by EMD Serono with support from Ashfield Digital & Creative
In 2017, EMD Serono sought to develop and rejuvenate its congress strategy. It tasked Ashfield Healthcare Communications to create an innovative approach to content creation, delegate engagement, and a booth that attracted people to visit and return. It was determined to create an experience for delegates that made a lasting, relevant impression. The work needed to be scoped, planned, approved and delivered within eight weeks. Sign-off date for the project approval was the end of January. The AAN Congress started at the end of April. What happened next was something amazing…
The judges liked that this congress experience enabled those not attending to also experience the event via satellite. Its multi-channel engagement around recruitment is very well structured and the stand experience – walking in the patients’ shoes - was innovative and ground breaking.