Transforming posters into
an immersive experience

The challenge

At medical congresses, the volume of information can be overwhelming. Traditional posters, while informative, struggle to stand out in crowded exhibition spaces. Healthcare professionals often miss out on essential data due to information overload or the static nature of the posters. Standard formats do not allow for deeper engagement or personalisation based on the user’s background or interest, leading to a lower retention of presented data.

Our client, a leading global pharma brand, wanted our help to address this key issue to help them to drive more value from their congress activity.

The solution

At TrunkBBI we know that Interactive posters significantly enhance engagement among healthcare professionals at congresses. With standard static posters, engagement is often passive, limited to visual and textual interaction. However, introducing interactivity transforms the poster into an immersive experience.

• Data Collection: Interactive posters allow real-time tracking of engagement metrics, providing insights into which sections of the poster are most viewed, how long users spend on each section, and which additional content—like videos or charts—captures the most attention.
• Engagement Accessibility: HCPs can interact with the content based on their preferences, offering deeper dives into areas of personal interest, leading to better content retention and recall.
• Interactivity Options: Features like scan-to-expand additional data, 3D models, or video demonstrations have been shown to increase time spent on a poster and follow-up inquiries.

TrunkBBI proposed to create an innovative interactive poster solution featuring:

• Interactive technology that allowed users to scan specific sections of the poster to explore more detailed data, view supporting multimedia content, and access related studies.
• Easy Access: No need for app downloads; attendees could engage directly through their existing smart phone browser providing a low barrier to entry.
• Enhanced Multimedia Integration: Posters were designed to include videos, 3D models, audio clips, and interactive charts. These dynamic features made the content more engaging and easier to understand.
• User-Friendly Experience: Users could zoom into sections of interest and even request poster copies to be sent to their email for further review.
• Data Collection: The solution allowed tracking of anonymised usage data, such as which content received the most attention, providing invaluable insights into user behaviour.

The outcome

TrunkBBI’s approach of interactive posters at medical congress led to a noticeable increase in engagement:

• Higher Viewing Rates: our posters with interactive features attracted significantly more views compared to static ones, with attendees spending longer periods interacting with the content.
• Increased Follow-Up: The ability to send copies of posters to personal emails led to a higher follow-up rate, with more HCPs reaching out for additional information or clarification.
• Improved Content Retention: The immersive experience led to better retention and understanding of complex medical data. HCPs found the interactive elements helpful in breaking down intricate studies into digestible parts.
• Valuable Analytics: The marketing tesm received comprehensive data on user behaviour, helping to shape future poster designs based on actual engagement metrics.