Case Study | CV TherapeuticsCV Therapeutics gets to the heartof brand engagement with RanexaOverviewCV Therapeutics (now p...
Case Study | CV TherapeuticsObjectives• Reintroduce Ranexa to the cardiovascular community at the  2009 American College o...
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CV Therapeutics Case Study - GES

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CV Therapeutics (now part of Gilead Sciences) needed a partner to aid them in reintroducing the Ranexa drug to the cardiology com¬munity. CVT’s advertising agency, Giant Creative SF, was tasked with finding an event marketing partner that had experience with large-scale program management, healthcare marketing and brand activation. GES was selected and went on to create a one-of-a-kind exhibit experience that wowed attendees and brought the Ranexa brand to life.

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CV Therapeutics Case Study - GES

  1. 1. Case Study | CV TherapeuticsCV Therapeutics gets to the heartof brand engagement with RanexaOverviewCV Therapeutics (now part of Gilead Sciences) needed a partner toaid them in reintroducing the Ranexa drug to the cardiology com-munity. CVT’s advertising agency, Giant Creative SF, was taskedwith finding an event marketing partner that had experiencewith large-scale program management, healthcare marketing andbrand activation. Global Experience Specialists (GES) was selectedand went on to create a one-of-a-kind exhibit experience thatwowed attendees and brought the Ranexa brand to life.ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)
  2. 2. Case Study | CV TherapeuticsObjectives• Reintroduce Ranexa to the cardiovascular community at the 2009 American College of Cardiology (ACC) meeting in Orlando.• Bring the newly launched “Heart Lake” campaign to life through a unique physical environment.• Create a space that’s welcoming to physicians and stands apart from the traditional healthcare environment while adhering to strict PhRMA guidelines.• Integrate structural components that highlight existing campaign imagery and promote key product messaging.Solutions• A visually dynamic environment showcased “Heart Lake” through large-format images of nature and a unique ceiling feature; wood furnishings and custom floral rounded out the theme.• Cost-saving measures included light weight and easy-to-assemble materials such as fabric panels and GES’ modular ICE panels.• Product messaging mixed in with rotating images of flowing waterfalls and river rocks was showcased on a 16’ plasma bank, giving the space a serene yet commanding feel.Results• The “Heart Lake” exhibit stole the show and won praise from every exhibitor and attendee.• Visitors spent an average of 20 minutes in the exhibit, a dramatic increase from previous years. Testimonial• While at ease in the tranquil exhibit environment, “Despite a condensed timeline, [GES] exceeded CVT sales representatives were able to effectively expectations and presented concepts that showed communicate Ranexa’s benefits to cardiologists. real insight into our brand strategy. You can de-• The buzz created a lasting impression on CVT’s pend on them to deliver true creativity and seam- customers and successfully re-launched Ranexa. less execution — all with a smile.” —Adam Gelling, Senior Vice President, Giant Creativeges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)

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