At Zorg & ICT in Utrecht, Baxter wanted to show more than products alone. The exhibit needed to demonstrate how beds, monitors, care equipment, and digital connections work together to support more efficient workflows in the hospital. A necessity in a time of staff shortages. The focus was on acute care, with hospital professionals, buyers, and financial decision makers as key target groups.

KOP translated this need into an open and modern exhibit with a strong visual identity. The use of color, rounded shapes, and LED lighting created distinction, appeal, and impact on the trade show floor. The hospital beds were not placed separately in the space, but became part of the presentation. Visitors could see at a glance what Baxter stands for: connected healthcare solutions that support the work being done in hospitals.

During the event

Large visuals and screens helped Baxter reinforce the theme “redefining healthcare delivery” and open the conversation. This created a clear environment where account managers and clinical specialists could tell the story effectively.

Healthcare professionals could view the applications up close, while other decision makers quickly understood how Baxter contributes to workflow efficiency, care optimization, and return on investment.

Baxter also responded enthusiastically to the result. Annelies Lahaque, bids & tender specialist at Baxter, summed it up briefly:

“Woooow nicely done!”