Takeda Neuroscience Medical Affairs Virtual Booth
Takeda Neuroscience, Spectrum Science, and ImpactXM
With two high-priority neuroscience compounds progressing rapidly in the clinic and a goal to establish a highly visible presence within the scientific community, the Takeda Medical Affairs team tasked integrated marketing, communications, and media agency Spectrum Science with developing content strategy and scientific assets for a virtual medical booth. Compared to a commercial booth focused on brand strategy, the goal with this medical booth was to lead with the science, focusing on educational materials to engage the healthcare provider audience in disease state education. So, Takeda Neuroscience and Spectrum set out to innovate how to engage with the medical community while future-proofing content for the possibility of a return to live Congresses.
The Takeda Neuroscience Medical Affairs Virtual Booth tells the company’s investigational neuroscience story in two distinct disease focus areas, sleep-wake disorders and rare epilepsies, with science-first, highly visual content appropriate for HCP audiences. The booth uses distinct strategies for each area but ties them together with a cohesive look and feel. Where local regulations allowed, the booth included information about Takeda’s Neuroscience pipeline and actively recruiting clinical trials. Content also strengthened corporate leadership in the broader neuroscience field.
For sleep-wake disorders, the focused room leveraged five panels of content to tell a story from left to right. This began with information on the sleep-wake system within the brain, moved into mechanism of disease of specific sleep-wake disorders and information on the prevalence and symptoms of said sleep-wake disorders, and finally closed with information on Takeda clinical trials. Rare epilepsy content mirrored the same core themes highlighting the disease landscape with a focus on specific disorders, the underlying biology of epileptic seizures, and information on Takeda clinical trials.
By adapting an expected congress experience such as an exhibit hall booth for a virtual environment, Spectrum Science’s goal was to bring back some of the normalcy expected and desired by the medical community, mimicking the autonomy of browsing exhibit content between sessions while offering an improved sense of flexibility unseen in most live environments.
Launched at the American Academy of Neurology (AAN) meeting in April 2021, the first-of-its-kind virtual booth featured custom graphics, interactive content, and 10+ clinical trial and disease-state fact sheets across three individual content rooms. Since AAN, the booth has been adapted for use at four more meetings, including one physical build, for a total of five appearances in one year. Over the course of these meetings, the booth saw an average of 4:52 minutes spent on the site per user and over 1,000 total clicks on content per meeting, indicating deep engagement.
While Congresses are beginning to explore a return to in-person events, it is likely virtual is here to stay in some capacity due to the significant increases in accessibility for attendees. The Takeda Neuroscience Medical Affairs Virtual Booth is strategically designed to communicate a consistent and engaging scientific educational narrative across virtual, hybrid, and in-person congresses.
