Jan23

LIVING THE BRAND—Awakening the Senses at Congress

conventionIt seems that the time has passed when having more sales reps and a bigger booth at a major congress was enough to attract physicians to learn more about your brand. Beyond the financial and compliance challenges that the industry has encountered in the past decade, leading in part to decreasing attendance from physicians, clients as much as agencies are continuously looking for new ways to catch physicians’ attention.

What if physicians were just like us: curious and playful

At times, new data just doesn’t make the cut in the clutter of a congress…and let’s not mention when there is no new data to present. Of course, physicians are interested in learning more about a new product, indication or technique. However, in today’s reality, it just doesn’t seem to be enough. Having physicians engage with the brand in a fun and truly unique way can actually set the ground for a deeper relationship and more memorable experience.  What if detailing on touch screens, offering games or iPad quizzes, to name a few, were already not enough in this rush for new things? What if physicians were just simply looking to (re)connect with brands whilst having fun?

Success lies in the story you tell and how you tell it

Going beyond the usual techniques to drive interest at congress requires us to take a step back and look to the core of what the company, brand or product stands for. What it means for your client and physicians. After all, congresses are a great opportunity to reach a maximum of physicians while bringing your vision to life. The booth and activities around it, including symposia, then are used to articulate this story.

But how to define the story you want to tell? One way to do so is to look at the company or brand ambition. What they want to change or bring in this world, where they make a difference. Another way is to leverage the unique features of the product (eg, physical properties, MOA, mode of administration, unique manufacturing process, etc).

What do you do once you have a clear story? You offer physicians a sensory experience. This is when curiosity and playfulness come into place. Perceiving, feeling and doing will create a true brand experience. Knowledge is only one part of a person’s understanding.

Two client cases can help illustrate how senses can create emotional connections. An ophthalmic pharmaceutical company, living by the vision of “leading a brighter future,” and whose main products are hydrating eye drops, articulated their booth activity around a water light graffiti. As physicians were writing on the wall with water, the surface of the wall made of thousands of LEDs was illuminating. The client got their main message across: water is essential for the eyes to properly function, and light is an important medium for sight.  Another client, a leading dermatology company, developed a full sensory experience to differentiate its new dermal-filler range at launch and demonstrate that each product was customized to fit physicians’ needs. During a major industry event, physicians were welcomed into an experiential room. They were able to walk around and visit various custom-made “tools” to feel and see the products (eg, an injection bar,  a gel texture tool to touch the products, and a visual tool  to play with product elasticity). Both cases were based on the core of the brand vision and did create a memorable journey for physicians.

What will experiential activities do for physicians and your clients?

Physicians are keen to interact with their peers and such activities will make them want to share and tell. Word of mouth will not only drive traffic to your activities but also create brand awareness. Physicians will remember your client’s brand and the experience they had with it. They will probably want to engage with it after the event. Creative executions will also differentiate your client and position them as innovative and bold.

Brand experience is about going back to the basics: our senses

OCH Paris won a 2013 Global Award in the category Art & Technique: User Experience (click here to access the Global Awards website http://www.theglobalawards.com/winners/2013/index.php).

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