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The Client: Medical Trade
Show Design for Oncura™
The Setting: High-profile Medical Trade Show
The Challenge: Meeting Trade Show Deadlines and
Budget Constraints
The Solution: Radical Trade Show Design by DDA
The
Client: Medical Trade Show Design for Oncura™
Over the years, Dynamic Digital Advertising has designed and produced
numerous print, video, CD-ROM, animation, and Internet projects
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| well as custom Customer Relationship Management (CRM)
software for medical device manufacturer, Oncura. Oncura specializes
in cutting-edge treatments – brachytherapy and cryotherapy
– for prostate cancer and renal cancer. Their work has revolutionized
the use of minimally invasive cryotherapy to treat prostate cancer:
in 2006, they wanted to introduce their high-tech fourth generation
cryoablation system known as Presice™. This system is capable
of using one ultrathin cryoneedle to target cancerous areas while
comprehensively monitoring the progress of the minimally invasive
surgery. |
The
Setting: High-profile Medical Trade Show
Oncura™ wanted to present Presice™ at the American Urological
Association (AUA)’s trade show which took place May 20 –25,
2006 at the Georgia World Congress Center in Atlanta. Their audience
comprised urologists and other medical professionals who practice, research,
or teach. With three separate but adjacent trade show spaces, Oncura
knew they would be in direct competition with another company for the
attention of a highly-critical audience who wanted to see the next step
in the evolution of cryoablation technology. Oncura had previously talked
with other trade show display designers, but found their trade show
design concepts as well as their projected timelines and budgets unacceptable.
Oncura turned to Dynamic Digital Advertising for something better.
The
Challenge: Meeting Trade Show Deadlines
and Budget Constraints
Oncura, however, came to Dynamic Digital Advertising on April 3, 2006,
giving DDA a limited budget and less than seven weeks to develop a concept
and turn it into reality. DDA presented Oncura with a trade show display
design concept which would eventually grow to become the most dynamic
and radical design at the AUA trade show. Relying on the skills of in-house
graphic designers, marketers, medical copywriters, and videographers
who composed the trade show planning team, DDA was able to present a
trade show design concept that could be developed, built, and installed
by the necessary deadline and for less than half of what other trade
show design companies were quoting.
The
Solution: Radical Trade Show Design by DDA
Oncura’s trade show display was to occupy three separate but adjacent
exhibit spaces, which totaled 3,800 square feet. In addition to debuting
Presice™, Oncura wanted to present the currently-used SeedNet
Gold™ third generation cryoablation system as well as a radiation
treatment known as brachytherapy. The challenge to the DDA graphic designers
was to create a cohesive design that linked all three spaces and that
placed an emphasis on Presice™ without detracting from the other
two treatments. DDA’s radical trade show design resolved this
potential problem by featuring twenty-five cryoneedles measuring 21-ft
tall and topped off with 5-ft iceballs, a series of lightweight, serpentine,
modular, laminated tradeshow banners, and carpets with serpentine patterns
that matched the banner and Oncura’s blue and white corporate
colors.
The 20ft x 30ft display trade show exhibit featured
two concentric circular banners which detailed the many benefits of
the Presice™ cryoablation system. The machine itself was presented
on a rotating platform that allowed passers-by to see the new systems
and that invited them to enter Oncura’s display area for a closer
look.
The 20ft x 60ft display featured 17 LCD screens
that continuously aired a video that was shot, animated, edited, and
produced by Dynamic Digital Advertising. The serpentine banner that
ran overhead featured milestones in cryotherapy and mirrored the pattern
of the blue and white carpet that was placed beneath it. White leather
sofas were placed around the screens as well as in two demonstration
areas. The first area presented Oncura’s brachytherapy system,
while the second offered continuous demonstrations of the current SeedNet
Gold™ cryotherapy system.
The 40ft x 50ft booth provided two demonstration
areas where Oncura’s experts continuously ran demonstrations with
the two Presice™ systems located in opposite carpet-delineated
circles. The banner that ran overhead combined facts on the history
of cryotherapy along with product introduction information. In the middle,
a coffee bar allowed trade show attendees to comfortably observe a demonstration.
For the comfort of the AUA audience, more white leather sofas were arranged
around the demonstration areas.
Among all three display areas were reception desks
featuring Oncura’s corporate logo. On each desk were machines
in which users would scan a trade show ID card. Any one of the seven
machines could capture the user’s name and contact information
which provided Oncura with organized, valuable feedback about who was
visiting their trade show display.
The result of the entire trade show display’s
continuous design was an inviting, open-air atmosphere. Traditional
trade show booth designs tend to have tight, closed-in, walled spaces
that can accommodate only a small number of people comfortably. Dynamic
Digital Advertising’s radical trade show display lifted all elements
off the ground and allowed attendees to focus on the new product introduction
and to move freely in and out of Oncura’s displays, which meant
more people were able to observe the function and benefits of the Presice™
system. As an added benefit, Dynamic Digital Advertising also designed
a modular format for the banners. Both light-weight and laminated, these
sturdy banners can be taken apart and reassembled in many different
shapes and configurations to accommodate booths of different sizes and
dimensions at future trade shows for years to come.
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Copyright © 2006 by
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CUSTOM WEB DESIGN AND DEVELOPMENT
As radical as Dynamic Digital Advertising’s complete trade
show design, development, and management process is even more so
is DDA’s approach to professional website design and development.
A leading custom website design and development company, Dynamic
Digital Advertising has pioneered a revolutionary website design
and development process of fourteen individual steps. Each one of
these steps has been engineered to accomplish a specific goal; any
website design process which does achieve all of these goals will
ultimately fail. But with DDA’s search engine optimization
methodologies, visitor conversion mechanisms, and more, your website
is sure to succeed. |
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GRAPHIC DESIGN SERVICES
One of the reasons why Dynamic Digital Advertising can create top-of-the-line
trade show displays is our graphic design services. We are a leading
graphic design firm, granting clients, based anywhere in the country,
access to one of the most comprehensive graphic design service lines
available. Whether you need digital video animation and virtual
reality or large format graphic design for billboards and truck
sides, DDA can provide the right imagery for marketing, promoting,
branding, and selling your company’s products, services, and
image. |
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