The Initial Challenge
Galderma was looking to develop an innovative medical experience to present its medication portfolio across different cities in Colombia. The main challenge was to break away from the traditional format of scientific events, where content is usually delivered through a lecture, a speaker, and a conventional presentation.
The brand wanted to surprise physicians with a different kind of experience: one that felt more approachable, immersive, and memorable. The goal was not only to communicate technical information, but also to ensure that attendees clearly understood the mechanism of action of the medications, became more familiar with Galderma’s portfolio, and were able to connect each treatment with its form, application, and impact within the human body.
Additionally, the experience had to take place within a limited timeframe of approximately two hours, while maintaining a high level of impact, brand recall, and participation. It also needed to be a flexible format that could be replicated as a tour across different cities, preserving the same visual, narrative, and technological quality in each implementation.
The challenge was clear: to transform a medical presentation into an interactive, immersive, and emotional experience capable of generating learning, conversation, and recall among an audience accustomed to traditional formats.
The Brief
The project began with a strategic need: to design an event for physicians that would present Galderma’s portfolio in a different way, one that was more experiential and more connected to new forms of learning.
The brand needed physicians not only to hear information about the products, but to experience them. The objective was for each attendee to understand the mechanism of action of the medications, explore their benefits, and engage with the portfolio from a visual, technological, and interactive perspective.
It was also important for physicians to be able to see and recognize the products in a more tangible way, since in many cases they do not have a direct or in-depth relationship with the physical presentation of the medications. For this reason, the event needed to connect scientific knowledge with sensory experience, allowing the product to stop being merely a medical reference and become a recognizable element throughout the journey.
The brief also called for the creation of a scalable format that could be taken to different cities without losing consistency. The experience needed to work as a journey through different stages, including moments of welcome, exploration, interaction, learning, and closing, all under a narrative aligned with the brand.
We designed an immersive medical event with a staged journey, created to transform the way attendees connected with Galderma’s portfolio. The experience combined technology, storytelling, physical interaction, and scientific content to create an environment unlike a traditional medical event.
The solution was built around a two-hour experiential journey, in which each moment served a specific purpose: welcoming physicians, sparking their curiosity, allowing them to interact with the brand, deepening their understanding of the medications’ mechanism of action, and reinforcing portfolio recall.
The event was designed so that physicians were not passive spectators, but active participants. Each station was created to generate conversation, support the commercial team’s explanations, and turn scientific information into a clearer, more visual, and more memorable experience.
Welcome and Registration: The Beginning of a Different Experience
The experience began from the moment attendees arrived. They were welcomed into a registration area designed to introduce them to Galderma’s visual universe and set the tone for the event.
This first point of contact was key to creating a clear distinction from traditional medical events. The welcome experience served not only as a logistical checkpoint, but as the starting point of a carefully designed journey intended to build anticipation, curiosity, and connection with the brand.
From registration onward, each physician entered an environment designed to communicate innovation, approachability, and specialization, reinforcing the idea that they were not attending a conventional lecture, but an experience built around knowledge, technology, and brand recall.
Interactive Lobby: A Space to Explore the Portfolio
As attendees arrived and waited for the main activity to begin, the lobby was transformed into an interactive space with different exploration stations. This moment made it possible to turn waiting time into an opportunity for engagement, bringing physicians closer to Galderma’s portfolio in a natural way.
Instead of creating a passive lobby, we designed an active environment where physicians could move around, discover, and engage in conversation. Each station was designed to highlight specific characteristics of the medications, support recall, and open spaces for dialogue between attendees and the commercial team.
This approach allowed interaction with the brand to begin before the main presentation, ensuring that the event delivered value from the very first minute.
One of the main stations was the interactive gallery, designed to allow physicians to engage with the portfolio in a visual and dynamic way.
Through this station, when a product was placed or selected, relevant information about the medication, its characteristics, and its mechanism of action was displayed. This dynamic allowed medical information to be presented in a more engaging, clear, and memorable way.
The gallery was also designed as a support tool for the commercial team. Representatives could accompany physicians throughout the interaction, expand on the explanation of each product, answer questions, and generate a more personalized conversation.
Virtual Reality
To deepen the scientific component of the experience, we incorporated a virtual reality station that allowed physicians to understand the medications’ mechanism of action in an immersive way.
Through virtual reality headsets, attendees were able to enter a visual representation of the human body and understand how the medications work from a different perspective. This experience transformed technical information into a visual journey, making complex concepts easier to understand and remember.
Virtual reality also made it possible to present the medications in 3D, creating a closer connection with the product and helping physicians recognize it not only by name or indication, but also by its form and visual representation.
This resource was key to achieving one of the event’s main objectives: making learning more experiential, more immersive, and more memorable.
AI Photography: Engagement Beyond the Event
As part of the welcome experience and interactive journey, an AI-powered photography experience was integrated. This activation was designed to generate engagement with physicians and create a personalized memory of their participation in the event.
The dynamic allowed attendees to receive an image enhanced or generated with artificial intelligence, aligned with the aesthetics of the event and the brand. This resource not only added a playful and different moment within the experience, but also created an opportunity to amplify the event on social media.
By encouraging physicians to share their photo, the experience went beyond the physical space and extended into the digital environment. In this way, the event generated conversation, visibility, and recall beyond the attendees present.
A Journey Designed to Surprise and Educate
Each stage of the event was designed to balance scientific content, technological interaction, and brand experience. The structure allowed physicians to move through an organized journey, where each touchpoint contributed to their understanding of the portfolio and reinforced Galderma’s positioning as an innovative brand.
The experience was not only intended to create visual impact, but also to facilitate learning. For this reason, each technological resource had a clear purpose: to explain more effectively, create stronger connections, and make the information more memorable.
The result was an event that successfully transformed traditional medical content into an immersive, participatory, and scalable experience.
Experience Results
The event created a new point of connection between Galderma and the attending physicians. Through a different kind of experience, the brand was able to break away from the traditional medical presentation format and generate a higher level of participation, conversation, and recall.
Physicians were able to explore the portfolio from a more visual and interactive perspective, understand the medications’ mechanism of action through virtual reality, and connect with the products in a more tangible and engaging way.
The integration of technology, medical content, and engagement activations turned the event into a memorable experience, designed not only to inform, but also to surprise.
¿Are you ready to transform your brand the way we did with Galderma?
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Working with Sosadiaz marked a turning point for our brand. Their strategic approach and ability to understand our needs allowed us not only to improve our digital presence, but also to connect more effectively with our customers. The results exceeded our expectations.
Max Trujillo – CEO & Co-founder Palletized eHub
