The use of sophisticated interactive tools in medical education plays an important role in helping physicians identify with therapies and their related drugs. Roche, an innovative Swiss pharmaceutical and diagnostics firm, was interested in creating an exciting, interactive media tool to promote the drug MabThera (Rituximab) as a primary therapeutic choice among oncologists.

MabThera is a chimeric monoclonal antibody marketed in Europe for the treatment of non-Hodgkins lymphomas, leukemias and some autoimmune disorders. As an established, well-known therapy, Roche was seeking to maintain and strengthen MabThera's position in the market through multimedia education at congresses worldwide.
The MabThera educational exhibition booth appeared at the following congresses in 2008: EBMT Florence, ICML Lugano, e EHA Copenhagen and ASH San Francisco. This high profile exposure of MabThera research and development positioned the drug as one of the most talked about therapies in medical and scientific circles. The booth attracted the greatest number of relevant professionals, who showed an increased willingness to integrate MabThera into their practices after participating in the multimedia presentation, according to an on-site survey.
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In line with MabThera's main marketing message "Rebuilding Lives", Tamooz created an attention-grabbing, educational exhibition booth plan that enticed physicians to participate and learn more about the drug.
The MabThera booth experience began with a multimedia presentation of life's "Memorable Moments", shown on various suspended screens surrounding the educational activity stations. Practitioners watched scenes such as a grandfather teaching his granddaughter to ride a bike and a mother teaching her son to swim. Following these emotional stories, the physicians turned their attention to the educational activity stations where they viewed an in-depth clinical presentation about MabThera.
Next, the practitioners were invited to participate in a series of interactive patient case studies. An extremely effective e-learning tool, case studies are easy to relate to because they imitate the daily challenges and decision making processes that physicians face in their own practices. Each case study presented a patient and his/her battle with eitherDLBCL, FL and/or CLL. The physicians were asked to review each case and then prescribe a relevant treatment.
The exercise was designed to encourage case analysis and was less about finding clear cut solutions.