evm_september-2023 - 105

SPONSORED CONTENT
THE 2023
Presented by
CASE STUDY
®
CONTACT INFO
AMY SONDRUP
PRESIDENT
ASONDRUP@ACCESSTCA.COM
ACCESSTCA.COM
CAMPAIGN: LAUNCH OF SPEVIGO
CLIENT: BOEHRINGER INGELHEIM
FABRICATOR: ACCESS TCA
ANA/4A's Guidelines for Agency Search advises:
Be prepared to demonstrate that you can " play nice " with other
agencies-not just within your agency family or holding company
but with other agencies as well. In today's world of fragmented
media, clients often have multiple agency partners, so cooperation/
collaboration among different agencies is essential.
Fast forward to the world of omnichannel marketing, and " playing
nice " is more than a suggestion. It is a mandate. For those of us
committed to face-to-face marketing, if we fail to collaborate with
multiple agencies, our work is an outlier and becomes difficult, if not
impossible, to evaluate in an ROI-conscious corporate environment.
At Access TCA, we understand that when an agency-either a brand
agency or an AOR-is chosen, the resulting campaign needs pullthrough
in every channel. And when agencies need a powerful ally in
building an in-person marketing vehicle, they come to us.
This case study concerns our relationship with a full-service agency,
Area 23, that focuses on pushing creativity and invention in healthcare
marketing. The client is Boehringer Ingelheim (BI), a company with a
therapy for an orphan disease, Generalized Pustular Psoriasis (GPP).
An orphan disease attacks only a small patient population, but people
who suffer from GPP experience excruciating pain.
Prior to FDA approval of the product (Spevigo), marketers could not
use the brand name. However, educating clinical dermatologists about
GPP was critical. Area 23 created a comprehensive campaign, " The
Unwearable Collection, " to demonstrate the pain patients experienced.
Access partnered with Area 23 to create a disease state exhibit,
an environment that mirrored a high-end fashion display with
mannequins wearing " garments " reflecting the pain patients
described. Because this was a radical departure from the typical
disease state exhibit, attendees at the 2022 American Academy of
Dermatology (AAD) were captivated.
In the year between AAD 2022 and AAD 2023, Boehringer Ingelheim
received FDA approval for Spevigo. This time, Area 23 built a campaign
aimed at taming the fierce dragon that is GPP. Once more, the
partnership with Access brought crowds to the exhibit. Connecting
the awareness of that pain to the treatment of the disease required
a powerful image, a powerful metaphor, and a powerful statement:
Disrupt the Fury. And that image was a ferocious, fire-breathing
dragon who progressed from breathing flames to exhaling flowers.
Our work with Area 23 and BI is built on:
* Strategy: paving the path to the big idea, drawing on our
experience and insights.
* Management: focusing on details that deliver the most
measurable value.
* Design: designing environments that attract, inspire, and create
access to the audience.
* Delivery: bringing our clients' and their agencies' ideas to life.
The results for the most recent congress, AAD 2023? Of an audience
of approximately 2,000 attendees, 468.84k minutes of brand
impressions, averaging 3.5 minutes. More importantly, there were
880 interested visitors, with 277 clinical dermatologists engaged in
conversations lasting an average of 17.1 minutes.
Are you an agency looking for an exhibit partner/builder who plays
nice? Contact us.
eventmarketer.com
FALL 2023 EVENT MARKETER 105
https://www.ACCESSTCA.COM http://www.eventmarketer.com
evm_september-2023

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