Orencia, part of Bristol-Meyers Squibb, challenged our team to come up with innovative ideas to further arm their salespeople for front line interactions with busy physicians. It was obvious these doctors had very little time for sales pitches and needed cutting edge ideas that would grab their attention quickly. Doctors are quickly becoming one of the bigger demographics to adopt these emerging media devices and use them daily in their practices.
One of the many experiential ideas we proposed was a BMS branded tablet aggregator app (Medicine in Motion) that brought their world of medicine, research and daily social interaction into one convenient space. This would not only centralize their knowledge base but easily allow physicians to share and interact with their peers on a daily, timely and personal basis. It was a huge time saver for them and allowed Orencia to marry their treatment stories within articles where physicians were already searching and sharing in a trusted space.
These emerging media ideas combined with other online and offline creative tactics were instrumental in winning this substantial piece of business for the agency and further expanding our relationship with this client.