Bristol-Myers Squibb Experiential Marketing Success Story [HD]

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Bristol-Myers Squibb (BMS) sought to communicate to physicians the robust data profile and awareness of the first line indication for its rheumatoid arthritis drug. Furthermore, BMS wanted to do this by presenting physicians with perceptions and realities about the drug in an entertaining and engaging fashion.

To address this challenge, StudioPMG partnered with GES (Global Experience Specialists) and Corbett to build interactive experiences for BMS that placed physicians in a "day-in-the-life" of those with rheumatoid arthritis and educated them about the use of the drug as a first biologic in the US. These experiences included:

Attendee silhouette: To personalize the experience, physicians were able to take pictures of themselves that were presented as a 3D chalk silhouette. Physicians could email these silhouettes to themselves, friends or colleagues.

Educational kiosk: This interactive kiosk educates physicians on FDA approval for using the drug as a first option in treating rheumatoid arthritis. To support this recommendation, physicians could take an interactive tour through research and data supporting the use of the drug as a first option to treat the disease, including information on pain, efficacy, safety and retention rates.

"Day-in-the-life": This 46" HD LED multi-touch experience illustrates the misconception of when the drug should be used by placing physicians in the shoes of those with rheumatoid arthritis. The experience reinforces this misconception by asking physicians to complete three challenging tasks for those with rheumatoid arthritis: faucets, zippers and opening a jar. Upon successfully completing each task, the screen educates the physician about the reality of prescribing the drug as a first biologic.

1. By: StudioPMG
2. Categories Science & Tech
3. Views 42
4. Added :09-May-11
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