Roche’s Mobile Tour Features a Virtual Lab on Wheels
As a follow-up to its successful Roche Diagnostics’ mobile tour program, Roche created a similar experience for its newly acquired Ventana Medical Systems brand as a marketing and educational engagement for potential and current customers. Launched at the brand’s national sales meeting in 2016, the unit travels to full-sized hospitals and small clinics to connect with labs and their team members.
The 40-foot gooseneck trailer delivers a lab-like experience with a premium look and a layout that matches how a technician would work through the equipment in an actual lab.
A bulkhead that wraps around the roof of the trailer accommodates wiring, and to allow for future equipment upgrades, the rear of the trailer is framed out with a stretch fabric that matches the interior wall color for a clean, crisp finish indicative of the Roche and Ventana brands. The nose of the trailer houses five computers and a server, out of the way of consumer interactions. Nine-foot ceilings accommodate the Ventana line-up of equipment and enhance the overall space with an open and airy feel. Seven touch screens and a Canon microscope give Roche staffers the ability to run a virtual lab—on wheels.