Working with one of the largest pharmaceutical companies in the world*, Impact XM developed a virtual exhibit strategy to extend the reach of their congress activities. The virtual exhibit mimics the design of their physical exhibit, including video LED hanging sign. A campaign was developed to build awareness and traffic through targeted emails and social media. Based on the success of the virtual exhibit, it has been integrated into the client’s overall live/virtual “hybrid” congress plan.
To navigate the booth, virtual attendees could use an “explore” button, click on menu topics to have the exhibit animate to the appropriate content location, or experience exhibit highlights presented by a medical docent. Digital content originally developed for the physical booth was optimized for the cloud and redeployed to the virtual exhibit as information touch points.
Impact XM helped the client navigate their internal compliance process with this highly novel solution including how to “gate” entry to the site and how to properly bifurcate commercial and medical initiatives. An analysis of the live and virtual traffic data demonstrated that the virtual exhibit drove an additional 70% engagements beyond the live exhibit alone.
* Due to confidentiality, company name and visuals are withheld.