LOCATION: London, ExCeL
DELEGATES: 14,000 daily
Working to a brief to design and build an immersive experience to disseminate educational materials and cascade key takeaways and product information on HUMIRA®, Ashfield Meetings & Events | Exhibits was invited to develop a booth that ensured visiting healthcare professionals felt instantly informed and educated. The design aesthetic needed to be inspiring and functional while reinforcing AbbVie’s market leadership, their focus on patients and engendering trust with the healthcare professionals in attendance.
Before designing the booth we set about identifying the audience’s educational needs to help us determine a suite of appropriate engagement tools to deliver the right content, the right message at the right time.
We used this research to develop three distinct interactive areas in the booth that matched audience profiles. Each area gave attendees an insight into AbbVie’s brand campaign and further information on its commitment to the treatment of rheumatoid arthritis and other diseases. Healthcare professionals were able to choose which area was most interesting or relevant to their learning preferences.
The first area showcased a living wall experience that embodied AbbVie’s promise – that each individual story matters – and collectively formed a HUMIRA® experience. The wall included 980 calla lilies, each one of which represented 1,000 patients who had been treated with the drug.
A second area featured an art installation designed that represented the treatment journey taken by three key types of patients. The artwork, which was influenced by conversations that healthcare professionals had with the artist, had a strong emotional impact on visitors demonstrating the patient journey from a more humanistic perspective.
The third area consisted of a virtual reality experience encouraging visitors to watch immersive films through patient voices highlighting how AbbVie positively impacts their everyday lives.
The booth was designed carefully to optimize attraction and visitor flow to ensure the healthcare professionals received optimum service levels from the experience. It was important the booth design was based on the educational materials to ensure all visitors were instantly informed and educated in a short amount of time.
“Our vision for the EULAR exhibit was to create a transformative experience for physicians and delegates that reflects HUMIRA’s leadership and commitment to having a remarkable impact for patients”, stated Tiago Campos Rodrigues, General Manager, Rheumatology at AbbVie. “It was important to us that every visitor walk away with a tremendous sense of pride and trust in HUMIRA and in AbbVie in rheumatology. This accolade is a terrific acknowledgement and we appreciate the recognition.”