Challenge

Independent Pharmacy Cooperative (IPC) is a group purchasing organization for independent pharmacies and secondary pharmaceutical wholesalers. For McKesson IdeaShare 2024, the premier community pharmacy event, IPC needed a partner to create an experience and craft a strategy with a cohesive theme and design. IPC aimed to create an engaging and memorable experience that showcased its commitment to the future of pharmacy, attracting new members while inspiring existing ones with its innovative offerings.

Approach

From the outset, StudioH®, Hamilton's creative experiential studio, played a pivotal role in redefining and establishing IPC's goals for the experience. The overarching theme, "Future Ready," was developed to provoke thought and engagement among attendees by asking them, "Are you future ready?" This theme guided every aspect of the exhibit's design and messaging, focusing on what the future of pharmacy looks like.

The exhibit's structures and hanging signs were designed to angle upwards, symbolizing IPC's forward momentum into the future. To ensure a seamless attendee experience, StudioH mapped out the attendee journey through the space, identifying key touchpoints for interactions with IPC's offerings. The front of the exhibit featured kiosks to draw in attendees, while a theater provided a venue for presentations about IPC's tools. The back wall housed a timeline showcasing IPC's growth alongside the history of pharmacy, which became a focal point for existing members. Tables throughout the exhibit facilitated impromptu meetings between IPC sales representatives and members or potential new members. Beyond the exhibit, Hamilton supported IPC with photography and signage for their Member Reception and Annual Meeting, communicating a consistent and engaging experience throughout the event.

Results

IPC's success at McKesson IdeaShare 2024 was a testament to the effective collaboration and partnership between Hamilton and IPC. The "Future Ready" theme captivated attendees, positioning IPC's exhibit as a standout attraction. Overall, the exhibit demonstrated IPC's forward-thinking approach, drawing in potential new members and enhancing the experience for existing ones. The success of IPC's exhibit reinforced the value of a well-executed strategy, showing that innovative ideas come to life with the right partnership.