Turning a Booth into a Forum

ADVERTISING, DISTRIBUTION, & SALES

As a leader in manufacturing and distributing products to treat cardiovascular disease, Thoratec Corp. (Pleasanton, CA) approached launching its new booth as an opportunity to emphasize its ongoing commitment to improving patient quality of life in patients suffering from the debilitating effects of advanced heart failure. Equally important was Thoratec's commitment to educating cardiologists about the benefits associated with hemodynamic restoration therapy (HdRT) with a Thoratec ventricular-assist device (VAD). These were the main objectives outlined by Thoratec when it partnered with Derse Exhibits (Dallas) to build a new exhibit for its debut at the 2005 American Heart Association show.

Thoratec's strategy was to use patient testimonials to communicate the message of improved quality of life and engage attendees in an interactive multimedia experience while learning about Thoratec products. Building on Thoratec's strategy and objectives, Derse created a dynamic booth environment, which included the use of an interactive timeline by booth visitors to support education regarding HdRT therapy. In addition to the interactive, multimedia display, five VAD patients were in the booth to discuss with physicians their experience before and after VAD treatment.

The balance of innovative medical technology and medical marketing savvy produced results that far exceeded Thoratec's expectations, says Gina Crabb, Thoratec's senior marketing communications manager. The campaign won a silver award in the best exhibit category in the Medical Marketing Association's 2006 In-Awe competition.

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