Walk a While in their Shoes
- Multiple
- Exhibits & Trade Shows
- BioPharma
Patient Education. New Perspective.
THE CHALLENGE
A Lasting Impression
Lupus diagnosis is a disease that is seldom top of mind for doctors, so Impact XM was chosen by a leading global biopharma client to create a unique experience that would raise awareness and educate HCPs about the disease and its diagnosis. The challenge was to craft an engaging experience that would improve Lupus diagnosis to bring treatment to patients faster.
THE SOLUTION
An Empathetic Perspective
To help humanize the patient experience, Impact XM developed a concept called “Walk in Their Shoes.” It leveraged previously developed personas of lupus patients and associated each patient personas with a different type of shoe: “The Overwhelmed” (slipper), “The Actress” (high-heel), and “The Warrior” (hiking boot). These personas were highlighted in an interactive exhibit to help doctors better diagnose through Lupus experiences and symptoms.
To demonstrate the randomness of Lupus, attendees spun a wheel to determine which patient persona they were going to learn more about. Based on the persona the wheel landed on, the HCP was given one of the actual shoes with an embedded RFID chip to bring to an interactive podium. Holding the shoe over a sensor, diagnosis and data about this patient type was revealed.
To complete the experience, the HCP added the shoe to a dimensional sculpture “Walk in their Shoes” in the booth. As the show went on, more and more shoes built during the show, generating interest and buzz. At the close of the show, all the shoes were donated to local charities, creating a philanthropic experience for the client that was shareable with social media.
THE IMPACT
The lupus exhibit experience was executed at multiple events throughout the year including national, regional, and local conventions. The physical display of shoes was an eye-catching traffic builder while the tactile learning experience created a lasting impression on attendees and helped to raise awareness of the disease. The experience was so successful that the Lupus Gala included it in their annual event and it was deployed at other Lupus patient walks around the country..
