BUSINESS GOAL

To raise awareness and educate healthcare professionals (HCPs) attending the 2013 ASCO (American Society of Clinical Oncology*) and ASH (American Society of Hematology**) annual meetings on a pipeline of novel, targeted investigational agents utilizing multiple pathways to treat a wide range of cancers.

OBJECTIVE

To stand out on the event floor using programs that differentiate the client’s exhibits from the competition and attract large numbers of booth visitors. Once present in the booth, the objective was to educate and engage HCPs, enabling the Gilead Oncology MSL team to further interact with target customers. The programs were also meant to communicate Gilead’s strong drug pipeline and commitment to innovation within the oncology space.

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