CRH Medical Corporation Tradeshow Marketing Collateral
Company: CRH Medical Corporation
Role: Designer, Brand Strategist
Project Type: Integrated Social Media & Tradeshow Marketing Campaign
Overview
CRH Medical Corporation’s five business units, Radar Healthcare Providers, Harmony Anesthesia, CRH GI Solutions, CRH Anesthesia, and CRH O’Regan System, each operate as distinct vendor brands attending major industry tradeshows and conferences to connect with healthcare professionals. To maximize their visibility and booth engagement, each business unit needed an integrated marketing strategy that leveraged both digital and physical touchpoints. The objective was to design a cohesive collateral suite for each business unit that spanned social media graphics (posted on their independent channels), printed promotional materials distributed at tradeshow booths (flyers, bag inserts), and branded giveaways that would be advertised on social media and highlighted in person to drive booth traffic. This integrated approach created a continuous brand experience that began online, drew attendees to the booth, and concluded with memorable physical collateral they’d take home and reference.
AANA Annual Congress Giveaway Flyers
My Role
Audited the brand guidelines for each of the five business units and updated elements as needed.
Designed and and worked with the art director to complete integrated collateral suite, social media graphics, printed flyers, bag inserts, and giveaway packaging, tailored to each business unit’s brand system.
Created platform-specific social media templates optimized for Instagram, LinkedIn, Facebook, and X to promote booth presence and advertise giveaways before and during events.
Designed print-ready materials and collateral pieces distributed at tradeshow booths that reinforced each business unit’s social brand and encouraged attendee engagement.
Developed packaging and graphics for branded giveaways that served as engagement drivers at the booth and extended brand presence beyond the event.
Developed production-ready large-format files for posters and booth backdrops, coordinating with printing agencies to ensure technical specifications and color accuracy.
Collaborated with marketing manager and tradeshow lead to align pre-event promotion strategy, booth messaging, and post-event follow-up tactics.
Posterboard Design
Backdrop Design
Task
As the designer supporting CRH Medical Corporation’s five business units, I was responsible for fulfilling tradeshow and conference marketing requests on a continuous basis throughout the year. Each business unit required social media graphics promoting time-sensitive information such as giveaway announcements, featured speakers, recruiting opportunities, and booth details that needed to be produced quickly and aligned with their respective brand systems.
For printed collateral used at tradeshow booths, requests came from the tradeshow lead, recruiters, and providers attending events, and they varied significantly in scope. Some requests could be addressed by updating existing templates with new messaging, refreshed imagery, or current brand elements. Other requests required designing new materials and templates from scratch to meet specific booth needs or event requirements.
The task involved managing this workflow across five distinct business units, each with their own brand guidelines and visual identity, while maintaining consistency, meeting tight timelines, and ensuring all materials, whether template-based updates or new designs, reflected professional execution and brand alignment.
CRH GI Solutions Giveaway Flyer
CRH Anesthesia Flyer
Harmony Anesthesia Flyer
CRH Anesthesia Social Media Graphics
Research & Insight
I conducted brand audits of each business unit, reviewed their social media presence and tradeshow participation history, and talked with the marketing and tradeshow leads about their promotional goals and constraints. Key insights emerged:
Each business unit has a distinct identity: Radar, Harmony, CRH GI Solutions, CRH O’Regan System and CRH Anesthesia serve different clinical specialties and provider personas; each needed messaging and visual language tailored to their audience and competitive position.
Social media drives booth traffic: Attendees research vendors before conferences; social posts teasing booth presence, new solutions, or exclusive giveaways create anticipation and motivation to visit. Without this pre-event promotion, booth traffic is passive and unpredictable.
Physical collateral extends digital reach: Flyers and inserts taken from the booth become post-event reminders; giveaways with branding are kept and used, extending visibility long after the conference. These materials should feel like natural extensions of the social brand, creating continuity.
Giveaways are engagement drivers: Branded giveaways are high-ROI assets that incentivize booth visits and create memorable touchpoints. When advertised in advance on social media, they generate buzz and differentiate a vendor from competitors.
Platform-specific content performs better: Social media content optimized for each platform (Instagram Stories, LinkedIn posts, Facebook carousel ads) reaches different audience segments and requires format flexibility. Templates enable this without increasing production burden.
Consistency builds credibility: Healthcare providers are more likely to trust and engage with vendors who present a polished, consistent brand across digital and physical touchpoints. Fragmentation signals disorganization.
Harmony Anesthesia Social Media Graphics
Radar Healthcare Providers Social Media Graphics
Design Approach
Streamlined each business unit’s brand system: Worked within each brand’s established color palette, typography, imagery style, and visual voice. Built templates that leveraged and strengthened each business unit’s existing identity across both digital and print.
Designed an integrated campaign: Worked with marketing manager to create a strategic timeline where social media posts teased booth presence and giveaways 2–4 weeks before events, ramped up promotion the week of the conference, and encouraged post-event engagement and follows. Each touchpoint (social post, booth signage, giveaway item) reinforced the same messaging and visual identity.
Created platform-specific social templates: Developed reusable templates for Instagram feed posts, Stories, LinkedIn posts, and Facebook content that were visually optimized for each platform. Templates included promotional messaging about booth location, booth activities, giveaway availability, and calls-to-action to visit the booth.
Designed print collateral that mirrored social branding: Created flyers, bag inserts, and booth signage that reflected each business unit’s social aesthetic, ensuring attendees felt a seamless brand experience from online discovery to in-person engagement.
Built modular, reusable templates: Created production-ready files with locked design elements, clear asset libraries, and usage guidelines so marketing teams could adapt templates for different events, adjust messaging, and produce materials independently without design involvement.
CRH GI Solutions TV Monitor Slides
Outcome
The consistent visual identity across social and print materials elevated the perceived professionalism and credibility of each business unit. Giveaways were highly effective engagement drivers, with branded items becoming visible reminder pieces that generated post-event social media follows and inquiries. Marketing teams were able to confidently produce content and materials for multiple tradeshows throughout the year, staying on production schedule and reducing design costs. Attendees and healthcare providers reported a more cohesive and memorable brand experience as they encountered each business unit’s messaging across digital and physical touchpoints both before, during, and after events.
Reflection
Designing tradeshow marketing materials reinforced how powerful integrated marketing strategies can be when digital and physical touchpoints are designed in tandem. Rather than treating social media and tradeshow collateral as separate problems, thinking of them as part of a single campaign narrative, awareness, engagement, and lasting impression, dramatically increased effectiveness. I learned that giveaways deserve strategic design attention; they’re not afterthoughts but high-ROI brand assets that should be planned and promoted alongside other campaign elements. The pre-event social promotion was particularly valuable, transforming passive booth traffic into intentional visits from interested prospects. Finally, this project demonstrated that in healthcare marketing, trust and professionalism are built through consistency, when a provider sees a business unit’s brand reflected consistently across Instagram, a booth poster, a takeaway card, and a giveaway item, it signals an organized, credible vendor worth engaging with.