TL;DR — The AUGS 47th Annual Scientific Meeting (PFD Week 2026) runs October 4-7, 2026 at the Hyatt Regency Denver. It is the single most concentrated audience of pelvic floor surgeons, urogynecologists, FPMRS subspecialists, and pelvic floor physical therapists in the United States — a small, deep, evidence-driven crowd that is buying for high-acuity surgical and procedural cases. All-in cost for a credible 10x10 presence runs $20,000-$40,000; a sponsored symposium or 20x20 with a hands-on training station can exceed $100,000. Win it by booking pre-show meetings six weeks out, leading with peer-reviewed clinical evidence rather than mechanism marketing, and treating Denver as the front door to a Q4 and Q1 surgical capital cycle for hospitals and ambulatory surgery centers serving this subspecialty.

What AUGS Is — and Why Denver 2026 Matters

The American Urogynecologic Society (AUGS) is the professional home of urogynecologists, female pelvic medicine and reconstructive surgery (FPMRS) subspecialists, and the surgeons and clinicians who treat pelvic floor disorders, prolapse, stress urinary incontinence, overactive bladder, and complex urogynecology. The annual scientific meeting — branded for the past several years as PFD Week — is where this specialty congregates. There is no other U.S. meeting where the concentration of pelvic floor decision-makers is this high.

AUGS 2026 is the 47th Annual Scientific Meeting, running October 4-7, 2026 at the Hyatt Regency Denver. The compact hotel-based format is an advantage for vendors: foot traffic is dense, hallway conversations are unavoidable, and the meeting biology compresses faster relationship-building than a sprawling convention-center show like ACOG or HIMSS. Denver also functions as an accessible Mountain West hub with strong air connections, and the early-October timing places PFD Week at the front of the Q4 and Q1 capital-equipment and physician-preference-item buying window — when hospital and ambulatory surgery center capital committees finalize fall purchases and surgeons make device-preference decisions that hold for the next calendar year.

The audience is small but extraordinarily concentrated. Roughly 2,000 board-certified FPMRS surgeons practice in the United States, and a meaningful share of them attend AUGS each year. Add urogynecology fellows, pelvic floor physical therapists, advanced practice providers, and a cohort of MIGS-adjacent surgeons who also operate on prolapse and incontinence, and you get a floor that is essentially impossible to replicate at any other clinical meeting. For vendors selling into pelvic floor surgery or pelvic health, AUGS is the meeting where deals start.

AUGS 2026: The Numbers You Need

The cost-per-attendee math at AUGS looks expensive next to broad OB-GYN meetings like ACOG. The cost-per-qualified-decision-maker math is the opposite. A 10x10 at AUGS that puts your team in front of 80-120 active pelvic floor surgeons across four days, with eight to twelve scheduled meetings with named target accounts, is typically the most efficient pipeline-generation event of the year for any vendor serving this specialty. The trick is exhibiting like the audience is small and high-value, not like the audience is large and shallow.

Pre-Conference Strategy: Build a Surgeon-Level Target List

AUGS is small enough that meaningful floor time is almost entirely pre-booked. Surgeons do not wander aimlessly through the exhibit hall — they have specific symposia to attend, specific colleagues to find, and specific vendors they have decided to evaluate. If your team plans to "see who shows up," you will leave Denver with a stack of badge scans and no pipeline. Pre-show outreach is not optional at AUGS.

Build a target surgeon list by mid-August. Start with every FPMRS surgeon and high-volume pelvic floor program you have ever sold into, then layer in the top 100-150 hospital-based and academic urogynecology divisions in your geography. Prioritize fellowship programs (fellows place adoption seeds that flower three to five years later), high-volume sacrocolpopexy and sling programs, and surgeons known for early adoption of new technology. Aim for a named target list of 80-150 surgeons with the specific clinical and capital decisions each one is making in the next 12 months.

Run a five-touch outreach sequence starting eight weeks out. The cadence that consistently produces pre-booked meetings at specialty meetings: a personalized email referencing a recent publication or fellowship program detail, a LinkedIn connection request from a clinical specialist (not a sales rep), a value-led second email with a peer-reviewed reference or surgical-video link, a third email offering a specific Denver meeting slot, and a final pre-show confirmation. Our pre-conference email campaigns guide walks through subject-line patterns, timing, and templates that translate cleanly to AUGS.

Leverage AUGS-aligned channels. AUGS members read a small, well-defined set of journals (the Urogynecology journal in particular), follow a small circle of social-media-active fellowship faculty, and pay attention to AUGS-sponsored education. Pre-show advertising and content placement inside that ecosystem reaches the audience at a fraction of the cost of general OB-GYN media — and with much higher clinical credibility. If you sell into pelvic floor surgery and you are not advertising inside the AUGS ecosystem in the eight weeks before Denver, you are leaving meeting yield on the table.

Booth Design and Messaging for FPMRS Surgeons

AUGS attendees are not a generalist audience. They are subspecialty-trained surgeons who can read your data closely and will publicly correct you if you overreach. Booth design and messaging that works at a broad OB-GYN or device meeting will be politely dismissed at AUGS. Win the floor by treating the audience like the clinical experts they are.

Build the booth around three zones. Surgical video zone: looped, high-quality footage of your device or procedure in the hands of a credible AUGS-aligned surgeon, with case selection criteria and complication rates honestly displayed. Evidence zone: peer-reviewed citations, prospective trial data, and registry outcomes — not glossy marketing claims. Display the journal references and the n-values; surgeons will check. Hands-on or simulator zone: where the product category supports it, a hands-on station with cadaveric tissue substitutes or a procedural simulator outperforms any printed material. FPMRS surgeons assess fit by feel, and a 90-second hands-on encounter often closes faster than a 30-minute presentation.

Static graphics should answer the four questions every FPMRS surgeon asks within 30 seconds of approaching the booth: What is the clinical evidence (and how recent is it)? Which surgeons in my network use this? What is the complication profile? How does this fit into my OR workflow? Generic "improves patient outcomes" claims signal that you do not know the specialty. Specific outcomes data — by procedure, by patient subgroup, with named trial registries — signals that you do. Our medical conference booth design playbook covers zone layouts and signage hierarchy in more depth.

On-Site Tactics: Symposia, Hands-On Training, and Surgeon-Level Sales

The vendors who win AUGS treat the meeting as a clinical education event with embedded sales activity, not the other way around. Surgeons come to learn, exchange data, and refine their practice. Companies that contribute to that mission — through sponsored symposia, hands-on training stations, journal-quality content, or fellowship-aligned educational support — earn floor traffic and long-term relationships. Companies that show up with consumer-grade marketing get politely walked past.

Sponsored symposia and hands-on training stations are the highest-leverage on-site tactics. A well-designed 60-minute symposium with two or three respected AUGS-aligned faculty, followed by a structured hands-on station immediately after, will fill your post-show pipeline more reliably than any other on-site tactic. The cost is meaningful — five-figure faculty honoraria, content production, and AUGS sponsorship fees — but the conversion ratio of attended-symposium to evaluated-product is unusually high in this specialty.

Structure your surgeon-level sales conversations with care. An FPMRS surgeon evaluating a new sacrocolpopexy device, sling system, or neuromodulation platform is making a multi-year capital and preference decision that affects their OR block, their reimbursement, and their patient outcomes. They do not want a badge scan and a generic drip. They want a structured 20-30 minute conversation with your clinical specialist (not your sales rep), ideally alongside a peer reference call with a similar-volume FPMRS surgeon already using the product. Block calendar slots in advance for these conversations and protect them aggressively from interruption.

For walk-up leads, use a tiered approach. Tier 1: target-list surgeons and division chiefs you have been pursuing — same-day calendar invites for either an in-Denver dinner or a clinical specialist call within five business days. Tier 2: high-volume surgeons not previously on your list — structured nurture sequence with clinical content. Tier 3: fellows, advanced practice providers, and residents — long-cycle nurture aimed at the three-to-five-year horizon when they enter independent practice and make first-time preference-item decisions.

Post-AUGS Follow-Up: Converting a Q4 Capital and Preference Cycle

Pelvic floor device deals close on two distinct timelines that often run in parallel. Surgeon preference items — sling systems, graft alternatives, instrument sets — can convert in 30-90 days once a high-volume surgeon decides to switch. Hospital and ambulatory surgery center capital equipment — robotic platforms, urodynamics, neuromodulation system additions — runs 6-18 months through a value analysis committee and the system's capital budget cycle. Post-AUGS follow-up needs to run both clocks in parallel without confusing them.

The most common post-AUGS mistake is treating every lead as a single timeline. A high-volume FPMRS surgeon who tells your team they want to evaluate your sling system in Q1 needs daily-cadence follow-up in the first two weeks, an in-OR observation visit booked within 30 days, and a contract draft moving inside 60 days. A capital equipment lead from a hospital division chief needs immediate scheduling with the value analysis committee, an economic model tailored to the system's reimbursement mix, and a 9-12 month cadence aligned with the system's budget cycle. Our post-conference follow-up playbook covers the segmentation, CRM workflow, and cadence rules that hold up across both kinds of healthcare buyers.

Build a fellowship-aware nurture track separately from your surgeon-level pipeline. Today's third-year FPMRS fellow is the surgeon making first-time device-preference decisions in 2028 and 2029. Programs that build relationships with fellows at AUGS — sponsored fellowship-focused content, hands-on training access, and post-show educational support — compound their AUGS investment for years. Most vendors ignore fellows entirely. The ones who do not own the next decade of preference decisions in this specialty.

Common Mistakes Vendors Make at AUGS

Generic OB-GYN messaging. AUGS is not ACOG. Booth design, faculty selection, and clinical messaging built for a broad obstetrics-and-gynecology audience fall flat with FPMRS surgeons. The clinical specificity required is dramatically higher, and the gap is immediately obvious.

Ignoring pelvic floor physical therapists and advanced practice providers. Physical therapists are increasingly central to pelvic floor care pathways, and many FPMRS surgical referrals originate from PT evaluation. Booths that talk only to surgeons miss the PT and APP layer that shapes referral patterns. Build a parallel content and conversation track for PTs, especially if your product has a non-surgical or post-surgical adjunct use case.

Underinvesting in clinical evidence. AUGS surgeons will read your data, cite it back to you, and call out gaps publicly. Booths that lean on glossy marketing without a current, peer-reviewed evidence base get dismissed quickly. If your evidence base is thin, address that gap honestly and articulate the trial program you are running to close it. Specificity and honesty win this floor.

Sending the wrong rep mix. AUGS rewards clinical specialists, medical affairs presence, and senior surgical sales reps over generalist territory reps. If your A-team is on a different show that week, your AUGS investment will underperform. For a tightly defined specialty meeting, the booth staff is more determinative of outcomes than booth size.

Treating AUGS as a one-time investment. Vendors who exhibit at AUGS once and disappear earn less than a third of the relationship value of vendors who show up every year and consistently support AUGS-aligned education between meetings. This is a relationship specialty, and meaningful pipeline compounds over multi-year presence.

Should You Exhibit at AUGS in 2026?

Yes, if you sell into pelvic floor surgery, urogynecology, FPMRS-managed conditions, or pelvic health more broadly. The categories that consistently see strong AUGS ROI include single-incision sling systems and stress urinary incontinence devices, sacrocolpopexy and pelvic reconstruction systems including graft alternatives, sacral and tibial neuromodulation, urodynamics, OAB and overactive bladder therapeutics, pelvic floor physical therapy and biofeedback technology, ultrasound and imaging specifically for the pelvic floor, vaginal energy-based devices with strong clinical data, surgical training simulators for pelvic floor procedures, and digital health platforms aimed at pelvic health and incontinence. Pair AUGS with a focused conference marketing ROI framework and the math usually clears even for first-time exhibitors — if pre-show meeting booking and post-show follow-up discipline is real.

No, if your audience is broad OB-GYN, primary care women's health, or reproductive medicine. ACOG is the better fit. AUGS is a deep-specialty surgical meeting, and the floor traffic will not produce qualified pipeline for products aimed at non-surgical OB-GYN buyers. Similarly, AUGS is not the right venue for general aesthetics or wellness products without a specific pelvic floor or urogynecology clinical positioning.

If you sell into the broader minimally invasive gynecologic surgery (MIGS) ecosystem, AUGS belongs on your calendar even if it is not your only show. Many AUGS-attending FPMRS surgeons also operate on prolapse-adjacent conditions like uterine fibroids, endometriosis, and complex benign gynecology — categories addressed by our medical device marketing client base. The MIGS-FPMRS overlap is a quiet pipeline opportunity that most general MIGS vendors miss because they exhibit at AAGL but skip AUGS.