Challenge

OM Pharma, a global Geneva-based biopharmaceutical company that specialises in infectious and vascular diseases, needed to deepen relations with key opinion leaders (KOLs) from around the world who were attending the Porto Vascular Conference 2024.

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With many companies competing for attention at this important event, the OM Pharma needed their exhibition booth to stand out and act as a delegate magnet — drawing people in and enabling deeper discussion.

Solution

Anthill recommended that the booth design should provide a compelling reason for delegates to visit — by delivering an experience that wasn’t available elsewhere. Incorporating both virtual reality (VR) and augmented reality (AR) elements, Anthill’s design solution leveraged the potential of different technologies to provide multiple kinds of experience.

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These technologies were then used to explore content relating to two different indications of one of OM Pharma’s products.

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Virtual reality was used to enable delegates to explore the product’s mode of action and thereby experience the science in a fully immersive way that is not possible with 2-D screens.

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The augmented reality solution used a ‘gamification’ strategy that enabled delegates to test their knowledge with 11 questions around the disease area and the treatment.

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Results

The smart use of technologies differentiated the exhibition stand and delivered an engaging and immersive congress experience. In this way, OM Pharma was able to attract delegates by providing memorable experiences that use interactivity to assist message retention — while remaining appropriate to a medical congress by keeping the focus on the science.

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