The challenge
Educate attendees on detecting the persistence of cancerous cells after treatment
Amgen, one of the world’s leading biotech companies, aimed to educate attendees, mainly hematologists and oncologists, about the importance of detecting Minimal Residual Disease (MRD) in hematologic malignancies. Amgen Oncology needed an engaging way to teach physicians about new, more effective ways to detect the persistence of cancerous cells after treatment that may lead to disease relapse. They sought their largest audiences at the annual meetings of the American Society of Hematology (ASH) and the American Society of Clinical Oncology (ASCO).
the solution
An interactive game that takes players through various detection methods
Tradeshow attendees were attracted to Amgen’s exhibit, using vibrant colors and inviting sounds from the gaming tablets, as well as a 75-inch monitor playing an attract loop and game-scores leaderboard. Four rounds took visitors through the various technologies of detecting MRD, each time looking deeper. The game concluded with a quiz related to the MRD assessment. Finally, players were asked to enter their name and area of expertise – information that was used to display scores on the leaderboard and give Amgen additional insight into those educated through the engaging interactivity.
The result
Hundreds of healthcare professionals connect with Amgen
At each event where it exhibits, Amgen Oncology now generates crowds and more booth interest, connecting with hundreds more attendees over previous years. Hundreds have played the game, and even more, have learned through the gameplay now available on the Amgen Oncology website.
Pharma Marketing 360 magazine featured Inhance’s work for Amgen on this MRD game as game-changing innovation.
