Medtronic, a global leader in medical devices, planned to increase international exposure of its neurostimulation systems at the 12th World Congress on Pain in Glasgow, UK.
Neurostimulators offer a new approach to patient care. These devices send mild electrical impulses to the epidural space near the spine replacing pain with a tingling sensation. As medication is the most practiced method for pain management, the biggest challenge was to convince physicians, of all disciplines, to change treatment patterns and increase their recommendation of neurostimulation as a valid and reliable option for therapy.

Our team evaluated Medtronic's needs from a scientific perspective and then, with our marketing expertise built an exciting and captivating exhibition plan for demonstrating the neurostimulators.
Whether standing near the Medtronic booth or across the venue, Felix, our 3.5-meter high, rotating pain model was in full view. This transparent figure with internal flashing lights drove immediate traffic to the booth and created a buzz among the congress attendees.
As participants approached the Medtronic booth, their attention was quickly drawn to the centrally positioned e-panels that offered detailed clinical and medical information about neurostimulation. Visitors were invited to browse the interactive media presentation that began with an introduction on pain and then continued to focus on spinal cord stimulation.

Engaging physicians with interactive patient cases
Participants were simultaneously presented with five different pain scenarios and were challenged to prescribe the right neurostimulation treatment for each one. Connected to a

tailor-made software program, the Felix pain model, whose spine and limbs were illuminated in red, would respond to the physicians' answers by changing the relevant body part to blue when they prescribed the right treatment. Not only were the physicians able to enter their diagnoses into the computer, they were also able to see how the others responded to the challenge. This triggered much discussion and interaction between the participants, and as a result, theMedtronic booth had the most impact on the physicians at the show.

The Medtronic booth attracted the most relevant practitioners at the World Congress of Pain at Glasgow. Over 1,000 medical professionals participated in the interactive diagnoses sessions and were exposed to the Medtronic neurostimulation systems. An on-site survey proved that practitioners understood the benefits of neurostimulation and showed willingness to adopt Medtronic systems into their practices.