GLOBAL BIOTECH

Virtual Product Launch

A global biotech was launching a new product during the pandemic and turned to Broadstreet to design and deliver their launch meeting in a virtual format, which they were unfamiliar with. Broadstreet recommended a hybrid format where several of the leaders would participate from the corporate headquarters, which would act as the environment for the launch.

Broadstreet conducted a survey of the headquarters under strict protocols and identified well-spaced locations across the offices where presenters could participate and stay distanced from others who were in the building - while at the same time, be in a location that was visually interesting for viewers. Choosing to use a virtual format and employing the offices where many of the viewers had not been in for months provided a comforting and familiar scene. 

Two weeks before the meeting, the State where the headquarters is located, experienced a rise in Covid cases and increased the level of restrictions. With the new guidelines in place, the decision was made to make the meeting all virtual. Broadstreet pivoted and sent video packages to presenters which included high resolution cameras, ring lights, stands, and everything needed to elevate the production quality of the meeting. The packages were easy to assemble regardless of technical ability of the presenters. Short meetings were set up with every speaker to assist in the assembly and set-up of all the equipment. Unique locations were identified in every person’s home, so it did not look like the same place they conducted their daily meetings.

The meeting was 80% live and went off without a hitch. The feedback from the audience was extremely positive around both the content and the quality of the broadcast. The leaders felt that under the unique conditions, the launch meeting achieved all its objectives and set the team up for success as they rolled out the product to the marketplace.