Overcome delegate fatigue by revolutionising data-heavy congress
communications
Insight
The challenge for all exhibitors at congress is the volume of data, repetition of booth resources and the disconnection from the real life patient situations. Putting the patient back into the spotlight would reinforce the emotional connection, and educate delegates about the new heart failure treatment.
Approach
We set a new standard at ESC-HF with the Cube of Life: an emotional engagement tool containing the image and story of a hypothetical patient, with a pulsing light to mimic the rhythm of a heartbeat. Each delegate visiting the stand was given a Cube which used infrared to track their progress around the booth, shining brighter each time they engaged with key information.
The delegates were then asked to show their commitment to addressing the unmet need in heart failure by signing their Cubes and adding them to an ever growing, evolving art installation on the booth. This tangible reminder of patient lives – that was literally in delegates’ hands – was the most impactful part of our congress strategy.
One of our most memorable projects, it has informed much of our work going forward, and made a noticeable impression on the congress world.
