Siemens Exhibits Innovation Leadership at RSNA 2013
To promote itself as the innovation leader in the radiology community and convey its equal competency and portfolio leadership in high-end imaging as much as in cost-conscious imaging equipment, Siemens created impactful branded architecture that dominated the RSNA show floor.
A monolithic, 290-foot curved Siemens arch with LED messaging along its length served as an impressive backdrop as attendees walked through the main aisle of the exhibit. Transparent navigation towers along the front edge of the space led from one modality to the next. The towers also defined product areas and offered relevant A/V content. A new product “launch pad” along the main aisle spotlighted innovations in bright cool pools of light along a clean, impactful gloss-white platform.
High-tech demos immersed attendees into Siemens innovation: sliding monitors presented content that moved along with the motion of the screen; life-like human half-models dramatically showcased scanning technology; a larger-than-life model of a human head demonstrated the effects of a stroke on the brain. A large-scale liver model looked and felt like the actual organ, along with iPads on stands that demonstrated state-of-the-art software technology associated with MRI organ scans. An invitation-only “MR” reading room of the future demonstrated technology currently in development.
Exhibit traffic rose 16.8 percent over the previous year; qualified lead acquisition increased 11.9 percent. Exit surveys showed a 26 percent increase in knowledge of Siemens as the leader in technology advancement within the industry.