CASE STUDIES

Launching a multiple myeloma drug at the EHA congress

How we helped develop an emotional and patient-centric experience for a congress stand

Haematologists were aware and excited about our drug for multiple myeloma - hailing it as the ‘revolution’ and ‘Rolls Royce’.

The stunning efficacy data spoke for itself. The challenge was to communicate the key efficacy data as well as the patient benefits. It was mandatory to use the launch campaign and its visual elements to communicate the core.

Approach

Working closely with the local countries, we identified a need to communicate the patient benefits by animating the stunning efficacy data.

  • We created an immersive experience where delegates could discover for themselves, through VR and AR, the difference the drug could make for their multiple myeloma patients
  • The stand brought the launch to life by portraying the theme of ‘Discovery’. This included developing a film based on the campaign image that played on the main wall
  • We engaged delegates passing by with the MoA film as a VR experience, and showcased our incredible patients’ stories through objects that triggered AR experiences
  • Delegates could discover the difference the drug could make to multiple myeloma patients who have failed on prior line of treatment.

Impact

We created an immersive experience where delegates engaged with the brand through integrated activities and tactics that brought to life the scientific and emotive reasons to believe in the brand.

You have done such an amazing job breathing life into patients whose lives are so impacted by multiple myeloma

EUROPEAN PRODUCT MANAGER