Levelling up congress engagement with gamification

The challenge

GE HealthCare attend the BMUS (British Medical Ultrasound Society) conference every year to showcase new product developments and connect with chosen audiences. Boasting over 1500 members, with around 75% on average attending events like this, it’s the biggest event in the calendar for the ultrasound segment, and the largest in GE HealthCare’s yearly congress activity.

With a history of relying on standard, relatively corporate booths, the team at GE HealthCare approached TrunkBBI to find new ways to engage with audiences on the stand. They wanted something more exciting for the stand itself, and that would help draw attendees in before the event.

The approach

Our creative team worked to find something that would be exciting enough to attract an audience, and would work on the screens available on the stand. It was decided that new games should be developed that played into the audience’s competitive nature.

Using a combination of strategic insight and a creative ideation process, the team at TrunkBBI developed multiple game ideas, from a simple quiz to a more complex ‘Beat the AI’ concept, allowing sonographers to test their skills against a pre-programmed scan in real-time. The intent was for this to showcase the incredible power of GE HealthCare’s machine AI capability, and prove to our audience how it could help reduce scanning time in a busy role.

The concepts worked on multiple levels – continuing with GE HealthCare’s goal of highlighting new ultrasound machine updates, and as a way to engage more fully with BMUS attendees and collect information for follow-up.

The outcome

The gamification strategy generated an outstanding amount of foot traffic and engagement. Buzz around the booth reached new heights with many HCPs gathering in GE HealthCare’s space throughout the three day event, leading to a record-breaking number of MQLs generated, solidifying the event as one of GE HealthCare’s most successful to date.