RSNA is always the biggest show for GE Healthcare each year. The Company strives to bring the latest imaging technologies to the medical professionals attending the meeting and to demonstrate its extensive portfolio on the floor of the show.
While it has always had a strong, and award-winning, web presence to support the RSNA show, the Company is raising the bar yet again this year by featuring the innovations on display at the show online and adding unique ways to interact with the staff on the floor. How do they make that happen?
Jim Salinsky, Global Webmaster at GE Healthcare, leads the GE@RSNA Live virtual exhibit, and explains the details behind this project. “The virtual booth aims at digitally recreating the experience you would have if you were physically at the RSNA show,” explains Jim. “We will be broadcasting 35 hours of live product demonstrations and country leaders’ presentations too, so our customers who are unable to attend in person can learn about the latest imaging technologies displayed at the booth.”
A full schedule has been prepared with demonstrations taking place at the booth so visitors can create an agenda comprising of those products that they are more interested in.
The site will allow also for direct interaction with the sales teams at the show floor. “The idea is to replicate as closely as possible the experience of visiting the booth from the comfort of your practice, be it from China, France or the USA”, Salinsky adds.
GE Healthcare has created RSNA microsites for over 7 years now, but in years past, most of the content was already on the GE Healthcare site. “This year, we have more new products than ever before,” says Jim. “We know that the first thing we hear from customers who walk into the booth is ‘What do you have that’s new?,’ so we assumed that is the case for the clinician who can't make it to the show as well.”
“Along with this year’s virtual exhibit, digital will be embedded into everything we’re doing for RSNA. We’re debuting an iPad application that will serve as a complete sales toolkit – with brochures, videos, presentations and clinical images. We’re taking leads at the show on iPads, and we’ll have an iPhone app with the complete schedule of events in the GE booth.”
The user can visit the booth but he will actually see only the new products at the show. For the rest of the Company's product portfolio, he can refer to the GE Healthcare site to find more information.
GE Healthcare RSNA microsites have received many awards in the past several years. Last year it won the Web Marketing Association 2009 WebAward for Outstanding achievement in web development. Others are the Event Marketer Magazine 2009 Award for Best Event-Related Web site or Portal, the Business Marketing Association Best of Division 2008 Award and the Interactive Media Awards 2008 for the Best in Class Medical Microsite.