Pfizer's 3D Theater - Event Marketer

Pfizer’s 3D Theater

Most stroke and heart attack victims never see it coming. And for survivors no matter how many times they recount the experience they can never fully recapture the moment for a doctor or a family member. To help healthcare providers get a better understanding of the stroke or heart attack experience Pfizer is using a 3D theater at its industry events to bring the life-threatening moments to life.

Pfizer debuted its custom-built 3D theater at the American Heart Association conference and revived it for its booth at the American College of Cardiology conference. The pharma giant’s objective: infuse more experiential elements into its overall marketing plan to deepen relationships with the health care providers who use their products.

“The industry is moving towards more added-value ” says Everton Cranston director-global conferences and conventions at Pfizer. “We’re not here just to push our products we’re trying to show the healthcare providers that we’re a valuable company to work and partner with and we understand their concerns and we have a solution. Experiential marketing brings that real world behind the scenes to life. It’s about giving that healthcare provider an inside view in terms of what they’re trying to accomplish to help the patients become healthier.”

The 3D theater built by Dayton NJ-based Impact Unlimited is 30 feet in diameter with a partial ceiling to control the lighting and sound has dual front screen projectors to create the 3D effect and seats 18 people. The film follows the first person accounts of two people—a stroke and a heart attack victim—and invites the attendee to experience what these victims experienced at every stage. The movie was interspersed with facts about both conditions.

“We were at 90 percent capacity for the entirety of both shows ” Cranston says. “Even at the 4:45 [p.m. show] on closing day there were people standing and waiting. They asked if they couldn’t sit in the seats if they could stand on the sides because they really wanted to see this. That was not the case in previous years.” Cranston hopes the success of the theater will inspire the creation of mobile 3D theaters that will immerse more doctors and help them grasp their patients needs before they end up in the emergency room.

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