Case Study: American Society of Clinical Oncology creates a more connection-driven annual meeting with Freeman

American Society of Clinical Oncology engages 40,000+ attendees with Freeman

The American Society of Clinical Oncology (ASCO) sought to enhance its 2025 Annual Meeting by moving beyond pure education to create a more engaging, community-focused experience for its 40,000+ oncology professional attendees. Partnering with event services vendor Freeman, ASCO aimed to design intentional spaces that fostered professional connections and personal well-being.

Freeman implemented a variety of connection-driven solutions, including dedicated lounges for networking and wellness, a career fair, and attendee services hubs with branded elements. The vendor transformed underutilized spaces into popular destinations, ensuring natural foot traffic flow and creating branded sponsorship opportunities. These efforts resulted in a highly engaging community experience that allowed attendees to return home feeling both impassioned and rejuvenated. Freeman's work also integrated vendor partnerships that directly benefited ASCO's mission, such as pop-up shops that raised money for its Conquer Cancer Foundation.

American Society of Clinical Oncology