George Feehan, president of GWF Associates, specializing in interactive educational programs, says, "Content is definitely the most important aspect of an exhibit booth presentation. Virtual Reality and 3-D technologies help increase attendees reaction to information, but only if the information is worthwhile. The main purpose of your exhibit is to have attendees say.'I learned something.'"
Peter Taft, vice president of Marketing & Creative Services, an exhibit planning and design company, says "The question exhibitors are asking is what will this technology do for us? Will it help attract attendees to our booth and will it help gather and qualify leads?" The touch-screen kiosks, with its surface-wave and guided wave technology, registers attendees' touches.
Merele Adelman, worldwide events manager for Medical Products Group at Hewlett-Packard Company, says that CD-ROM, CD-I and laserdisc technologies "provide the ability to have on the exhibit floor 'learning centers,' where an attendee can learn at his own pace. picking and choosing the information that is most valuable to him."
(For information on these sources, contact the Healthcare Convention & Exhibitors' Association, 404/252-3663)