Industry Expert Theater

Industry Expert Theater (No-CEU) Guidelines


Industry Expert Theaters (IET) are held in a convenient exhibit hall location and allow exhibitors an opportunity to provide clinical updates and educate attendees on current therapies, disease states, products and pipeline activities while remaining close to the action in the exhibit hall. These promotional presentations are formatted for learning and are a great way to provide a higher level of interaction and engagement of professional attendees. Theaters are no-CEU educational activities and provide an opportunity for product-specific education. Only exhibitors are eligible to conduct an IET.

Time Slots and Fees

Times are subject to change based on the final HFSA program. Sponsors may indicate a preferred time slot(s) on the application.  

A total of eight (8) theaters for 60 minutes each will be available to purchase. Two theaters will run simultaneously in the exhibit hall. Industry Expert Theaters are SOLD OUT.

Friday, Sep 27 (SOLD)6:30 – 7:30 PM60 min$35,000
Friday, Sep 27 (SOLD)6:30 – 7:30 PM60 min$35,000
Saturday, Sep 28 (SOLD)1:00 – 2:00 PM60 min$40,000
Saturday, Sep 28 (SOLD)1:00 – 2:00 PM60 min$40,000
Saturday, Sep 28 (SOLD)5:30 – 6:30 PM60 min$35,000
Saturday, Sep 28 (SOLD)5:30 – 6:30 PM60 min$35,000
Sunday, Sep 29 (SOLD)12:30 – 1:30 PM60 min$37,500
Sunday, Sep 29 (SOLD)12:30 – 1:30 PM60 min$37,500

Multiple requests for the same time slot will be determined based upon corporate membership status, when the application is received, previous ASM support, and the theater topic. HFSA will confirm via email within approximately two weeks of application (10 business days.)


Provided by HFSA and NOT Provided by HFSA

Responsibilities Provided by HFSA NOT Provided by HFSA
Session Time/Date/Meeting Room Assignment
Basic Theater Set
Theater seating to accommodate approximately 125
Standard AV Package:
  • Stage, podium
  • Head Table for 4 People
  • Microphones (1 Podium, 2 Head Table, 2 Aisle)
  • Projector and Screen
  • 1 Laser Pointer
  • Sound System
  • Room Technician
Laptop for Presenter
Any additional AV Equipment – Must be ordered via Freeman AV at the sponsor’s expense
Recording – Ordered by sponsor via Freeman AV at the sponsor’s expense
Food / Beverage (encouraged to help draw attendees)
Ordered by sponsor at their expense via the convention center
Convention Center and Freeman Contact Information
HFSA Created Sign – Session title, date, time, location and supporter included on sign, inclusive of all IETs, placed near the entrance to the exhibit hall
Additional Signage (See details under Publicity Section)
Promotion in ASM Materials
  • IET details in ASM Mobile App
  • Inclusion in email blast, listing all other Exhibit Hall Activities, sent to meeting registrants
  • Session title, date, time, and location included in printed schedule at a glance brochure
  • Session title, time and location included on IET slide and displayed the day of the session on walk-in slides in scientific sessions
ASM Meeting Registration for Speakers – All speakers are required to be registered for ASM.
Travel Accommodations
Audience Polling
Pre- and Post-Test
Program Evaluation
On-site Staffing
Two 1-Day Exhibitor Hall Only Badges for On-site Meeting Planners/Staff Representatives
Badge Scanners/Lead-Retrieval Scanners and Staff to Scan Badges

Optional Add-On Opportunities

Promotional OpportunitiesPrice
Door Drop Opportunity (Privilege Only)
Does not include hotel door drop charges, creative services, print production, and shipping
Push Notifications on ASM Mobile App
One (1) push notification sent via the ASM mobile app.
The notice will go out 24 hours prior to the program.
Virtual Meeting Bag Insert – 8.5" x 11" digital flyer PDF developed by supporter included in the HFSA virtual bag sent electronically to all meeting registrants$3,500

Additional Promotional Opportunities Available HERE

How to Apply

Complete the application form. A topic MUST be included for consideration.  Incomplete applications will not be reviewed.  Applications and the assignment of time slots will be based on a combination of HFSA corporate membership status, date application was received, total support for the society, and topic.


Due within 30 days of invoice. Full payment due by July 1, 2024 or theater may be considered forfeited.  Wire transfer payments are encouraged.  Contact for wire transfer account information. Check or money order (drawn on US banks only) must be made payable to the Heart Failure Society of America (Tax ID: 06-1416238) and mailed to: Heart Failure Society of America, 500 N. Washington Street, #10009, Rockville, MD 20849. Sponsors will be responsible for a 3% fee for credit card transactions.

Cancellation & Refund Policy

No refunds will be issued for cancellations after June 20, 2024. Cancellations made prior to June 20, 2024, will be refunded minus a $7,500 penalty fee.  If the sponsor cancels, the slot will be forfeited. Notification of applicant’s decision to cancel the forum time slot must be submitted in writing. HFSA retains the right to utilize canceled forum time slots at its discretion. HFSA reserves the right to revoke an application /contract at its sole discretion.

Important Dates

HFSA to Review Application and Assign Time Slot, if approvedTypically, within 10 business days of application.
Fee Payment by Sponsor
Full payment by July 1, 2024 or IET may be considered forfeited
Within 30 days of invoice
Sponsor to send HFSA Event Details to include title and description.  If an educational session, include learning objectives and faculty.  Information to be used on, mobile app and limited ASM printed as applicableJuly 1, 2024
Deadline to Adjust Event Details to include title and description.  If an educational session, include learning objectives and faculty.  Information to be used on, mobile app and limited ASM printed as applicableAugust 23, 2024*
*If this deadline is missed, then HFSA cannot guarantee the information will be included and surcharges may apply

All graphics are due by August 23, 2024, for production. Any changes made to titles, faculty, descriptions, or objectives will incur a surcharge of 10% to cover changes to signage and final schedule. Any changes after September 2, 2024, will incur a surcharge of 20%. HFSA cannot guarantee any changes after September 16, 2024. No exceptions.


It is the responsibility of the sponsor to adhere to FDA regulations and all other applicable industry guidelines concerning the discussion of products and services. Companies are encouraged to check with their medical affairs/compliance staff regarding these issues.

Products displayed at the IET must meet FDA guidelines and be FDA approved. Applicants are reminded of the FDA restrictions on the promotion of investigational and pre-approved, drugs, devices, and procedures. For more information, visit the Guidance page on the FDA website.

Presentations may reference scientific program or poster content but should not be identical. Presentations referencing scientific session content may take place only after the relevant scientific session has occurred. HFSA reserves the right to have the scientific program chair review and approve content.


Speakers may be either meeting attendees, speakers, or abstract presenters. If a speaker’s presentation is like his or her presentation in a scientific session, the scientific session should precede the IET. All IET speakers are required to be registered as attendees at the meeting.  As part of HFSA’s review, it will determine if the proposed program appropriately reflects the HFSA Diversity, Equity, and Inclusion Policy.  It is advised that the IET sponsors keep this in mind when selecting faculty.

ASM registration for speakers is not included in the fee so please keep in mind for budgeting purchases. Sponsor will be responsible for registering.  


Sponsors will have access to the theater one hour before the assigned presentation time.  No additional rehearsal time will be available. Seating, AV, stage, and other physical arrangements cannot be altered or removed.

Plans to use audience response systems or other AV equipment not provided by HFSA must be approved. AV enhancements cannot interfere with the existing meeting room set-up, including the stage, lights, draping, seating, microphones, and projection. The HFSA is not responsible for the costs or arrangements.

Space will be reserved in the back of the IET for food, should the sponsor decide to offer a modest meal or snack. Food and beverage can be ordered through the convention center.

Theater Access

If they wish, sponsors may prohibit or limit access to individuals with Exhibitor badges; however, they must provide signage notifying attendees that access for the presentation is limited to full-access attendees only as well as personnel to assist with crowd control.  Individuals with full-access badges cannot be restricted.

Changes in Schedule and Location

HFSA reserves the right to change the location of the IET. It also reserves the right to alter the time schedule if it deems a change would be in the best interest of the HFSA Annual Scientific Meeting. All changes will be communicated to IET sponsors. HFSA will attempt to accommodate requests when deemed appropriate.

Publicity & Materials

Specifications for Print Materials

Keep in mind that HFSA does not sponsor or co-sponsor Industry Expert Theaters (IET). Use of the HFSA name, logo or insignia on materials promoting IET is prohibited. All materials promoting the forum should identify the industry sponsor. The term “scientific session” should not be used in reference to a theater.

All materials promoting the forum must include the following two statements:

  • This Industry Expert Theater is not part of the scientific program as planned by the HFSA Program Committee. This event is neither sponsored by nor endorsed by HFSA.
  • This event does not qualify for continuing education credit.

Distribution of approved materials from a sponsor’s exhibit booth is permitted. Promotional materials may not be distributed in the aisles, in the convention center lobbies or public areas, or anywhere else in the convention or hotel property.

Artwork is subject to HFSA review and approval. Please allow at least one week for review.


IET presentations will be listed on signage near the entrance to the Exhibit Hall. Sponsors are permitted to supplement this with floor standing signage approximately 30 minutes before their scheduled time slot immediately at the entrance of their assigned theater only and it must be removed within 30 minutes of the conclusion of their presentation. Signs must be professionally printed, no larger than 30″ x 39″ and may be ordered through Freeman or a contractor of the applicant’s choosing.  Proposed copy of signage must be approved by the HFSA prior to printing.

Applicants may display signs promoting their IET within their own contracted exhibit space. Signs may not be placed in other venues or other areas of the convention center.

Use of HFSA Name, Logo, & Insignia

The HFSA name, insignia, logo or other identifying marks may not be used in signs, advertising, or promotions in any media, or on any literature without the express written permission from the HFSA Chief Executive Officer. The HFSA name cannot be included in any advertising, documents, or publications supported or sponsored by another organization or group. The fact that a company conducts a theater at the HFSA Annual Scientific Meeting does not confer permission to use the HFSA name in advertisements or promotional activities. No endorsement by the HFSA of the supporting company or its goods or services, expressed or implied, is permitted or intended. Compliance is expected.


Companies are permitted to distribute from the theater nonexclusive giveaways in accordance with AMA Ethical Guidelines. Sponsors are encouraged to review and adhere to other applicable guidelines and codes of ethics related to giveaways, such as the Pharmaceutical Research and Manufacturers of America (PhRMA) Code of Interactions with Healthcare Professionals, Advanced Medical Technology Association (AdvaMed) Code of Ethics on Interactions with Health Care Professionals and the Office of Inspector General’s Compliance Program Guidance for Pharmaceutical Manufacturers. Pharmaceutical and device companies are reminded to pay special attention to the recently revised PhRMA and AdvaMed Codes, respectively, which prohibit their members from distributing many traditional giveaway items. Giveaways should be associated with sponsor products or services or be related to the attendees’ work. A giveaway should not exceed a retail value of $10. Within this limit HFSA encourages all applicants to check with their companies’ own medical affairs/compliance staff for applicable guidelines. Giveaways should not be associated with a satellite symposium or unofficial event. All giveaways must be registered with the HFSA.

For additional information on giveaways, including those which are approved or prohibited, see the 2024 Exhibitor Prospectus.


HFSA shall have the authority to interpret and enforce these guidelines. All matters not covered by these guidelines are subject to the decision of HFSA. All decisions so made shall be as binding on all parties as the original guidelines. The sponsor or its designated representative is responsible for knowing all guidelines. A sponsor that fails to observe these conditions or the terms of the Industry Expert Theater guidelines may be removed from the theater without refund, and without limiting any other rights or remedies available to HFSA. These guidelines may be amended at any time by HFSA, and all amendments so made shall be binding on applicants equally with the original guidelines. The applicant agrees to operate in strict compliance with these guidelines. HFSA reserves the right to reject, remove or prohibit any presentation in whole or in part, or any applicant, or its representative, with or without giving cause. If any sponsor is rejected for violation of these guidelines, or for any other stated reason, no return of rental shall be made.

Note: These Industry Expert Theater Guidelines are a supplement to the Exhibitor Prospectus. The rules and regulations set forth in the Exhibitor Prospectus are restated and incorporated herein by reference. Any Exhibitor rules and regulations in the Exhibitor Prospectus that apply to the IET will be enforced.

Complete the IET Application to apply for sponsorship consideration. Sponsorship questions to Michelle Poinelli at  Logistical questions to

Content last updated on May 29th, 2024 at 10:28 pm