Project Overview
Client: Mallinckrodt Pharmaceuticals
Exhibit Partner: BlueHive
AOR: Fingerpaint
Goal: Transform a static printed IVA for the drug Terlivaz into a dynamic, interactive experience that engages healthcare professionals, equips booth representatives with valuable content, and captures key data.
Solution: A robust interactive program with 24 content-rich pages, pop-ups, sub-pages, video integration, advanced data collection capabilities, and tools to enhance booth representative efficiency.
Results: Enhanced engagement, streamlined follow-ups, and valuable insights for ongoing exhibit strategy.
The Challenge
Mallinckrodt needed to elevate their printed Terlivaz IVA into an interactive format for use in exhibit booths across their event schedule. The project required:
Complex Content Transformation: Adapting 24 printed pages into an engaging digital format, including pop-ups and sub-pages.
Incorporating Video MOA: Integrating the Terlivaz Mechanism of Action (MOA) video with user-friendly controls for pause, scrubbing, and volume adjustment.
Booth Representative Enablement: Providing reps with tools to quickly access key content, avoid perceived disorganization, and maintain meaningful engagement with attendees.
Coordination Across Teams: Collaborating with Fingerpaint, the agency of record, to accommodate ongoing updates and revisions to the IVA.
Data Collection and Reporting: Building functionality to track visitor interactions, gather badge data, and manage follow-up requests, while providing actionable analytics post-show.
Our Solution
We developed a multi-functional interactive IVA tailored to Mallinckrodt’s needs. Key features include:
Dynamic Content Presentation: The original 24-page IVA was reimagined with interactive navigation, pop-ups, and sub-pages to make complex medical content more accessible and engaging.
Integrated Video MOA: The Terlivaz MOA video was seamlessly embedded into the program with controls for pause, scrubbing, and volume adjustment, ensuring a smooth and user-friendly experience.
Hidden Menu for Reps: On-site representatives accessed a hidden menu to scan visitor badges, collect data, and mark follow-up preferences for personalized outreach.
Favorite Panels for Reps: Reps could “favorite” key panels, enabling quick access to frequently referenced content, eliminating unnecessary taps and improving perceived organization during interactions.
Booth Representative Support: The program served as an invaluable resource for reps, equipping them with readily available content to engage attendees and answer any questions about Terlivaz, ensuring meaningful interactions.
Advanced Data Collection: Integrated robust badge scanning to track:
•Duration of engagement at each station.
•Panels viewed most frequently and for how long.
•Total scans and follow-up requests.
Seamless Collaboration: Worked closely with Fingerpaint to ensure all IVA updates were incorporated seamlessly into the digital format.
The Outcome
The interactive IVA became a centerpiece of Mallinckrodt’s exhibit booth strategy, delivering:
Year-Round Impact: Deployed consistently across all events in 2024, with plans to remain a focal point for 2025.
Enhanced Visitor Engagement: Increased interaction with Terlivaz content through an intuitive and immersive experience.
Streamlined Rep Experience: Equipped representatives with tools like panel favoriting and MOA video controls to deliver organized and informed interactions, building trust and maintaining attendee focus.
Actionable Insights: Delivered comprehensive post-show analytics, enabling Mallinckrodt to refine their event strategy:
•Identified high-traffic content areas and usage patterns.
•Provided detailed reports on visitor engagement and follow-up preferences.
Streamlined Follow-ups: Ensured reps had the tools to efficiently manage post-show outreach, strengthening professional relationships.
