical considerations, and planning an appropriate budget.

The key takeaway: Let your business goals determine where your exhibit budget should be invested, and account for the operational requirements of exhibiting at McCormick Place.

6. Establish Your Approval Process Before Finalizing the Booth Design

HIMSS exhibit planning often involves several internal teams, including marketing, sales, product development, IT, and executive leadership.

Each team may have different expectations for the booth, making communication and approval responsibilities especially important.

Before moving forward with your final exhibit design, identify who will be responsible for approving:

• Overall exhibit objectives and project scope
• Booth layout and space requirements
• Product demonstration formats and technical needs
• Meeting spaces and visitor experience
• Technology integration and equipment
• Branding, messaging, and graphics
• Budget and major project expenses
• Final production and delivery milestones

It’s also important to confirm that your demonstration plans align with internal technology, security, and compliance requirements.

For example, your product team may need to approve demonstration software, while your IT team confirms technical requirements and your sales team validates meeting space needs.

Assigning one primary internal project owner can help keep these decisions organized and reduce unnecessary delays.

For HIMSS 2027, exhibitors should review their remaining project milestones as early as possible, particularly if their exhibit involves custom fabrication, multiple demonstration environments, or complex technology integrations.

EDE’s experience managing custom healthcare exhibits for RSNA provides a practical understanding of how design approvals, technical requirements, fabrication, and show-floor logistics need to work together.

The key takeaway: Confirm your technical requirements, stakeholder responsibilities, and approval process before signing off on the final booth design.

Your HIMSS 2027 Demo and Meeting Brief: What to Prepare

Before discussing exhibit concepts with a design and fabrication partner, prepare a short brief outlining your business objectives, product demonstrations, and meeting requirements.

This doesn’t need to be a lengthy document. A one-page summary can help your internal team communicate priorities and provide potential exhibit partners with a clearer understanding of the project.

Your HIMSS 2027 exhibit brief should include:

• Company and Brand: Provide a brief overview of your company, healthcare technology solutions, and target audience.
• Exhibit Objectives: Define your primary business goals, including lead generation, customer meetings, product demonstrations, or brand awareness.
• Target Visitors: Identify the healthcare professionals, executives, technical decision-makers, and partners you want to engage.
• Demonstration Requirements: Outline the products or solutions you’ll demonstrate, preferred presentation formats, technical equipment, and space needs.
• Meeting Requirements: Identify the number and types of meeting spaces needed, including open discussions, semi-private seating, and private meeting rooms.
• Booth Space: Include your confirmed booth dimensions, location at McCormick Place, and specific layout requirements.
• Staffing Plan: Define the responsibilities of sales representatives, technical specialists, demonstration teams, and booth management.
• Budget: Establish your estimated overall investment and identify the most important exhibit components.
• Technical Requirements: Document internet, electrical, audiovisual, software, and equipment requirements.
• Timeline and Approvals: Identify key project milestones, internal decision-makers, and final approval responsibilities.

Having this information prepared makes initial exhibit planning conversations more productive and helps ensure that your final design supports the meetings, demonstrations, and business goals that matter most.

Why EDE’s Chicago and RSNA Experience Matters for HIMSS 2027

While HIMSS and RSNA serve different areas of the healthcare industry, both events require exhibitors to present sophisticated technology, communicate complex solutions, and create opportunities for meaningful conversations with healthcare professionals.

At EDE, we have extensive experience designing and fabricating high-end custom exhibits for healthcare and medical technology companies participating in RSNA at Chicago’s McCormick Place.

Our work with brands such as Aidoc and Intelerad demonstrates how thoughtful exhibit design can integrate technology demonstrations, private meeting environments, compelling visual storytelling, and functional attendee experiences.

Just as importantly, our Chicago location and familiarity with McCormick Place give us experience with the venue’s logistical and operational considerations.

From custom exhibit design and in-house fabrication to shipping, installation, dismantling, and show-floor coordination, EDE works to create cohesive exhibit experiences that support our clients’ business objectives.

For healthcare technology companies preparing for HIMSS 2027, these capabilities offer a foundation for planning exhibits that balance sophisticated design with real-world functionality.

Bring Your HIMSS 2027 Exhibit Vision to Life With EDE

A successful healthcare technology exhibit should do more than capture attention. It should create an environment where your team can demonstrate innovation, build relationships, and engage in meaningful business conversations.

With extensive experience at RSNA and a strong understanding of Chicago’s McCormick Place, EDE brings healthcare exhibit expertise, creative design, and precision fabrication together to support brands preparing for major industry events.

Whether your HIMSS 2027 priorities involve interactive demonstrations, executive meeting environments, or a fully custom branded experience, the starting point is understanding what your business needs to accomplish on the show floor.

Ready to discuss your HIMSS 2027 demo and meeting requirements?

Connect with EDE to share your exhibit objectives, product demonstration needs, meeting space requirements, and project timeline. Our team can discuss your priorities and evaluate potential next steps based on project scope, schedule, and current capacity.

Related reading:

How to Select a Trade Show Exhibit Partner

EDE’s Custom Exhibit Solutions for RSNA in Chicago

Chicago Trade Show Exhibits at McCormick Place