Event marketing / Brand activation / Content
FeelTect at EWMA
EWMA put FeelTect in front of a highly relevant clinical audience. My job was to turn the conference from a standalone event into a connected marketing campaign spanning pre-event awareness, on-site brand activation and post-event content.
- Role
- Marketing Intern, coordinating activity across the FeelTect team
- Timeline
- Delivered during the FeelTect placement
- Scope
- Event marketingBrand activationCampaign planningStand and creativeClinical contentSocial mediaSupplier coordination
- Connected campaign stages
- 3Connected campaign stages
- Languages of clinical materials
- 2Languages of clinical materials
- International Bandaging Competition
- 1International Bandaging Competition
At a glance
- Project
- Full-cycle event marketing for an international wound care conference, planned across three connected stages: before, during and after.
- My role
- Campaign planning, stand creative, bilingual clinical materials, competition activation, social content, stakeholder and supplier coordination.
- Key outputs
- Exhibition stand creative and messaging
- Bilingual clinical materials in English and German
- The FeelTect International Bandaging Competition
- Social campaign around FeelTect's presence at EWMA
- Reusable content generated from the event
- Primary result
- 3 connected campaign stages
Tech stack
Tools used
Adobe InDesign
Affinity Designer
Canva
LinkedIn
YouTube
01 · The context
Making an international event work harder
For an early-stage MedTech company, an international industry conference is a concentrated opportunity to put the brand, product and expertise in front of a highly relevant professional audience.
The challenge was to make the most of FeelTect's presence at EWMA by creating activity around the event, instead of treating the stand as the entire campaign. I approached the work across three connected stages: before, during and after. Build awareness first, create an engaging experience on the stand, then extend the value of the event through content and digital activity afterwards.
02 · The marketing challenge
From conference attendance to meaningful brand engagement
The event carried several wider marketing objectives at once. FeelTect needed to increase visibility among relevant wound care professionals, communicate the Tight Alright proposition clearly, present the brand credibly in a clinical environment, give people a reason to engage with the stand, translate complex clinical information into accessible communications, and generate content that could outlast the physical event.
That meant moving past the question of what the stand needed, and asking instead how every part of the event could contribute to the wider marketing experience.
03 · The audience
Communicating with a specialist clinical audience
EWMA brought together exactly the professional audience FeelTect needed. The communications had to work within a clinical context while staying accessible enough to capture attention in a busy exhibition hall.
A visitor had to be able to understand quickly what problem Tight Alright addresses, what the technology does, why it is clinically relevant and why they should engage further. That shaped both the event messaging and how information was presented across physical and digital content.
04 · Before
The campaign started before people arrived
The stand creative had to communicate the Tight Alright proposition quickly in a crowded conference setting, so the messaging focused on the clinical problem and the value of defined pressure rather than technical product terminology.
Clinical materials were produced in English and German, reflecting the international audience. The German creative was designed to work naturally in context rather than being run through a translator, because a translated poster reads like one.
Social content built digital visibility around FeelTect's presence before the doors opened, connecting the physical event with the company's wider content activity. The principle was simple: the campaign should reach the visitor before the stand does.
05 · During
Turning the stand into an experience
The centrepiece was the FeelTect International Bandaging Competition, which let visitors experience the Tight Alright technology instead of being told about it. The mechanic was straightforward: guess the pressure, apply the bandage, see the actual pressure on the device.
That gave the stand a focal point and made the technology part of the conversation. The supporting creative was built around a simple three-step mechanic so visitors could understand the activity at a glance, and I designed the competition materials, including the two-sided poster explaining how to take part.
The activation had a marketing role beyond entertainment. It made tangible exactly what separates Tight Alright from standard compression practice.
06 · Content and creative
Complex clinical information, communicated quickly
The event needed materials that worked in a high-traffic environment, balancing clinical credibility with visual simplicity. The creative system covered exhibition stand graphics, pull-up banners, competition posters, English and German clinical materials, social content and product-focused communications.
Everything returned to the central Tight Alright proposition: defined pressure rather than blind application. The physical materials created the visual language through which the product could be understood in a busy professional environment.
07 · After
The conference did not end when the doors closed
Social content communicated FeelTect's presence around EWMA, and the event itself produced material that continued to be used well beyond the conference: photography, competition content and clinical conversations feeding back into the wider content system.
That connected event, content, social, website and ongoing brand visibility, and turned the conference into a source of reusable marketing content.
08 · Cross-functional execution
Marketing in a specialist environment
As the solo marketing lead I worked directly with the founders, CEO, clinical team and engineering team to turn specialist knowledge into usable marketing communications. The challenge was usually translation: clinical and engineering colleagues think in evidence, technology and technical detail, and marketing has to turn that into communication a wider audience can absorb quickly.
That mattered doubly for the event, because the same proposition had to hold across stand graphics, clinical materials, social content and live demonstrations.
09 · Beyond the creative
Managing the practical side of delivery
Working solo also meant owning the operational side of the campaign: coordinating external suppliers, making sure materials and creative arrived for the event, and introducing more structure around external creative work, with clearer expectations on deliverables and timelines.
The experience reinforced that event marketing needs both strategic thinking and operational discipline. A strong concept only counts if it can be delivered to the required standard and deadline.
10 · Tools & tech stack
What the work ran on
Creative: Adobe InDesign, Affinity Designer, Canva.
Channels: LinkedIn, YouTube and FeelTect's wider social presence.
Delivery: supplier coordination and print production for the stand and clinical materials.
11 · What happened
A stronger connection between FeelTect's physical event presence and its wider marketing: greater visibility at an important international event, an engaging brand experience, bilingual clinical communications and reusable content. Where direct commercial attribution is unavailable, I have not attributed revenue or pipeline outcomes to the event.
- Connected campaign stages planned and delivered
- 3Connected campaign stages planned and delivered
- Languages of clinical materials produced
- 2Languages of clinical materials produced
- International Bandaging Competition activation
- 1International Bandaging Competition activation
Reflection
What I learned
Effective B2B event marketing starts well before the exhibition opens. The stand is the visible part, but the strategic value comes from everything connected to it: plan the audience, define the message, build anticipation, create an experience, capture content, extend the conversation digitally.
Cross-functional communication is everything in MedTech. The marketer needs to understand enough of the underlying clinical subject to turn specialist knowledge into communication that is accurate, useful and engaging.
The experience changed how I think about events. An industry conference should be treated as a marketing touchpoint inside a much longer customer and brand journey, rather than three days of activity.