Each year, doctors, researchers, and patient advocates flock to ASCO’s annual Chicago convention at McCormick Place for a close look at the latest innovations in cancer care.
With this influx of industry leaders, leading pharmaceutical advertisers are engaging attendees across the city upon their arrival, stay, and departure with outdoor advertising- near the convention venue, beside the most popular downtown hotels, and alongside major expressways leading to and from the airport.
Guarantee booth traffic and convention engagement
Last year’s ASCO meeting saw over 6,000 exhibitors- that’s 6,000 individual brands, organizations, and healthcare professionals looking to catch the attention of convention goers over one weekend. With outdoor advertising that reaches attendees before they enter the venue, these exhibitors are more likely to be top of mind upon their arrival and stand out among a sea of booths and stages.
Inform and engage treatment providers, patients, the public at large
Beyond brand recognition, OOH has a proven ability to drive valuable online engagement and activations which can be elicited through clear calls to action like QR codes and website addresses within the ads.
This highly visible, in-the-public-eye advertising platform also doubles as a vital public messaging channel where these brands can inform the public about crucial issues like healthcare disparities and key cancer warning signs.
Memorable activations leave a mark on convention goers
Keytruda unveiled an immersive branding experience beside ASCO’s McCormick Place venue with a complete vinyl wrapping of the bus shelter’s back glass panels that can elevate impressions by 23% compared to regular bus shelter activations- essentially offering advertisers a mini billboard at eye level
And across our digital street furniture network including brand new screens across key Chicago neighborhoods like River North, Gold Coast, Lincoln Park and even outside McCormick Place, pharma brands are leveraging full motion creativity that captivates ad viewers at eye level for maximum impact.
In pharmaceuticals, credibility is everything
Large pharmaceutical brands can assert their place as an industry leader with clear messages of credibility- mission statements and years of service remind ad viewers that their expertise is built over time and experience. It’s for this reason why industry players want to leverage highly visible branding at this key event.
