Healthcare

ASN & AHA 2020

Digital Exhibition using events technology by MCCGLC

A quick pivot from physical event to engaging digital activity when ASN 2020 congress was moved online.

Challenge

Challenge

The virtual booths at ASN and AHA 2020 were our opportunity to bring the chronic kidney disease in type 2 diabetes disease awareness campaign to life.

In the run up to a big product launch for our client, the disease awareness campaign was designed to show HCPs the hidden threat to their patients’ health that they may have been missing or not testing for.

While the original brief was for an activity that would go live at many events across the globe throughout 2020, the pandemic forced us to quickly change our approach. Instead, we created a standalone website that allowed delegates to take an interactive journey through Kidney Island.

Digital animation with events technology by MCCGLC

The virtual booths at ASN and AHA 2020 were our opportunity to bring the chronic kidney disease in type 2 diabetes disease awareness campaign to life.

In the run up to a big product launch for our client, the disease awareness campaign was designed to show HCPs the hidden threat to their patients’ health that they may have been missing or not testing for.

While the original brief was for an activity that would go live at many events across the globe throughout 2020, the pandemic forced us to quickly change our approach. Instead, we created a standalone website that allowed delegates to take an interactive journey through Kidney Island.

Approach

Approach

The goal was to change delegates’ perspectives and help them to understand what is destroying patients’ kidneys.

We realised that, in fact, most HCPs aren’t aware of the problem. From where they’re standing, Kidney Island looks healthy and tranquil. But all it takes is a shift in perspective to see the danger that is lurking. In order to help them self-realise there might be something else putting their patients at risk, our activity showed them the full picture.

The experience started with a view from a helicopter, quite literally elevating the HCP’s view so that they could see the volcano destroying the island.

Interactive customer engagement using events technology by MCCGLC

The goal was to change delegates’ perspectives and help them to understand what is destroying patients’ kidneys.

We realised that, in fact, most HCPs aren’t aware of the problem. From where they’re standing, Kidney Island looks healthy and tranquil. But all it takes is a shift in perspective to see the danger that is lurking. In order to help them self-realise there might be something else putting their patients at risk, our activity showed them the full picture.

The experience started with a view from a helicopter, quite literally elevating the HCP’s view so that they could see the volcano destroying the island.

Solution

Solution

By using a standalone website with innovative, experiential tech, we allowed our client to create a more engaging ‘virtual booth’ than was typically on offer at the time. Within the digital portal – a virtual Kidney Island that delegates could explore independently – hotspots positioned around the island allowed delegates to watch KOL talks, explore the mechanism of disease and discover the hidden drivers of CKD, as well as sign up for updates.

Users went on a journey of discovery, learning from a seamless, parallax-style interface. Overlaid content windows explained the underlying drivers of CKD, and gave the option to speak to an MSL in real time or ask questions via a chatbot.

This meant that – as well as an immersive narrative – the delegates had opportunities to interact with others face to face, adding a human element to the experience that made it all the more effective.

Digital animation as part of the congress strategy by MCCGLC

By using a standalone website with innovative, experiential tech, we allowed our client to create a more engaging ‘virtual booth’ than was typically on offer at the time. Within the digital portal – a virtual Kidney Island that delegates could explore independently – hotspots positioned around the island allowed delegates to watch KOL talks, explore the mechanism of disease and discover the hidden drivers of CKD, as well as sign up for updates.

Users went on a journey of discovery, learning from a seamless, parallax-style interface. Overlaid content windows explained the underlying drivers of CKD, and gave the option to speak to an MSL in real time or ask questions via a chatbot.

This meant that – as well as an immersive narrative – the delegates had opportunities to interact with others face to face, adding a human element to the experience that made it all the more effective.

Impact

Impact
11k+

page views (ASN 2020)

245

visitors to the Medical
area (ASN 2020)

Digital exhibition for a pharmaceutical congress by MCCGLC
11k+

page views (ASN 2020)

245

visitors to the Medical
area (ASN 2020)

700+

page views (AHA 2020)

~30%

of visitors visited the page
more than once (AHA 2020)

Digital content as part of a pharmaceutical congress by MCCGLC Digital and interactive content for a pharmaceutical congress by MCCGLC Interactive customer engagement using events technology by MCCGLC Digital technology as part of the congress strategy by MCCGLC
Digital content as part of a pharmaceutical congress by MCCGLC
Digital and interactive content for a pharmaceutical congress by MCCGLC
Interactive customer engagement using events technology by MCCGLC
Digital technology as part of the congress strategy by MCCGLC

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