Eco - Friendly brochures in Barcelona

Apex recently designed, produced and installed an interactive information system as part of their exhibition stand for pharmaceutical giant, GlaxoSmithKline, at a major European congress in Barcelona. The Brief was to provide an impactful and inviting booth with strong traffic drivers to draw attention to several new products. Our customer was keen to offer large amounts of product and research information to the specialist oncology delegates and "to support their understanding of our medicines and their application in clinical practice." This meeting was also an excellent opportunity to raise awareness of the GSK pipeline and R&D activity. GSK Oncology aimed to differentiate its interaction from other manufacturers by providing high value medical education content rather than through more traditional style messaging. Our Solution was to provide a series of custom-designed touchscreen information units, allowing visitors to view, download or email marketing materials back to themselves. Brochures, Slide sets, Videos and Clinical Papers were all available to look at, download or email. The 6 'e-pods' also invited users to log clinical questions or requests for further information, to be actioned after the congress had finished. Scanners provided data capture via the delegate badge barcode, so that detailed analysis of the requests could be gained. The Result was that our systems delivered nearly 30,000 pages of GSK materials to delegates attending EHA 2010 in Barcelona electronically, and therefore saved printing and delivery costs, and ultimately trees! But that's not all. We know exactly who used the systems, which items they looked at, which ones they downloaded and which they emailed back to their office. We also received over 100 additional questions, which were all keenly followed up after the congress was over. On average, each user copied 2 or 3 brochures to usb stick and over 60% also emailed materials to themselves. GSK now know which of their product materials were most popular, providing valuable information that can be analysed and used to further support their customers in the future.

For more information on Eco - Friendly brochures in Barcelona talk to Apex.co.uk