Medical Affairs team at a small pharmaceutical company with a single marketed product and robust development pipeline
The client wanted to amplify their presence and establish themselves as an important provider of innovative treatment at a key medical congress. Their key objective was to stand out in the presentation of accurate, nonpromotional, and compelling scientific content in a cavernous, crowded exhibit hall that is typically dominated by commercial or marketing teams
We worked with our client to develop a congress experience that was enticing and engaging, and that could facilitate enduring relationships. Our solution was designed to increase visibility and traffic, optimize content delivery, and ensure retention of information. This required accurate interpretation of the scientific evidence, a deep understanding of both the audience and their priorities to effectively communicate the appropriate scientific story, and audience attention and focus through the use of creative strategy and design and the seamless implementation of cutting-edge technologies.
1) ENTICE: We created an attractive space that enticed attendees into the booth from passing walkways by utilizing multiple large-format 4K resolution monitors that were seamlessly integrated to form an enormous eye-catching video wall. This was complemented by HD animated looping video “teasers” displayed on booth wall monitors.
2) ENGAGE: We facilitated engagement through various experiences that allowed attendees to quickly gain access to interactive applications accessible through various touchscreen devices (both iPad-based and fixed kiosks). The exhibit also provided important education through the use of scientific visualizations that communicated the unique mechanism of action of the client’s product. Individuals were also able to learn about the company’s latest clinical trial information through an interactive display of the client’s research and development pipeline.
3) ENDURE: Compelling collateral, including abstract presentation booklets and clinical trial program summaries, were provided for attendees to take with them. Booth visitors were also given the opportunity to opt-in to receive additional information specific to different topics, which facilitated post-congress follow-up and potentially an ongoing discussion
Our client was able to leverage their Medical Affairs exhibit to increase their overall presence at the congress and achieve their objectives. By showcasing their commitment to advancing treatment and forming relationships with clinicians, they were able to further establish themselves as leaders in the space. The materials and resources created for the congress space continues to be leveraged and adapted for use at future congresses and on alternate platforms to optimize their return on the investment
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