I attended ASCO last month to get a sense of how various companies are handling the new fair balance guidelines, to check out the Boehringer Ingelheim booth for which D2 Creative provided rich media, and to see how other pharma companies are using interactive media in the trade show setting.

With their hands tied by regulatory minutiae, pharma’s media is traditionally several steps behind other industries from a storytelling perspective.  It is in the area of technology where pharma is much more free to flex its creative muscles.

A huge, international meeting like ASCO is exactly the type of showcase where one would expect to encounter the latest, greatest media wizardry.  Granted, ASCO attendees are an unusually learned audience who are most interested in the science, but they interface with technology just like the rest of us.  And when technology enters the fold, the importance of usability—and the user experience—cannot be ignored.
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