Transcarent

From Brand Promise to Physical Place. How Transcarent Built a House to Prove Healthcare Can Be Different.

HLTH 2023 brought thousands of healthcare executives, digital health founders, investors, health plan leaders, and technology buyers to the Las Vegas Convention Center’s West Hall for four days of keynotes, product announcements, partnership meetings, and the kind of show floor exploration that shapes healthcare technology purchasing decisions for the year ahead. For Transcarent — the One Place for Health and Care founded by Glen Tullman, the former Livongo CEO who helped pioneer the connected health revolution — the 20×30 ft island needed to solve a challenge that every platform company faces: how do you make an invisible digital experience feel tangible in a physical space? Transcarent’s AI-powered WayFinding platform brings together medical care, pharmacy benefits, behavioral health, oncology, surgery, musculoskeletal care, and everyday wellness into a single experience used by employers and health plans — a $2.2 billion unicorn backed by General Catalyst, 7wireVentures, Kinnevik, and strategic partners including Walmart and leading health systems. But none of that valuation, technology, or investor confidence matters on a trade show floor unless you can stop someone in an aisle and make them feel something.

The design strategy centered on a single insight that required genuine creative courage: if Transcarent is the “one place,” then build the one place. Not a booth with messaging about a platform — an actual architectural place that people can walk into, sit down in, and experience. The house-shaped open-truss roof frame created the most distinctive structural silhouette on the HLTH show floor — a form that every attendee could identify from across the hall. The suspended 3D heart sculpture floating above the apex added emotional warmth that the word “healthcare” rarely evokes in a trade show context. The glowing backlit panels turned the structure into a lantern that literally radiated from within. And the interior — with its warm wood flooring, heart-patterned accent wall, residential furniture, hospitality refreshments, and private meeting room — completed the transformation from convention exhibit to livable space. Pure Exhibits had explored bold architectural concepts in other healthcare and tech builds, including Radware’s all-white RSA 2025 booth, Afresh’s Groceryshop 2024 booth, and SpyCloud’s cosmic-themed Black Hat 2025 booth — but Transcarent’s approach was unique in its architectural literalism: the brand promise became the building.

The functional results validated the creative risk. The reception desk at the front created a welcoming arrival point where Transcarent team members greeted visitors by name, directed them to product demos on the wall-mounted TV, or guided them to the private meeting room for executive conversations. The hospitality station — simple coffee and refreshments — gave visitors a reason to linger, and lingering creates the conversational space where trade show encounters turn into qualified pipeline. The multi-panel messaging wall ensured that even visitors who never stepped inside the house absorbed the core narrative: “One Place for Health and Care,” six integrated care categories, a mobile app that puts everything in one screen, and the simple promise that “Healthcare Can Be Different.” The green lawn and boxwood hedges made the booth the most photographed exhibit on the HLTH floor — and every photo shared on LinkedIn or social media extended Transcarent’s reach far beyond the convention center walls. For a health tech unicorn competing for attention among 900+ exhibitors at the industry’s largest health innovation conference, the house-shaped booth delivered exactly what the brief demanded: a physical place that proved Transcarent isn’t just talking about “one place” — they’re building it.