Overview
For the 2023 ASH Congress, I was tasked with architecting an high-impact engagement strategy to highlight the BMS Oncology portfolio, with a specific focus on Mechanism of Action (MoA). To move beyond traditional static displays, I proposed a suite of innovation-led tactics—including VR, Holography, and Custom Hardware—to ensure the BMS presence remained the most "sticky" experience on the congress floor.The Challenge: Overcoming Production & Vendor Constraints
The project required a custom non-polarized screen solution to create a "hidden" content layer, visible only through specialized optics. While the booth vendor suggested an international supply chain for the hardware, I recognized that the associated time and production constraints made that path unfeasible for the congress timeline.Technical Innovation and Rapid Prototyping
To bypass these logistics, I took direct ownership of the hardware engineering process. I developed a fully functional mock-up of the kiosk, identifying the precise methodology required to modify a standard computer monitor.- Surface Engineering: I researched and perfected the laborious process of removing the top "polarizing" layer from the touchscreen monitor, transforming it into a solid white, non-polarized display.
- Optic Synchronization: I identified a specialized vendor capable of manufacturing custom polarized glasses. This required me to calculate the exact angle of polarization needed to ensure the glasses and the modified monitor functioned in perfect sync.
- Knowledge Transfer: I provided the booth vendor with a detailed technical blueprint and step-by-step instructions for the filter removal process, ensuring the "bespoke" hardware met production standards.
Software Architecture and UX
Beyond the hardware, I oversaw the development of a custom HTML application tailored for this unique "hidden" interface.- Mechanism of Action Visualization: The application allowed attendees to engage with complex MoA data through an interactive, discovery-based UX.
- Frictionless Deployment: I ensured the software was delivered and optimized for the custom hardware on schedule, facilitating a seamless launch at the BMS booth.
Strategic Results and Engagement
The deployment was a major success at the 2023 ASH Congress. The curiosity gap created by the "blank" screens served as a powerful draw, compelling attendees to stop and interact with the brand.- Dwell Time Optimization: The solution fostered a lively, high-energy presence that successfully differentiated BMS from its competitors.
- Client Satisfaction: By solving a complex hardware problem with an agile, in-house technical strategy, I delivered a high-fidelity solution that exceeded client expectations and drove measurable engagement with the oncology portfolio.
