Medco’s High-Impact Program Impresses Attendees - Event Marketer

Medco’s High-Impact Program Impresses Attendees

DB_Medco_2012 Book
Brand: MEDCO
Agency: BARKLEY KALPAK ASSOCIATES
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2012

The Medco Drug Trend Symposium was just what the doctor ordered—a prescription for conference organizers on how to re-energize a program and offer a fresh look at issues affecting the healthcare industry. From the opening meeting, which catapulted everything into high gear, to the revamped engagement zone and a brand new action plan, the event gave attendees no choice but to get with the program.

A high-impact video and live performances during the opening meeting brought to life the conference graphic of four stakeholders moving on light-speed neon paths toward Healthcare 2020 on the horizon. To heart-thumping music, four performers weaved through the audience toward a 15-foot-by-45-foot main screen, each followed by a band of colored light. Cutting-edge video showcased 2020 statistics and trends, setting the stage for the symposium.

Medco’s previous trade show–style engagement zone was revamped into an active experience around three 2020-themed brand principles: Managing, Advancing and Delivering Smarter Medicine. A six-minute “tunnel” experience projected oncology facts, trends and breakthroughs that guests followed on iPod shuffles. A print and online action plan accompanied attendees through each experience, making it easier to address their findings and implement action against their specific company needs.

The event generated positive feedback, averaging a 4.8 out of 5, or “extremely satisfied,” for keynote sessions, speakers, content and experiences.

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