Ferring Pharmaceuticals at ASRM
- New Orleans
- Exhibits & Trade Shows
- Pharma
Cultivating Emotional Engagement
THE CHALLENGE
Engage, Inform, Inspire
Ferring Pharmaceuticals, a leading innovator in reproductive medicine and maternal health for more than 50 years, sought to make a significant impact at the 2023 American Society for Reproductive Medicine (ASRM) annual congress. Their challenge was to create an exhibit experience that was memorable, informational as well as immersive and emotionally engaging for the congress attendees, including reproductive endocrinologists, fertility clinic staff, and others.
THE SOLUTION
An Emotional Engagement
Impact XM designed a unique booth concept that mimicked a cradle. The sloping walls and curves created an effect that symbolized the “cradle of life.” This design was strategically tailored to provide a welcoming and cohesive environment in which the audience could engage with Ferring’s cross-functional team members, including Medical, Commercial and Government Affairs, who were set-up in their specific areas of the booth.
Through the booth design and messaging, Ferring successfully illustrated its three core pillars: “Changing the Conversation”, “Navigating the Journey” and “Pioneering in Practice” to conference attendees. These pillars collectively guide and inform the company’s commitment to advancing fertility care, such as through working to help improve access and outcomes, to offering a differentiated product portfolio and resources that support diverse family building needs and fertility journeys.
One highlight of the booth was the “Seeds of Possibility” wall. This interactive feature encouraged attendees to share their thoughts on ways to transform fertility care, but the unexpected happened. People were sharing personal perspectives around how their careers have been profoundly impacted. This unexpected twist elevated the emotional experience, turning the booth into a tribute to the many and unique paths to parenthood.
Attendees pinned more than 360 “flowers”, which were handmade locally using paper that contained wildflower seeds to the wall, creating a beautiful display. Ferring plans to plant these paper flowers at their U.S. headquarters in New Jersey to symbolize growth and inspire the teams who are working to help advance fertility care.
THE IMPACT
Ferring Pharmaceuticals, in collaboration with Impact XM and Evoke, successfully transformed the traditional booth experience into an emotionally charged journey at ASRM. The unexpected emotional resonance of the “Seeds of Possibility” wall not only met the client’s goals but also exceeded them, leaving a lasting impression on attendees and creating a unique narrative within the fertility industry. This case study illustrates the power of experiential marketing to evoke emotions, engage audiences, and ultimately achieve meaningful results.
Seed Data: The “Seeds of Possibility” wall garnered more than 360 unique engagements
Dwell Time: Attendees spent a total of 24 hours engaging with the exhibit over the three-day show.
Hospitality: The hospitality counter served 1200 coffees and 900 beignets, with an average waiting time of 10 minutes for each attendee.
Medical Affairs Traffic: The booth attracted 50 badge scans from medical affairs personnel.
Overall Attendance: There were 680 badge scans, capturing the attention of 13.1% of the overall attendees.
“It has been a pleasure working with Impact XM and we value your partnership over the last several months to help make this year’s ASRM the very best one yet! The booth and everything looked great, and you and your team kept everything running smoothly all week long!”
