SOHO 2026
Overview
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.
Key Facts
- Host organization: Society of Hematologic Oncology
- Primary specialty: hematologic oncology
- Scale: mid
- Geography: US (national, some international)
- International attendance: ~15%
Best For
Buyer Stage Fit
Booth Costs
| 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 |
All-In Cost Estimate (10×10 Inline)
| Space rental | $10,000 |
| Drayage | $1,200 – $2,500 |
| Electrical (20A) | $300 – $450 |
| Carpet/padding | $200 – $400 |
| Cleaning (3 days) | $150 – $250 |
| Lead retrieval (1 unit) | $400 – $900 |
| Wi-Fi | $500 – $1,500 |
| Estimated total | $13,000 – $20,000 |
Does not include travel, staffing, booth display, or marketing materials.
Audience
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%
Venue & Logistics
- Venue: George R. Brown Convention Center, Houston, TX (Level 3)
- Management company: AEX Services (exhibit services)
- Product theater: Available
Who Else Exhibits
Approximately 60+ exhibitors typically attend SOHO. Your competitors are here.
Our Take
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.
Insider Tips
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.
Buzzbox Score: 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, top-of-market 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, top-of-market 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.
Key Deadlines
Detailed deadlines not yet verified for SOHO. Check the official site for the application window.
Frequently Asked Questions
How much does a booth cost at SOHO?
An all-in 10×10 booth at SOHO runs roughly $13,000–$20,000, including space rental, drayage, electrical, carpet, and basic services. Travel, staffing, and booth display are additional.
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 is SOHO ?
SOHO is scheduled for September 9-12, 2026. Location: George R. Brown Convention Center, Houston, TX (Level 3).
Is SOHO worth exhibiting at?
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.