Case Study — Emergency Care
Stryker Emergency Care
Making an invisible product benefit easier to understand.
Stryker Emergency Care needed a new audience to understand value that didn't sit in the device alone — and an exhibition environment that could prove it, commercially, on the show floor.
70 qualified opportunities
From 106 leads at the Work Health & Safety Show — including one
significant deal won within two weeks.
Industry
Emergency Care / Workplace SafetyEvent
Work Health & Safety ShowStand Type
Reusable / modular exhibition environmentPrimary Objective
Create better-quality conversations with a new audienceCommercial Outcome
1 significant deal within 2 weeks
The Challenge
A different audience, and a value that's hard to see
Stryker was entering the Work Health & Safety Show with a different audience in mind. Facilities managers, workplace health and safety professionals and enterprise buyers were not necessarily approaching AEDs in the same way as Stryker's traditional healthcare customers. If the exhibition focused primarily on the device, the conversation could quickly become a comparison of features and price. But Stryker's broader value proposition went further than the product itself. The opportunity was to make the less visible parts of that value easier to understand and relevant to the people responsible for workplace preparedness.
The Approach
Turning strategy into the physical environment
OSCAR helped clarify what the audience needed to understand and shaped the exhibition strategy around the conversations Stryker wanted to create. TEC then translated that direction into the physical environment. Rather than treating the stand as a place to simply display and demonstrate an AED, the environment needed to support a wider conversation about preparedness, ownership and the support surrounding the product. The stand also needed to work beyond one event — reuse and modularity were part of the brief, allowing Stryker to carry the investment into a broader exhibition program rather than treating the show as a one-off.-
- Make invisible value easier to discuss
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- Speak to a different audience
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- Support better-quality conversations
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- Keep working beyond one show
The Proof
70 qualified opportunities from 106 leads
The show generated 106 leads, with 70 identified as qualified opportunities. That distinction mattered more than the raw lead count — the exhibition was designed to help the team focus on the people and conversations with stronger commercial potential. Within the first two weeks after the show, one significant deal had already been won. The result gave Stryker both immediate commercial evidence and a stronger benchmark for how future exhibitions could be approached.
The Bigger Idea
What isn't visible on the stand
Some of the most valuable things a business offers are not immediately visible on an exhibition stand. For Stryker, the opportunity was to move beyond product demonstration and create an environment that supported conversations about the wider value surrounding the AED. OSCAR shaped the strategic direction. TEC brought that direction into the physical exhibition environment. Together, the approach helped Stryker communicate a less visible point of difference to a new audience while creating stronger commercial opportunities.The Numbers
Results that back up the story
106
Leads captured across the event
70
Qualified opportunities — a strong proportion of the total lead pool
1
Significant deal won within the first two weeks after the show
Repeatable
A clearer foundation for future exhibitions and continued reuse
In Stryker's Words
“I've learned that it's not just about showing up with a great display. It's about how you engage people before the show and how you try to close those deals after the show.”
— Alex Aguirre, Marketing Manager, Stryker Emergency Care
