Building an immersive experience for a pharmacy software conference

Integra designs innovative, long-term care pharmacy software solutions customized for the unique needs of pharmacies across the nation. Known for its exemplary customer service, they host an annual user conference for their clients to explore the latest market and technology trends and help them better understand and improve pharmacy processes.

Integra 'Explore' theme logoIntegra conference color scheme

Theming

Since the 2019 conference was being held in the Seattle area, the conference theme centered on exploration, discovery, and nature to give guests a taste of the Pacific Northwest. The conference site was a new hotel on the shores of Lake Washington with floor to ceiling windows and panoramic views of the lake and Olympic mountains.

As part of the overall theming, we developed a custom logo, color palette, and image library to serve as the foundation for all of the visual components for the event.

Experiential marketing

To enhance the conference experience, thorough consideration was given to how guests would enter and navigate the event halls and conference areas. Key locations for event and wayfinding signs were identified and a daily schedule was posted on monitors to keep everyone informed of upcoming events and classes.

A comprehensive, spiral-bound program guide was created to help guide attendees to the conference classes and special events. It included hotel maps, a schedule overview and class descriptions. There was also provisioning for ad space for trade show attendees to showcase their services and products.

A website was created for conference information and registration. Postcards and emails were sent to past and potential attendees to prompt sign-ups.

Signage included retractable banners, pole wraps, floor graphics, window graphics, monitor and video displays and posters that were updated daily. In addition, each attendee was given an Integra branded backpack for carrying conference materials.

Customer engagement

The event was attended by customers who use Integra products and those looking to see if they might be a good fit for them. The three-day event was a perfect opportunity to cull opinions from attendees between classes. D2 set up a booth with “The Potential of BLUE” branding and interviewed current and potential users for their feedback and expectations. They received a compass keepsake for their time. Research revealed some good action items for forward marketing efforts.

Market research

Integra is in the process of launching a new product. They reached out to D2 for assistance in terms of defining the existing market, conducting a SWOT analysis, and defining the differentiators of their products.

The customer needs also included a new product name, brand values, positioning, and a go-to-market strategy for launching the product. D2 conducted the market research, led focus groups, customer interviews, and surveys to capture feedback from customers and internal stakeholders on brand/naming ideation. D2 also conducted an initial trademark review, and provided an in-depth report to senior management with recommendations on product naming and a marketing strategy for product launch.