Driving Attention and Driving Results – Pharmaceutical Drug Launches, With a Touch of Poken
By Rudy Marrero – Head of Sales, Europe, @ Poken.
Clients are always asking me “How can we attract people to our booth and get our new products noticed?” In the Pharmaceutical space, Poken has become an ideal tool to answer this very need. Pharmaceutical companies are unique because they have legal constraints on what they can do regarding product advertising and gifts. They also have the need to get scientific and educational information across to a less technologically-inclined crowd. With both those challenges, the Poken platform has flexible solutions. An ideal promotional gift, the poken device cost is below $20, and it provides a useful web-based extension: Through a custom web portal, visitors can browse confidential information they’ve collected in your booth, with a simple touch.
Poken was a hit with pharmaceutical buyers at the 20th FIGO World Congress of Gynecology and Obstetrics in Rome, where our client drew a crowd as they never had before, boosting their
brand visibility and collecting valuable metrics.
The client’s challenge was this: With over 7000 participants and hundreds of exhibitors, how could he attract people to his booth? How could he get the word out about his new medical product, and gather statistics on what key visitors thought about it? Many companies face the same challenge of getting noticed and measuring success, and trade shows.
Poken is increasingly used at congresses and exhibitions, as the key to unlocking useful information – both for visitors, and for the exhibitor. Clients integrate a download wall into their booth, and place additional Touchpoints around the venue. Participants can register at their booth, exchanging a business-card for a poken, which they then use to collect digital material, answer digital surveys, and collect people and things around the conference.
The benefits to visitors are immediate: instead of picking up paper brochures (which inevitably are thrown away before they fly home), visitors pick up digital session presentations, products information, company documents, and many other pieces of information. The sponsoring client collects metrics, obtaining an in-depth understanding of what the participants are interested in. Touch surveys, deployed on a wall of the booth, are the cherry on the cake: The touch-and-glow is viral, attracting many more answers that standard surveys. Congress and exhibition visitors absolutely love being treated to “these wonderful techy sticks that glow when touched to one another, or touched to a digital tag”. Our clients always draw a crowd.
At a typical mid-sized medical exhibition clients typically hand out over 2000 pokens, collecting that many qualified leads. At Figo, 13,567 digital documents were collected by visitors to our client’s booth, forming the base for a rich report with powerful metrics. Ask yourself this: How much does your company spend on running a survey, outside of the event context? Probably a whole lot more than it takes to collect rich data using Poken.
“Seeing excited doctors and surgeons was a memorable moment.” said Haider Alleg, our client. “The main objective was to get the word out about our new product, and at the same time get back valuable metrics showing what doctors are interested in, and capture their thoughts on the company and the industry.” The result for this client was amplified when one of the main conference speakers mentioned the innovative use of technology at this booth.
One priority for our clients is often to eliminate the cost of printing and transporting their brochures. They discover that in doing so, they also reduce the amount of work, and the stress, which they used to experience when preparing for their show. This illustrates just one of the many benefits poken can unlock for your next event.
If you want to check out Poken in full swing, one major upcoming medical conference featuring Poken this April will be the 21st Annual European Congress of Psychiatry, in Nice, France. Later that same month, in Amsterdam, the 24th Annual International Liver Congress will also see 13,500 participants equipped with pokens to connect, collect, and share digital information.