eMarketing Case Study: Bayer Pharmaceuticals
Bayer Pharmaceuticals wanted to promote 3 of their new products Precose, Adalat and Cipro, at various trade shows through direct marketing to physicians interested in the products.
Using a "Space Adventure" metaphor, PTi International developed an interactive CD-ROM Kiosk, wherein the user was transported into a 3D space station with clinical viewing galleries. Selecting either Hypertension, Diabetes or Infectious Disease, allowed the program to target the uses area of specialty and presented the user with an opportunity to receive a promotional premium.
The kiosks (sometimes there were as many as 3, depending upon the booth size and anticipated visitor volume) were fully supported by PTi International, enabling both client and tradeshow vendors to focus on preparing for the show. At many shows, the kiosks included and integrated an "Expocard" card reader system which extracted critical marketing data from the user's exhibition "credit card."
