Industry Expert Theater (No CEU) Guidelines
Purpose
Industry Expert Theaters (theaters) are one of the most sought-after opportunities on the exhibit floor — are sold out.
Strategically located in a high-traffic, high-visibility area of the exhibit hall, theaters give exhibitors a powerful platform to deliver impactful clinical updates while staying at the center of attendee engagement. These dynamic promotional presentations allow you to educate a highly targeted audience on current therapies, evolving disease states, product innovations, and pipeline developments — all while remaining steps away from the energy and momentum of the exhibit experience.
Designed to drive interaction and meaningful dialogue, theaters elevate your presence beyond the booth. This is your opportunity to capture attention, spark conversation, and position your organization as a leader in advancing patient care.
As non-CE educational activities, theaters provide flexibility to deliver focused, product-specific education in an engaging, high-visibility setting.
Participation is exclusive to exhibitors — and space is limited. Secure your theater early to ensure your brand is front and center where education and innovation meet.
HFSA Gold and Silver corporate members receive early access to purchase ASM sponsorship opportunities, so consider joining membership if you want a better chance to secure a spot!
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.
NEW for 2026 – Morning Theater Time Slots
In response to extended exhibit hall hours, HFSA is pleased to introduce two new morning theater opportunities:
- Saturday and Sunday
- 8:00 AM – 8:45 AM (45 minutes)
- One theater available each morning
These morning sessions will take place while the exhibit hall is open and will coincide with:
- Poster sessions and exhibit activity within the hall
- Up to two CE Satellite Symposia and one Innovative Industry Event (non-CE) occurring at the Sheraton
⚠️ Please note: As the exhibit hall closes promptly at 8:45 AM, all presentations must conclude on time.
This addition provides sponsors with early-morning access to engaged attendees in a highly active and content-rich environment.
| Date | Time | Duration | Price |
| Friday, October 9, 2026 SOLD | 6:15 – 7:15 PM | 60 min | $38,500 |
| Friday, October 9, 2026 SOLD | 6:15 – 7:15 PM | 60 min | $38,500 |
| Saturday, October 10, 2026 SOLD | 8:00 – 8:45 AM | 45 min | $25,000 |
| Saturday, October 10, 2026 SOLD | 1:00 – 2:00 PM | 60 min | $44,000 |
| Saturday, October 10, 2026 SOLD | 1:00 – 2:00 PM | 60 min | $44,000 |
| Saturday, October 10, 2026 SOLD | 5:30 – 6:30 PM | 60 min | $38,500 |
| Saturday, October 10, 2026 SOLD | 5:30 – 6:30 PM | 60 min | $38,500 |
| Sunday, October 11, 2026 SOLD | 8:00 – 8:45 AM | 45 min | $25,000 |
| Sunday, October 11, 2026 SOLD | 1:00 – 2:00 PM | 60 min | $44,000 |
| Sunday, October 11, 2026 SOLD | 1:00 – 2:00 PM | 60 min | $44,000 |
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.
Responsibilities
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:
|
✓ |
|
| 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 theaters, placed near the entrance to the exhibit hall | ✓ |
|
| Additional Signage (See details under Publicity Section) | ✓ |
|
Promotion in ASM Materials
|
✓ |
|
| ASM Meeting Registration for Speakers – All speakers are required to be registered for ASM. | ✓ |
|
| Honoraria | ✓ |
|
| 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 Opportunities | Price |
| Hotel Door Bag Insert Includes hotel fees. All creative services, print production and shipping are at sponsor’s expense. Thursday night $3,500 per insert (primarily Devices in Heart Failure Meeting attendees). Friday or Saturday nights $6,300 per insert. | $3,500 – $6,300 |
| Hotel Door Drop Bag Your message will be printed on one side of a custom designed die cut handle bag to be hung on attendees’ hotel doors. Bag sponsorship includes one insert. Thursday night sponsorship $7,500 (primarily Devices in Heart Failure Meeting attendees). Friday or Saturday night sponsorships $15,500 each. | $7,500 – $15,500 |
| 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. | $5,500 |
| Industry Email Blasts – A limited number of dedicated Eblasts will be available to purchase so that you can deliver your message to ASM registrants. | $5,500 |
| 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 | $3,700 |
Additional Promotional Opportunities Available HERE including a limited number of dedicated eblasts that can be purchased to deliver your message and promote your theater to ASM registrants. Details can be found HERE.
How to Apply
Industry Expert Theaters are SOLD OUT.
Payment
Due within 30 days of invoice. Full payment due by June 30, 2026 or theater may be considered forfeited. Wire transfer payments are encouraged. Contact mpoinelli@hfsa.org 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, which are non-refundable.
Cancellation & Refund Policy
No refunds will be issued for cancellations after June 19, 2026. Cancellations made prior to June 19, 2026, 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
| Task | Deadline |
| HFSA to Review Application and Assign Time Slot, if approved | Typically, within 15 days of application. |
| Fee Payment by Sponsor Full payment by June 30, 2026 or theater may be considered forfeited | Within 30 days of invoice |
| Sponsor to send HFSA Theater Details to include title and description. Information to be used on hfsa.org, mobile app and limited ASM printed material as applicable | July 15, 2026 |
| Deadline to Adjust Event Details to include title and description. Information to be used on hfsa.org, mobile app and limited ASM printed material as applicable | August 28, 2026* |
All graphics are due by August 28, 2026, 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 8, 2026 will incur a surcharge of 20%. HFSA cannot guarantee any changes after September 18, 2026. No exceptions.
Content
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 theater 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
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 theater. All theater 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 theater 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 all speakers.
Logistics
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 theater 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 theater. 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 theater 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 theaters is prohibited. All materials promoting the theater 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.
Signage
Theater 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.
Additionally, Sponsors may print promotional flyers or pamphlets for placement in the designated pockets on the Industry Expert Theater meter board located in the registration area. Each sponsor is permitted one (1) pocket on the meter board for flyer distribution. Sponsors are responsible for initial stocking and ongoing restocking of their assigned pocket. Use of more than one pocket is not permitted; any materials placed in additional pockets will be removed. All flyers must be removed promptly following the conclusion of the Industry Expert Theater session. Printed materials must not exceed 8.5" x 11" in size. All proposed content must be submitted to and approved by HFSA prior to printing.
Applicants may display signs promoting their theater 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 HFSA. 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.
Giveaways
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. HFSA encourages all applicants to check with their companies’ own medical affairs/compliance staff for applicable guidelines. All giveaways must be registered with the HFSA.
Third-Party Planner
Participants that choose to use a third-party planner to produce and/or market their theater must submit an email to mpoinelli@hfsa.org designating one (1) primary contact who will coordinate all team members and sub-vendors. The contact information should include the contact’s name, company, email address, and phone number. It is the responsibility of the sponsor to ensure that all individuals involved with the planning, production, marketing and/or execution of a theater presentation, including its authorized third-party planner and sub-vendors, are aware of and abide by the policies, rules and regulations contained in these Industry Expert Theater Guidelines as well as HSFA’s ASM Exhibitor Prospectus.
General
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 sponsorship fee 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 theater will be enforced.
Please address all sponsorship questions to Michelle Poinelli at mpoinelli@hfsa.org and any logistical questions to Amanda Thomas at athomas@hfsa.org.
Content last updated on July 31st, 2026 at 02:38 pm