Flipping the congress model
In a crowded landscape with many different classes of treatment, each with multiple drugs and combinations, scientific congresses are the key opportunity for our client to connect with large numbers of customers in one place.
We wanted to find a way to make our client stand out against their competitors, and as such, turned to what makes them truly unique in this space: that they are the only company solely dedicated to the condition.
We chose to flip the model, go against the norm – moving from a traditional brand focus to a corporate focus, emphasising in a creative way that the company has changed the face of the condition through their unerring commitment to the community and patients.
We created an exhibition in partnership with a world famous photographer – beautiful portraits coupled with inspirational stories of the people within the community in order to improve the future outlook for patients.
Delegates came to the exhibition stand to learn more about the large, bold images, which provided a conversation opportunity for company representatives. The new approach showed the company in a positive light, highlighting their commitment to the condition in room full of brand-focused stands.