To ensure the successful launch of the Atellica Solution diagnostic testing platform, comprehensive training was essential for laboratory diagnostics sales teams worldwide. To achieve this, we organized two large, back-to-back events—one in the U.S. and one in Europe—spanning four days each. The training focused on both messaging and hands-on experience to help the sales teams fully understand the platform’s functionality. The goal was to equip them with the knowledge they needed to effectively communicate the product’s benefits and features to customers.
We created a cohesive and immersive creative concept called "Drive" that wrapped the entire event experience. This concept was reinforced through custom graphics, targeted messaging, and even music, creating a dynamic atmosphere that energized attendees and tied back to the platform’s performance-driven capabilities. The events included training classes, large group sessions, and breakout discussions, as well as a customer event app that allowed attendees to track their progress and access materials on provided iPads. Both events were a great success, with positive feedback from participants, ensuring they were well-prepared for the platform's launch.
