Siemens Healthineers - Best Exhibition Experience

Company: Siemens Healthineers
Company Description: Siemens Healthineers is a leading medical technology company that empowers healthcare providers worldwide to expand precision medicine, transform care delivery, improve patient experiences, and digitalize healthcare. It continually develops its products and services, with AI-supported applications and digital offerings that play a crucial role in the next generation of medical technology.
Nomination Category: Event Categories
Nomination Sub Category: Brand & Experiences - Exhibition Experience

Nomination Title: Siemens Healthineers Brings Innovation to Life at the First Virtual RSNA 2020

The date on which this nominated production was first presented: November 17, 2020

Making the Virtual Tangible

Healthcare requires accuracy and evidence; doctors ground diagnoses and treatment decisions in the evidence they gather, and the healthcare professionals and administrators who select the tools and equipment that put that information into doctors’ hands demand the same precision. Selling multi-million dollar equipment has always been a hands-on business – one where Siemens Healthineers (SH) has thrived.

SH is a leading MedTech company that produces advanced imaging equipment like MRI machines. For years, the Radiological Society of North America (RSNA) annual meeting has been a a can’t-miss opportunity for customers to experience SH’s most advanced machinery and systems. But as COVID-19 brought in-person industry events to a halt, SH knew its customers needed a new way to replicate the live experience.

Creating an Immersive Experience

A virtual RSNA would not be less crowded or the competition for customers’ attention less intense. Every exhibitor offered screens of bold, rich pictures – and most virtual attendees faced the distractions of working from home. To stand out, SH knew that customers needed an unforgettable event.

A thoroughly immersive experience could deliver an important signal: show how SH technology delivers health care information and connection in ways that overcome traditional barriers to care. Of particular focus this year is access to care and digitalization – two pressing challenges facing healthcare providers worldwide. SH knew that their remote connection and engagement breakthroughs could play an important role in addressing them.

Bringing the Vision to Life:

SH created the Shape 21 RSNA Forum, a one-hour video in which SH premiered its breakthrough innovations and its top executives shared forward-thinking ideas on the future of Healthcare. Following was the Shape 21 Experience, which simulated a feeling of “being there” through 3-D experiences and focused clinical pathways for experts in stroke, breast health, lung cancer, and COVID-19 resiliency. Professionals who use SH equipment provided insights about clinical conditions, innovation, access to remote care and other topics that are shaping healthcare, and how SH empowers them to optimize care. SH gave RSNA attendees opportunities to learn more through Innovation Talks, product demonstrations, and interactive sales guides to answer questions as attendees virtually explored new SH equipment.

The future of healthcare is digital, and Shape 21 provided an engaging and enduring connection to SH that allowed attendees to experience how our work is shaping the future of healthcare. It will continue to evolve to help the industry navigate these transformations, increasing focus on value, and ensuring the human touch in technology.

Results

In comparison to the 2019 on-site RSNA, SH Shape 21 generated more than twice the reach at 4x lower cost while creating sustained engagement with potential customers. It positioned SH as a leader in MedTech innovation, with post-event surveys and data providing compelling evidence:

30,000+ Shape 21 Forum views
SH Shape 21 was ranked the “most memorable exhibit”
49% of the buyers who were considering SH equipment indicated the exhibit was “very influential” in their purchase intent – ranking above the prior year’s in-person event
SH achieved an impressive ‘57’ net promoter score
Visitors attended 1,745 Innovation Talks; 89% of prospects opted in for further marketing information