Gamifying diagnostic equipment.
Sector
Healthcare
Brand
RaDaR®
Deliverable
AR Conference Activation
Scope
- Augmented Reality
- Video
- Booth Branding
- Tradeshow Execution
- Social Media
About the project
NeoGenomics (Neo), a leading oncology diagnostics company, provides innovative diagnostic and data solutions including RaDaR, a personalized, multi-tumour minimal residual disease assay.
Raising awareness of the launch of RaDaR was a key priority of Neo’s presence at ASCO – one of the US’s largest oncology-focused conferences. However, making a bang at a conference can be difficult – attendees are busy, attention spans are short and connection after the activation is difficult to obtain.
To stand out at a conference so focused on innovation, Neo needed customers to experience their innovation first-hand.
The idea: Find It With RaDaR, an interactive, educational AR game that simulates the RaDaR test by challenging participants to find ctDNA throughout the booth. The game mimicked the test in a real-world environment, providing attendees with a memorable, hands-on educational experience.
Find It With RaDaR was a success, with record breaking new lead generation for the NeoGenomics Clinical Division. The game ultimately exceeded expectations and all KPIs – driving launch awareness and excitement for the overall RaDaR brand.
