Winner
Insight Through Immersion: Crafting an Immersive Experience to Shape Fresh Narratives in Medical Education
Summary of work
In a post-pandemic world, congress audiences are demanding more innovative and enriching experiences that stretch beyond typical plenary-style symposia.
For last year’s top European diabetes congress, our client wanted to establish a new paradigm, both in how meetings are delivered and the space in which delegates experience such events.
Inspired by interactive tours from outside pharma medical education, Ashfield developed a delegate journey to explore the nature of therapeutic choice in clinical care.
In a radical redesign of the symposium space, we developed an immersive experience, whereby attendees moved through several zones. To keep audiences small whilst also maximising the numbers who could participate, multiple tours were offered throughout the day.
The immersive path through this space reinforced the key messages of the event, that navigating choice remains difficult in diabetes care, but there are therapeutic options and digital tools that can support people in their self-management.
At the end of this immersive experience, attendees moved to the networking zone, which was a space offering peer-to-peer networking and a key opportunity to engage with the faculty. Delegates and faculty were effusive in their feedback, with one expert stating “[these events] should become the new format.”
Judges’ comments
Inizio and Sanofi had put together an outstanding innovative campaign with strong execution, which highlighted an unmet need. It was thoroughly written with SMART objectives. The judges liked that they were able to get something different over the line and were wooed by the thoroughness of the entry and its strong business case. Exceptional!
