The challenge
Our client was new to the complement system space and was preparing to launch an oral, first-in-class medication in a rare blood disease. The American Society of Hematology (ASH) Annual Meeting is a key congress with many key experts and top clinicians in attendance. Educating on the complex mechanisms of action (MOA) is key to increasing the understanding of the role of a potential therapy in the context of a rare disease.
The solution
- MOA video loops and LED walls have become ubiquitous at medical congresses, such that much of the education around novel MOAs go ignored. To stand out from the crowd so that our message would resonate to congress attendees, the team opted to create an immersive MOA experience where the user could interact with the content in a unique way while also taking into account the post-COVID sensitivities around a virtual-reality headset.
- Using a large 15’ × 11’ high-resolution LED wall, we simulated a 3D room filled with blood cells to attract congress attendees to engage. A touch screen in front of the LED wall allowed the HCP to navigate to different sections of the MOA, with each section filling the 3D room in a different way. The custom medical illustration was larger than life, creating a striking and show-stopping experience. To increase memory retention of the complex MOA story, we also added stopping points along the way, asking the HCP to physically drag components into the scene and thus trigger a reaction.
- The result was a highly engaging and immersive view of the MOA story that generated buzz throughout the congress floor.
The value created
- Our interactive experience met our goal with close to 1000 unique sessions during the 3-day ASH Congress.
- The immersive nature of the installation was a showstopper, with passersby stopping in their tracks to view the attraction.
- Executives and senior leadership for our client were very eager to see the installation prior to the first day. Feedback received was that they were not only astounded by the impressive visuals, but also loved the simplification of the complex scientific topics.
- Our client was so pleased with the feedback on this experience that it was adapted for individual iPad usage and international congresses.
Of note, this work was a MM&M 2023 Award Finalist in the category of Digital Initiative for Non-Consumers (HCPs).
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