Purdue Pharma Takes ‘Education, Not Sales’ Approach
To get doctors in the booth and learning about its new products, Purdue Pharma for its October 2009 AAFP exhibit blended sensory perception, soothing design and a smooth, “education not sales” approach. One key goal was to provide the appropriate scientific data and education that physicians want to see when considering trying a new product. The brand positioned touch screen interfaces with information about new and existing products all over the footprint, with ergonomically designed stations. Five tabletop units facilitated brand ambassador-assisted interactions and four wall-mounted units facilitated self-serve interactions. The abundance of units eliminated waiting and enabled each visitor to experience a customized presentation.
Staffers were empowered to decide the best experience for each visitor based on input and conversation. They could personally stay with the visitor, transition them to another rep or escort them to a self-service kiosk. Purdue’s new exhibit also incorporated comforting smells and soothing sounds as well as an ultra-soft carpet to soothe the feet of tired attendees.
The soft-sell approach worked: 61 percent of visitors indicated they would consider trying the new product with appropriate patients, which exceeded the goal by 256 percent.