Demonstrating corporate leadership with a differentiated congress booth.

Inflection Point

A biotech was seeking to demonstrate industry leadership and highlight the clinical impact of their product portfolio. The annual congress for their key customers was an opportunity to build awareness, go beyond clinical data in educating prescribers on patient impact, and demonstrate a leadership position as an innovative biotech committed to improving patients’ lives.

How We Helped

Traditionally, the professional congress setting is an environment that prioritizes brand marketing and medical communications activities. However, we applied our expertise in exhibit design and storytelling to engage HCPs around patients’ unmet needs and stories, and help a growing biotech build corporate brand awareness.

We developed a highly engaging, experiential exhibit concept to highlight patient perspectives, set within our client’s congress booth. Working with our clients’ preferred congress booth agency and digital specialists, we refined, built, and hosted this exhibit at a key professional congress. The exhibit itself stood apart from other booths, both visually and thematically. It featured a gallery of rich audio- visual patient portraits, each expanding on the emotional and logistical dimensions of the steps a patient takes towards treatment.

Meanwhile, we supported the pull-through of our client’s marketing objectives by designing other congress touchpoints, including bag inserts, door drops, environmental graphics, and digital flyers to help drive awareness and booth visits.

Outcomes

The interactive exhibit signaled our clients’ commitment to patient experience not only to target HCPs, but to their competitors and their own organization’s employees alike, with the company CEO choosing to record a key event interview within the exhibit space.