SOHO 2026
By Buzzbox Media · Last reviewed August 3, 2026
What is SOHO?
The most focused hematologic oncology meeting in the US: 3,500 in-person attendees who are exclusively hem-onc physicians and researchers with high purchasing authority for diagnostic instruments, cell/gene therapy products, and clinical trial partnerships. The hybrid format (1,500 additional virtual participants) extends your reach. Houston is the permanent home of MD Anderson, making this a natural fit for companies with hem-onc pipelines.
What are the key facts about SOHO?
- Host organization: Society of Hematologic Oncology
- Primary specialty: hematologic oncology
- Scale: mid
- Geography: US (national, some international)
- International attendance: ~15%
- See all Oncology conferences
Which device categories fit SOHO?
Which buyer stages does SOHO fit?
What does SOHO charge for booth space?
Read from the SOHO exhibitor prospectus published by Society of Hematologic Oncology. The rates are the organizer’s own; the 10×10 totals are our arithmetic on them. View the prospectus ↗
| Booth Type | $/sqft | 10×10 Cost | Notes |
|---|---|---|---|
| Standard 10x10 | $100.00 | $10,000 | Min 100 sqft |
| Standard 20x20 | $125.00 | $12,500 | Min 400 sqft |
| Premium 10x10 | $125.00 | $12,500 | Min 100 sqft |
| Premium 10x20 | $125.00 | $12,500 | Min 200 sqft |
| Non-profit 10x10 | $35.00 | $3,500 | Min 100 sqft |
What does an all-in 10×10 inline booth cost?
| Space rental | $10,000 |
| Estimated all-in total | $13,000-$20,000 |
Buzzbox Media estimate covering space rental plus standard show services. Not a quote and not the organizer's number. Does not include travel, staffing, booth display, or marketing materials. Confirm current pricing with the organizer.
Planning the SOHO booth itself? Read our guide to medical conference booth design for booth types, union labor rules, and the corner upgrade.
Who attends SOHO?
Nearly 3,500 in-person hematologic oncology leaders + ~1,500 virtual participants (5,000 total hybrid reach). 14th annual meeting in 2026. The meeting affords industry partners the opportunity to interact in-person with the world's leaders in the hematologic oncology field. Hybrid event (in-person, virtual, on-demand). SOHO 2025 had 3,800+ attendees. Houston is the permanent home venue.
- Purchasing authority: ~45% of attendees
- Effective buyers: ~1,575
- Cost per effective buyer: $10.48 ($16,500 all-in ÷ 1,575 buyers)
- International attendance: ~15%
Where is SOHO held?
- Venue: George R. Brown Convention Center, Houston, TX (Level 3)
- Management company: AEX Services (exhibit services)
- Product theater: Available
Who else exhibits at SOHO?
Approximately 60+ exhibitors typically attend SOHO. Your competitors are here.
Is SOHO worth exhibiting?
Why Exhibit
The most focused hematologic oncology meeting in the US: 3,500 in-person attendees who are exclusively hem-onc physicians and researchers with high purchasing authority for diagnostic instruments, cell/gene therapy products, and clinical trial partnerships. The hybrid format (1,500 additional virtual participants) extends your reach. Houston is the permanent home of MD Anderson, making this a natural fit for companies with hem-onc pipelines.
Why Skip
Extremely expensive at $100/sqft standard ($10,000 for a bare 10x10): the highest per-sqft cost of any mid-size hematology show. For that budget, you could get a larger booth at ASH with 8x the attendees. Also, the meeting is relatively young (14th annual) and smaller than ASH, so if you need global exposure and volume, ASH remains the anchor show for hematology.
What should exhibitors know before SOHO?
The MD Anderson effect is real. Houston venue attracts top hem-onc KOLs who practice nearby. Use this show for KOL engagement and clinical trial recruitment rather than volume lead generation. The non-profit rate ($35/sqft) is reasonable if your organization qualifies.
What is the Buzzbox Score for SOHO?
7.9 / 10 (Strong)
7.9 out of 10. A solid, dependable show for the right exhibitor. Carried by data transparency (9.6: booth pricing published and exhibitor prospectus available). The lightest dimension is cost efficiency (7.0, $100/sqft, premium pricing).
How we score
Six weighted factors, each scored on a 0 to 100 rubric then normalized to a 7.0 to 10.0 band. Every show on this list cleared a relevance bar to be included, so 7.0 is the floor; the number tells you how far the leaders pull ahead.
Solid (7.4): 45% purchasing authority (moderate) and 58:1 attendee ratio.
Solid (7.0): $100/sqft, premium pricing and elevated cost per qualified buyer (~$10).
Standout (9.6): booth pricing published, exhibitor prospectus available, and 5 booth options documented.
Standout (9.1): managed by AEX Services (exhibit services), non-union venue (simpler, cheaper move-in), and purpose-built convention venue.
Strong (8.9): solid exhibitor rationale, honest "who should skip" guidance, and a distinctive format.
Solid (7.8): mid-size with room to grow.
When are the SOHO exhibitor deadlines?
Detailed deadlines not yet published for SOHO. Check the official site for the application window.
Frequently Asked Questions
How much does a booth cost at SOHO?
SOHO publishes an exhibitor prospectus, and read from it an all-in 10×10 booth works out to roughly $13,000-$20,000, covering space rental plus standard show services. Travel, staffing, and booth display are additional. This is an estimate read from a published prospectus, not a quote, so confirm current pricing with the organizer.
How many people attend SOHO?
SOHO draws approximately 3,500 attendees. Nearly 3,500 in-person hematologic oncology leaders + ~1,500 virtual participants (5,000 total hybrid reach). 14th annual meeting in 2026. The meeting affords industry partners the opportunity to interact in-person with the world's leaders in the hematologic oncology field. Hybrid event (in-person, virtual, on-demand). SOHO 2025 had 3,800+ attendees. Houston is the permanent home venue.
When and where is SOHO 2026?
SOHO 2026 takes place September 9-12, 2026. The venue is George R. Brown Convention Center, Houston, TX (Level 3). Society of Hematologic Oncology hosts the meeting.
How many SOHO attendees have purchasing authority?
About 45% of SOHO attendees hold purchasing authority, which works out to roughly 1,575 effective buyers out of approximately 3,500 attendees. Effective buyers multiplies total attendance by the share of attendees who hold purchasing authority. Both inputs are estimates drawn from organizer reporting and our own exhibitor research, so read the figure as directional rather than exact.
Who exhibits at SOHO?
Approximately 60+ exhibitors typically attend SOHO. The device categories that fit this floor are flow cytometry, molecular diagnostics, cell therapy, clinical trial services, pathology instruments, gene therapy, and pharmaceutical.
How does Buzzbox Media score SOHO?
SOHO carries a Buzzbox Score of 7.9 out of 10 (Strong). The score weighs six factors: audience quality, cost efficiency, data transparency, exhibitor experience, editorial value, and growth trajectory. Each factor is scored on a 0 to 100 rubric then normalized to a 7.0 to 10.0 band, and every conference in our index cleared a relevance bar to be listed, so 7.0 is the floor. On this record the highest is data transparency at 9.6 and the lowest is cost efficiency at 7.0.