But the perfect formula for pharma marketing success at conventions isn't etched in stone. Innovative marketers can stand out and attract greater traffic, and reach larger numbers of high-prescribing, influential physicians.

Healthcare professionals who can enjoy a no-detail-zone, get high-value freebies, and low-pressure sales representative interaction at exhibits or booths are more likely to change their overall impression—and prescribing behaviors. And they may desire to return next year.

Pharmaceutical marketers who construct a well-rounded conference presence will fare far better than those companies that simply lock-and-load a snappy display on the show floor. More and more, physicians are demanding substance over style.