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OVERVIEW: AAD25

The 2025 American Academy of Dermatology (AAD) Annual Meeting brought together top dermatologists, researchers, and industry leaders to explore the future of skin health.

AAD’s hybrid identity—part clinical summit, part consumer showcase—was on full display, from Martha Stewart’s widely anticipated keynote fireside chat with AAD President Dr. Seemal R. Desai to networking at Universal CityWalk, hands-on workshops, and live technique demos. Financial planning and private practice sessions rounded out a packed agenda.

What we saw at AAD this year didn’t happen in a vacuum. Just 46 days into a new administration, seismic shifts in governmental oversight began rippling through the healthcare landscape—most notably at the FDA, where layoffs and leadership changes raised questions about future regulatory timelines, clinical approvals, and how companies plan and prioritize product launches. These uncertainties showed up in more cautious messaging, a heavier presence of pipeline discussions rather than splashy launches, and a tone of strategic restraint on the show floor.

Adding further tension was the looming threat of new reciprocal tariffs introduced via executive order just days before AAD. These tariffs pose a direct hit to the business events industry—particularly small businesses that make up the majority of exhibitors. With rising costs for booths, logistics, and travel, the economic viability of participation is being tested. The worry isn’t abstract—it’s real, immediate, and was echoed in quieter corners of the convention as smaller exhibitors questioned whether their presence at next year’s show would be financially feasible.

Compounding all this are broader cultural and geopolitical pressures. The administration’s shifting stance on DEI initiatives—once a unifying theme across many life sciences and healthcare brands—created uncertainty around messaging and programming. Meanwhile, the specter of disrupted international travel sparked concern about long-term attendance trends, especially from global partners. While these forces were just beginning to surface during AAD, they’ve only accelerated in the weeks since—and together, they signal a potentially profound and long-lasting reshaping of both the global events industry and the way healthcare companies show up on the convention circuit.

WHAT WE SAW

New Science

AAD spotlighted major advances in dermatologic drug development, with new data in psoriasis, atopic dermatitis, alopecia areata, and prurigo nodularis. Many of these corresponded with signifcan tdollars in new exhibits and upgraded booth spaces.

  • Icotrokinra (JNJ-2113), an oral IL-23 receptor inhibitor from Johnson & Johnson, showed biologic-level efficacy in psoriasis with 40% of patients reaching PASI 100 at 20 weeks.

  • A new TYK2 inhibitor from InventisBio outperformed existing agents, while deucravacitinib showed promise for cutaneous lupus erythematosus.

  • ZORYVE (roflumilast foam 0.3%) demonstrated strong results in scalp and body psoriasis in the phase 3 ARRECTOR trial.

  • Bempikibart, formerly ADX-914, showed impressive results for severe alopecia areata in Q32 Bio’s SIGNAL-AA study.

  • Tapinarof cream (VTAMA®) sustained symptom-free periods in atopic dermatitis patients post-treatment.

  • Ruxolitinib cream (Opzelura) showed phase 3 efficacy in treating prurigo nodularis.

  • Amlitelimab, an anti-OX40L antibody, suggested new possibilities in long-term AD control.

RECORD-BREAKING ATTENDANCE

This year’s event broke records, with over 20,000 attendees—surpassing the 2024 total in San Diego—and included 428 exhibitors and more than 7,300 exhibitor personnel. Medical professionals made up roughly half of the attendees, with residents and non-clinical personnel comprising another 25%.

Social media posts from AAD reveal a diverse takes on key moments, news, and announcements from the event.

Competition for face time began outside the exhibit hall.

With promotional rules limiting what companies can say, many leaned into visual dominance.

Bus ads were ubiquitous (J&J’s Tremfya, Arcutis’ Zorvye), while brands like Elta MD opted for Uber sponsorships. Novartis’ escalator graphics in high traffic areas provided Novartis with good bang for the buck.

Some placements, like Abbvie’s Skyrizi walkway ad, felt misaligned with foot traffic patterns. We observed very little foot traffic.

Care Credit’s “Cuddle Zone” delivered an emotional hook.

Inside the hall, brands got creative. Abbvie sponsored a food truck.

  • Canine Cuddle Zone

  • Canine Cuddle Zone

  • Directional Signage

  • Escalator Graphics

  • Food Truck

For many exhibitors, opening day was a story of quantity vs. quality.

As usual the show floor was a sea of people—not moving. Dozens of booths drew long queues, with average wait times hovering around 30 minutes. The line into l’Oréal’s sprawling exhibit was typical, easily 200 deep, weaving through multiple zones in their own exhibit and extending into the aisles blocking access to their neighbors. At peak times, it was nearly impossible to navigate certain aisles, penalizing l”Orêal’s neighbors.

P&G managed crowds better with structured presentations, calmly leading ~100 people at a time through a 15-minute wait and a 12-minute presentation. At the conclusion of the presentations, reps stood ready to engage.

Some exhibitors tried to turn the wait into an opportunity, but in most cases, the crowds were overwhelming. There’s value in a crowd, sure—but only if you can actually reach the people in it.

Yes, giveaways are a draw. But when your audience—highly educated, time-starved professionals—is spending hours in line for swag, you have to ask: is this helping or hurting engagement?

Not all big booths were created equal.

The top five sponsors at AAD—AbbVie, Pfizer, Sanofi/Regeneron, Novartis, and Eli Lilly—underscored their dominant positions in the dermatology space. Each brought a major footprint, using high-impact visuals, interactive programming, and tightly integrated scientific messaging to reinforce their leadership in key therapeutic areas like psoriasis, atopic dermatitis, and hidradenitis suppurativa.

AbbVie once again set the tone with a commanding presence centered on its blockbuster immunology portfolio, blending sleek design with curated clinical content that kept healthcare providers engaged. Pfizer leaned into education, offering a clear narrative around innovation and patient outcomes, while Sanofi/Regeneron spotlighted their partnership with a unified booth experience that showcased both clinical data and patient-centric storytelling. The brand’s bold color scheme helped it stand out and was foundational to perhaps the best execution of fair balance on the show floor.

Novartis used elegant booth architecture and expert-led presentations to communicate pipeline depth, while Eli Lilly stood out for its dynamic engagement zones and emphasis on digital integration—reflecting a broader strategy to connect with younger physicians and tech-savvy HCPs. EBGLYSS front and center, but Lilly’s gargantuan kiosks and muddled branding diminished its impact.

While the “Big Five” delivered as expected, not all large exhibitors hit the mark. UCB, for instance, struggled to translate its product value into compelling booth engagement, with a presence that felt visually flat and lacking in storytelling. Among tech and device companies, booth placement was everything—those positioned near the giants saw increased foot traffic, while others were tucked away and missed key opportunities for visibility. Smaller players in AI, imaging, and diagnostics found it difficult to break through the noise without a strong hook or standout programming.

Lilly, Johnson & Johnson, Sanofi, and Novartis ran tight, clear, engaging exhibits. Their booths managed to be busy without becoming chaotic, and they struck the right balance between brand storytelling and clinical substance.

On the flip side, some big names missed. UCB’s booth lacked energy and clear messaging. Even Novartis, despite being strong overall, had moments where its layout and staff engagement didn’t quite land. At this scale, success is about more than money—it’s about execution. The winners didn’t just show up big; they showed up smart.

  • Abbvie

  • Novartis

  • Novartis

  • J&J

  • Eli Lilly

  • Novartis

  • Sanofi/Regeneron

  • Sanofi

  • P&G

A clear divide emerged between non-pharma and pharma booths.

ANon-pharma brands had more freedom to offer immersive, interactive experiences—Neutrogena’s custom scrubs and CeraVe’s brand history walkthroughs drew consistent attention. In contrast, pharma relied on structure, content, and hospitality. Standouts included Botox’s lounge, BMS’s branded “Winkaccinos,” and Takeda’s culturally rooted Tea House.

  • Takeda

  • Botox

  • BMS Winkaccinos

Engagement tactics ranged from the creative to the tried-and-true.

Here’s an expanded version with added detail and energy:

Beyond the towering booths and medical deep dives, many brands at AAD leaned into inventive engagement tactics to attract attendees and drive memorable interactions. From passport-style badge scans that gamified the booth journey to build-your-own swag stations and hands-on product demos, creativity was on full display.

Beiersdorf (parent company of Eucerin and Aquaphor) offered tactile skincare trials with hydration sensors and sensory feedback tools, inviting HCPs to experience their products’ impact firsthand. Bubble, the Gen Z skincare favorite, brought its playful branding to life with a fresh, youthful booth design and social-media-ready moments—positioning itself as a bridge between consumer trends and clinical relevance.

Boehringer Ingelheim focused on interactivity through a digital “path to patient” journey, emphasizing its commitment to innovation in immune-dermatology. Bristol Myers Squibb took a more narrative approach, weaving storytelling into its booth design with patient case studies and a rotating lineup of thought leader presentations that drew steady crowds.

And then there was Vanicream, which quite literally built a monument to its core mission. Their towering “dry skin installation” was both tongue-in-cheek and informative—doubling as a selfie magnet and a tactile educational tool that visualized the impact of dermatologic conditions on different skin types. It was a reminder that even heritage brands can surprise when they embrace bold, on-theme creativity.

Bristol Myers Squibb’s VR headsets and circular LED MOA were underutilized likely due to the lack of clear call to action (and lack of staff.)

UCB stuck to a classic testimonial wall, matching each completed wish with a donation to the National Psoriasis Foundation and the Hidradenitis Suppurativa Foundation.

Castle Biosciences went old school and playful with a custom-build Whack a Mole that reminded attendees that skin cancer is not a game.

  • Virtual Reality

  • Testimonial Wall

  • MOA

  • Whack a Mole

    Castle Biosciences

  • Photo Opp

  • Headshots

  • Hospitality

  • Diagnostic Challenge

New treatments and diagnostic technology proliferated on the show floor.

Technology took center stage as innovations in AI, imaging, telehealth, and laser devices highlighted how tech is changing dermatologic care—from diagnostics to patient experience.

  • AI tools are improving diagnostic accuracy, although debates continue over their true clinical utility.

  • Quantificare is advancing dermatologic evaluation with its DermaViz® UV camera system for standardized photography and innovative imaging tools. At AAD, they introduced a semi-automated method for assessing vitiligo lesions (T-PASI) and shared new research on automatic grading of acne severity (IGA).

  • Wingderm presented its 1550nm non-ablative fractional laser for deep collagen regeneration.

  • Telehealth and DataDerm were discussed for expanding access and equity.

  • Alpenglow Biosciences introduced AI-powered 3D spatial biology.

  • The importance and opportunities of molecular testing and precision diagnostics were emphasized by Dr. Adewole Adamson.

  • Dr. Peter Lio, Clinical Assistant Professor of Dermatology and Pediatrics at Northwester University Feinberg School of Medicine, stressed the value of minimizing pain—especially in pediatric patients—through topical anesthetics, cooling techniques, vibration tools, and psychological distractions. These small efforts not only improve patient experience but lead to smoother procedures and better clinical outcomes.

AAD attendees witnessed exciting developments in cosmetic dermatology

Cosmetic innovation was a major theme at this year’s meeting, with several new technologies drawing attention for their ability to reshape how dermatologists approach aesthetic treatments. These tools aren’t just about novelty—they reflect a growing demand for effective, low-downtime options that deliver results across a wide range of skin types and patient needs.

  • One standout was MultiFrax, a handheld fractional laser that combines 1550 nm and 1927 nm wavelengths. This dual-wavelength design allows for more customizable treatments, targeting fine lines, wrinkles, pigmentation, and acne scars with greater precision. Its portability and versatility make it especially appealing for practices looking to expand their cosmetic offerings without the footprint or cost of larger devices.

  • PRX, a topical collagen biostimulator, also made waves. Unlike traditional injectables, PRX uses a combination of trichloroacetic acid (TCA), hydrogen peroxide, and kojic acid to stimulate collagen production through the skin’s surface. The result is firmer, more radiant skin—without the needles, downtime, or risk of hyperpigmentation. It’s a compelling alternative for patients who want results but prefer non-invasive options.

  • Emerging research into salmon sperm polynucleotides added another layer of intrigue. These compounds, derived from DNA fragments, are being explored for their regenerative properties and potential use in treating vascular occlusion. While still in the early stages, they could represent a new class of biologically active agents in aesthetic dermatology.

Together, these innovations point to a shift in cosmetic care—one that favors personalized, science-backed treatments with broad accessibility and minimal recovery time. As technology continues to evolve, so too do patient expectations, and the industry is clearly responding.

Other key themes revealed themselves.

Lifestyle-driven dermatology is clearly becoming an increasingly important part of patient care. With the rise in popularity of GLP-1 agonists like Ozempic, more patients are reporting side effects such as facial volume loss and hair thinning. Dr. Jeanine Downie, founder of Image Dermatology in Montclair, NJ, addressed these concerns by advocating for a holistic approach that includes injectables to restore volume, resurfacing treatments to improve skin texture, and supplements to support hair health. She also highlighted the potential anti-aging benefits of sirtuin-activating foods—such as berries, leafy greens, and red wine—which may promote skin resilience and cellular health.

The role of diet in skin conditions was another key focus, with experts emphasizing how certain foods can trigger or worsen issues like urticaria and atopic dermatitis. Alongside dietary changes, new therapies targeting the OX40L pathway are showing promise in managing these chronic conditions. Meanwhile, growing awareness of tattoo ink safety has raised concerns about contamination and undisclosed ingredients, prompting dermatologists to push for better regulation and increased patient education. These conversations reflect a broader shift toward integrative, preventative approaches in dermatology.

Equity in care took center stage as Dr. Nada Elbuluk, new SOCS president, urged providers to prioritize inclusive practices.

Professional development sessions addressed DEI, mentorship, and generational shifts in the field.

Social media’s role in dermatology sparked debate—highlighting the balance between education, promotion, and professionalism.

  • Lilly

    EBGLYSS was the star of the show, but Lilly’s gargantuan kiosks and muddled branding diminished its impact.

  • Dupixent

    Sanofi and Regeneron’s blockbuster showed well with a casual, playful design and a wide open floorplan.

  • Dupixent

    The brand’s bold color scheme helped it stand out and was foundational to perhaps the best execution of fair balance on the show floor.

  • L'Oréal

    The French behemoth’s massive exhibit space was heavily segmented by product line, adding to the congestion caused by long lines of SWAG seekers.

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Many exhibitors embraced the next generation.

Younger HCPs and residents were clearly a target. Brands like Neutrogena and Bubble catered to them through social media, influencer-friendly aesthetics, and interactive content. Exhibitors increasingly spoke the language of a digitally native, diversity-conscious generation—one that’s reshaping the dermatology conversation online.

Even large companies joined the movement: Sanofi/Regeneron and Takeda featured live Instagram feeds in their booths, while Biersdorf displayed a full social media wall—signaling that digital relevance is no longer optional.

Startups and consumer brands like first-time exhibitor Bubble weren’t just looking to connect with professionals—they were targeting the younger, social-media-savvy crowd that’s reshaping how dermatology is talked about online. The industry is taking note: younger clinicians aren’t just future prescribers; they’re current influencers.

It’s not just about age, either. There’s a broader shift toward speaking the language of the emerging professional class—digitally fluent, diversity-conscious, and hungry for authenticity. If you want their attention, you need more than a glossy booth.

  • Bubble

  • Takeda Instagram Feed

  • Neutrogena

  • Sanofi/Regeneron

Our advice for future AAD Exhibitors who want skin in the game.

AAD 2025 reaffirmed the rapid evolution of dermatology—from drug breakthroughs to device innovation and shifting patient expectations. The meeting fused scientific rigor with consumer energy, creating a unique dynamic few specialties can match. But beneath the buzz, one lesson stood out: success at AAD isn’t about having the biggest booth. It’s about clarity, creativity, and meaningful connection.

The exhibit hall made that clear. High traffic didn’t always translate to high impact. Some brands drew long lines but failed to engage once people got inside. Others planned meticulously—guiding attendees through their space with purpose, balancing striking visuals with substance, and creating touchpoints that stuck. Strategy, not spectacle, separated the memorable from the forgettable.

You can’t just show up and expect results. The most effective exhibitors considered every detail: how to manage flow, capture attention, and deliver value in a short interaction. Others got caught in the chaos, relying on giveaways or gimmicks without a deeper story or takeaway.

One thing everyone could agree on: the AAD show floor is unlike any other. It’s a collision of clinical and commercial, serious science and skincare glitz. That mix brings unmatched energy—but it also demands a smarter approach to engagement.

And maybe—just maybe—next year, someone will finally solve the line problem.

We believe flexibility is the new imperative.

Events since AAD in early March, have yielded some important considerations for those of us in the meetings and convention industry. These are only conjectures in this rapidly evolving landscape, but we felt them important to surface with our marketing and meetings colleagues.

We’re sure you’re aware the U.S. meetings and events industry is confronting fresh headwinds following the January 2025 re-election of President Donald Trump. Policy shifts—ranging from federal austerity to new tariffs—are sending shockwaves across event planning, hospitality, and related sectors. Industry leaders now face the dual challenge of adapting to unpredictable fiscal policies while maintaining operational resilience

Federal Austerity: Cancellations and Revenue Losses

The creation of the Department of Government Efficiency (DOGE) has led to an aggressive rollback in federal spending:

  • 57 government meetings were canceled in Q1 2025, resulting in an estimated $2.5 million loss in hotel revenue, according to Brett Sterenson, President of Hotel Lobbyists.

  • These cancellations not only impact federal agencies but reverberate through local economies and contractors dependent on public-sector events.

Event organizers are now seeking to diversify their client base and reduce exposure to government business.

Scientific Conferences: NIH Cuts Disrupt Research Ecosystem

Funding reductions at agencies like the National Institutes of Health (NIH) and significant staff reductions at FDA are forcing postponements and cancellations of research-focused gatherings:

  • Scientific workshops, symposia, and grant review sessions are being delayed.

  • International associations are reconsidering U.S. venues due to policy instability, potentially diminishing the U.S.'s leadership in global scientific collaboration.

Tariffs Drive Up Event Production Costs

Recent tariffs have added steep costs to core materials:

  • 34%+ tariffs on Chinese imports and 20% tariffs on EU goods have driven up prices of steel, aluminum, and lumber—essentials for booths, staging, and event infrastructure (USTR Tariff Data).

  • Some suppliers such as BeMatrix announced an 8% temporary Tariff Surcharge.

  • Some vendors are expending current reserves to stockpile supplies, but this is a stopgap measure.

Expect further disruptions to production budgets if trade tensions persist.

Booking Trends Reflect Economic Uncertainty

Our client interactions are already seeing “policy changes” and preparations for anything up to and including full-scale recessionary tactics more like 2020 COVID reactions:

 

  • Clients are more hesitant to commit to early 2025 plans and contracting is taking much longer. At the same time, short-term bookings are up for smaller events, particularly in Europe.

  • Companies are shifting toward regional meetings, hybrid formats, and domestic audiences to hedge against travel and cost uncertainties.

  • Event organizers are assessing visa/entry feasibility by country, especially for international conferences due to ex-US reactions.

  • International attendance remains a concern amid visa issues and regulatory backlash—air travel from Canada to the U.S. is reportedly down 70%.

Workforce Development: Talent Gaps Widen

Labor shortages continue to challenge the industry, driven by restrictive immigration policies and the lapse of 2017 tax incentives:

  • The expiration of certain Tax Cuts and Jobs Act provisions has curtailed funding for training and recruitment.

  • According to Tommy Goodwin of the Exhibitions & Conferences Alliance (ECA), industry leaders are advocating for policy reforms to expand 529 plans and Pell Grants to cover industry certifications.

Failure to upskill the workforce could curtail the sector’s capacity to rebound.

Sustainability: Fragmented Oversight Complicates Planning

With the rollback of federal environmental mandates, states have implemented inconsistent sustainability standards:

  • Event planners must now navigate a patchwork of rules, complicating efforts to achieve ESG targets.

This divergence is affecting venue selection, especially for corporations committed to climate-conscious practices (PCMA Sustainability Trends).

The current global business and geopolitical roiling is reshaping the operational and strategic calculus for the meetings and events sector. Key takeaways:

  • Diversify revenue streams beyond federal contracts.

  • Monitor trade and travel policies for cost and access impacts.

  • Invest in workforce development to close labor gaps.

  • Adapt sustainability practices to fragmented regulation.

Agility, not size, may define success in the coming year.

Are there silver linings for the exhibit industry?

A ban on pharmaceutical advertising to consumers would significantly shift pharmaceutical marketing efforts towards targeting healthcare professionals, patient advocacy groups, and disease awareness campaigns. This alone could make our convention and meetings industry a major beneficiary of shifting pharma promotional and educational budgets. A reported $30B was spent on pharma advertising with roughly $11B going just to television and internet advertising to consumers.

The industry would likely increase spending on detailing to physicians, leverage patient advocacy groups to promote disease awareness, and explore digital/online and social media channels for non-promotional disease education. 

A Shift to Physician-Focused Marketing

  • Pharmaceutical companies would likely intensify their detailing efforts, sending sales reps to individual physicians' offices to discuss their products.

  • They might also develop more comprehensive educational materials for physicians, providing detailed information about their drugs.

  • This shift could lead to a greater emphasis on evidence-based medicine and scientific publications, as physicians would be the primary target audience.

 

Increased Focus on Patient Advocacy

  • Pharmaceutical companies could leverage patient advocacy groups to raise awareness about specific diseases and the potential benefits of their products.

  • They might collaborate with these groups to develop educational materials and awareness campaigns.

  • This approach could help build trust and credibility, as patients are more likely to be influenced by other patients and their advocates. 

 

Diversion to Non-Promotional Channels

  • Pharmaceutical companies might explore online and social media channels for disease education, focusing on general information about diseases rather than specific drug benefits.

  • This approach could help build a brand image as a helpful resource for patients and healthcare providers, even without directly promoting specific products. 

A ban on pharmaceutical advertising to consumers would force the industry to adapt its marketing strategies, shifting from mass consumer advertising to a more targeted approach focusing on healthcare professionals, patient advocates, and disease education campaigns. 

What’s Next?

Stay tuned as we continue this series, focusing on trends at major medical meetings and useful suggestions for deriving even more value as an exhibitor and/or sponsor.