COngress and trade show Management

 
Regulations restrict the monetary value of giveaways, so we provided eye care professionals with irresistible interactivity. After keying in their name and selecting an eye color, attendees looked forward to posing for a photo with their customized eye in the multi-colored portal.

Regulations restrict the monetary value of giveaways, so we provided eye care professionals with irresistible interactivity. After keying in their name and selecting an eye color, attendees looked forward to posing for a photo with their customized eye in the multi-colored portal.

Novartis Pharmaceuticals Eye CAre Booth

For eye care professionals (ECPs) attending a trade show, pharma companies are rarely intriguing. ECPs attend the American Academy of Ophthalmology annual meeting to test new medical device products before they purchase them, meet the required continued education hours needed to keep their license, and network with peers.  

Unless an ECP has a specific question regarding a product, they are not likely to walk into a pharmaceutical company’s booth, for fear the sales reps will pressure them to prescribe expensive drugs to their patient roster. Novartis is not only a pharmaceutical company, but the in-market products within the Eye Care portfolio are also mature products lacking new information to share.

Knowing the Novartis booth wouldn’t be high on an attendee’s must-do list, we focused on digital executions that would ATTRACT attendees to the booth, ENGAGE them with interactivity, EDUCATE in a non-aggressive manner, and DRIVE them deeper into the footprint to learn more about Novartis and speak with company representatives.

I was responsible for Novartis booth project management, event planning, executional overview, traffic strategy, booth build oversight, site visits and location scouting. Our team collectively was also responsible for creative asset development for three brands and promotional advertising outside of the trade show floor.

Before leaving the Novartis Welcome Portal, attendees were encouraged to answer a few questions via touchscreen. The results were projected on a screen deeper inside the footprint. Strategic placement of the infographic and collage of attendees’ eyes allowed Novartis greeters to drive guests further into the exhibit. In this photo you can see the consumer listening infographic next to one of the virtual reality stations.

Before leaving the Novartis Welcome Portal, attendees were encouraged to answer a few questions via touchscreen. The results were projected on a screen deeper inside the footprint. Strategic placement of the infographic and collage of attendees’ eyes allowed Novartis greeters to drive guests further into the exhibit. In this photo you can see the consumer listening infographic next to one of the virtual reality stations.

With 7,741 exhibitors competing for the attention of the same 14,708 ECPs, we decided to add an unusual hostess to our staff: Ophthal Molly, AAOph’s first-ever robotic greeter. Via touchscreen, attendees could take a selfie and send it to themselves, navigate the booth, and learn more about Novartis products.

With 7,741 exhibitors competing for the attention of the same 14,708 ECPs, we decided to add an unusual hostess to our staff: Ophthal Molly, AAOph’s first-ever robotic greeter. Via touchscreen, attendees could take a selfie and send it to themselves, navigate the booth, and learn more about Novartis products.