As a new entrant to a crowded category, a leading biotechnology company needed to quickly establish itself as a credible and innovative leader in the science of cardiovascular disease.
The solution was The Artery of Education: a completely immersive physical and digital travelling exhibit that includes an artery you can walk through, a 12-foot interactive touch wall, and a multi-player video game called “Plaque Attack.”
Designing a dynamic experience
The Artery of Education was conceived as a seamless experience. Long before construction began, a carefully planned Bridgeable Service Blueprint showed how people would experience the exhibit as a whole — with key messages and interactions reinforcing each other to raise awareness and drive engagement.
The science of cardiovascular disease is complex — and so is communicating a novel mechanism of action in a way that makes its benefits clear. Through the efforts of several of our expert resident biomedical communicators, the biomolecular world came alive in a way that is both true to science and makes intuitive sense.
A different sense of scale was used to awaken stakeholders to new ways of thinking. A 12-foot interactive touch wall let visitors explore the science of cholesterol, a larger-than-life model of a cholesterol molecule illustrated the drug’s mechanism of action, and a 10-foot artery “tunnel” immersed them in the microscopic world of red blood cells, cholesterol, and extruding plaque. Epidemiological data and study findings were visualized in interactive modules.
Making a game of it
“Plaque Attack,” a video game that demonstrates the new product’s novel mechanism of action, was played on a custom touch-table interface at the center of the exhibit. Up to six people could play at once, creating a uniquely addictive social experience. Key messages about the product and how it works were consistently reinforced throughout six unique games.