• by August 25, 2008

Astrazeneca's experiential marketing campaign for its schizophrenia/ bipolar drug Seroquel clearly does the B2B industry proud. The campaign, which took place at the company's booth at the 2007 American Psychiatric Association conference, was targeted, relevant, engaging and interactive, and generated impressive response and conversion results (a 93 percent optin rate for e-newsletters, anyone?). A series of videos, displayed on 60-inch plasma screens, put health care providers (hcps) in the shoes of their patients and their families/ caregivers. The raw, realistic videos easily drew hcps into the booth and kept their attention, on average, for 45 minutes, after which they spent about 15 minutes with a sales rep. hcps also pre-qualified themselves upon entry by choosing separate pathways for either schizophrenia or bipolar disorder, making it easier for AstraZeneca to target post-communications.