Design, Art Direction, UI/UX, Convention Experience, Digital Tactics, Interactive Table, Video Loop, Storyboards

Client Challenges

Our pharmaceutical client needed a  breakthrough convention experience for its heart attack medicine, Brilinta.  As the  drug is considered a "black box" drug because of it's severe adverse  reactions that could result in death.  From a regulatory perspective, we needed to make sure the user was always mindful of these potential adverse reactions. 
 

Deliverbles:

As the DOR for the brand, we leveraged the existing Campaign brand materials, ie orange shard art and patient imagery and transformed the convention experience in three ways.
1 Interactive table for HCPs to engage and understand the MOA of the drug
2 An attract loop  on screens above the table to draw attendee attention
3. Vertical bed  screens

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Project  Challenges

1) reduced timeframe by half for implementation
2) untested/unfamiliar technology for team
3) high regulatory concern due to "Black Box" restrictions of potential adverse events of drug

additionally...
This was my first experience/project with pharmaceutical advertising and regulations, so I had an additional challenge of "building the plane while flying" and learning very quickly what was needed to succeed on this project, like redesigning the user interface 2x within a week to make the untested technology challenge work, just days before the convention.

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Results

• high attendee engagement and awareness

• uptick in site traffic post show by 19% over
  pre show average engagement