Fujifilm Medical Systems

Maximizing attendee engagement at RSNA.

Client

Fujifilm at RSNA

Solution

Industry

Project Brief

Fujifilm wanted to present their solutions, position themselves as an industry-leading innovator, and demonstrate their commitment to improving healthcare outcomes.

Challenge

For RSNA, Fujifilm wanted to provide a consultative environment where existing and potential clients could actively participate through dynamic product demonstrations. They also wanted to present their solutions, position themselves as an industry-leading innovator and demonstrate their commitment to improving healthcare outcomes.

Solution

At its core, Fujifilm is one company with many solutions.

Derse designed an exhibit that visualized this concept by organizing all product areas around a central hub. The hub itself symbolized the Fujifilm Open Innovation Hub technology center in Japan and the company’s six core technologies (healthcare, digital imaging, optical devices, document solutions, graphic systems, and highly functional materials).

Fujifilm exhibit with green and blue lighting TV monitors and chairs

To further engage individuals, Derse also designed an augmented reality experience for Fujifilm.

The augmented reality experience using a 3D brochure that emphasized the features and benefits of a new x-ray imaging plate:

  • Participants picked up the product and pointed it at a tablet containing a camera/proprietary software
  • Video animation brought the features and benefits to life
  • Dynamic conversation ensued between attendees and sales representatives

"This was the first time in my trade show management career that doctors – and even our competitors – came up to me to compliment the booth design. They said it was a beacon that lit up the exhibit halls and drew you in off of the aisle.”

– Manager, Corporate Events, Fujifilm

Woman taking a picture with her phone of a man looking at the TV screen in the Fujifilm exhibit

Results

Derse helped Fujifilm stand out amongst the more than 600 industry-leading exhibitors.

  • Average dwell time was 20 minutes, a 45% increase from the previous year.
  • Exceeded visitor goals for augmented reality experience by 50%.
  • More than 50% of booth visitors returned to the booth on multiple days.

Fujifilm Gallery

More images of Fujifilm at RSNA.