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Pharma Sales Launch
The launch of a revolutionary new childhood vaccine warrants an equally revolutionary experience.
The first hexavalent (six-in-one) shot for early childhood vaccinations makes the process of protecting infants from disease easier, more affordable, and more accessible. We needed a vision for how to introduce the vaccine to the team supporting it. A key insight emerged and became the core of our concept: A next generation vaccine for the next generation.
PROJECT BACKGROUND
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A Future-Focused Theme and Visual Identity
Evolving brand positioning into creative strategy
With only a logo, brand positioning and market research deck, and an ad concept as guides, I was tasked with leading a small team of creatives to conceptualize a theme, visual identity, and experience that captured the hope and possibility of a ground-breaking evolution in early childhood vaccination.
DEVELOPING CREATIVE STRATEGY
Extracting insights from the brand positioning and market research, a concept emerged—this next gen vaccine will be administered to a new generation of people.
I began to weave a narrative for the event drawing inspiration from evolution and future dreaming—how cultures, peoples, languages and concepts change over time.
Redefining “Generation”
In the future, perhaps the very notion of a generation will shift away from meaning people organized by the dates they were born, to instead how they see the world—people with similar cultures, ideals and values.
Maybe we could create a new generation centered on the brand values and they—more than age—could form the foundation this new generation: Generation Hexavalent, or simply, GenHex.
This new generation would require a look that felt human, yet with an eye toward the future. An identity with movement that captured a sense of potential, hope. A look that inspired creativity and dreams of the possibility that tomorrow could bring, and more tactically, tied to the visual identity of the vaccine's brand.
CREATING THE THEME
Creating a Theme-Driven Experience
Setting the Tone with the Opening Moment
The event kicks off with a sensory experience that introduces the theme and energizes the audience.
(Click through the slides to get a snapshot of how the opening would unfold)
CREATING EXPERIENCES WITH DEPTH
Innovation Sprint Breakout
The concept of a new generation, and new, better ways of doing things created an opening to rethink the traditional pharma sales launch.
We had the idea to run an innovation sprint as a breakout session, and make it a competition ala Sharktank. We could poll the attendees before the event to identify the top issues they struggle with in their work, and then have them vote on the most pressing issues. The top issues would be the challenges for the sprint.
The teams would be assigned randomly through the event app, creating a meaningful networking opportunity, and would have several short sessions to brainstorm and refine their ideas. The final output would be an idea presented in only six slides. The teams would vote on the best ideas, and the most popular ideas would then present on the last day. Executives would select their favorite idea as the winner.
MAKING BREAK-OUTS MORE ENGAGING
Intergenerational Brand Ambassadors
Driven by the theme, we curate a team of thought leaders who embody the brand virtues and who each represent a different stage of life. In podcast content before the event and video shared during the event, we introduce attendees to this inspiring team. At the close of the event, our favorites of the group make a surprise appearance.
A DIFFERENT APPROACH TO THOUGHT LEADERSHIP
Community Pediatrics Panel
A panel of pediatricians representing different neighborhoods in the destination city discuss their unique experiences administering early childhood vaccinations, and share their wisdom and their struggles to provide insight into the diverse needs of the pediatric profession.
NON-TRADITIONAL PANEL
Extending the Experience Through Pre and Post
Building the themes and teasing content pre-event
A thought leadership podcast begins to introduce the event theme and brand virtues to the rep through engaging conversations with leaders from inside and outside of the org.
An optional challenge with the opportunity to generate and share content through the event app teases the concept of small changes with big impacts, and provides a way for reps to get to know each other better.
Continuing the momentum post-event
The virtues podcast is continued after the event with curated, user-generated content, as reps are invited to interview their own friends and loved ones about the virtues. There could also be a Story Corps-esque style booth at the event where reps could record their own thoughts on the virtues, the best of which could be shared on the podcast.
The winning ideas from the innovation sprints are curated into digests and delivered via the event app or blog for attendees to dive deeper into the challenge and solution, as well as comment and add to the conversation.