Teva Pharmaceuticals is known for generic drugs but also has an important portfolio of branded drugs.
At the American Psychiatric Association (APA), Teva launched an important new product, UZEDY®, a treatment for schizophrenia that hopefully decreases the risk of relapse due to non-adherence.
Unlike other schizophrenia treatments, UZEDY is long-acting, replacing daily pills with injections every 1 or 2 months.
Sharing the 50 x 50 space at APA with UZEDY was Austedo, Teva’s therapy for Tardive Dyskinesia and Huntington’s disease, approved as an orphan drug in 2017.
The Experience
Tunnels, both on the medical and commercial sides, reflected the circles within circles that are part of Teva’s brand assets.
On the AUSTEDO® side of the commercial exhibit, a shallow tunnel led to a handwriting activity. A special pen replicated the experience of TD when attendees signed their names to the screen. The pen vibrated violently to simulate TD, an interesting, tactile way to demonstrate to clinicians the burden of the disease.
On the UZEDY® side, a deeper tunnel took attendees through a day in the life of patients suffering from schizophrenia. The tunnel used video screens to provide a virtual experience of a day in the life of someone with schizophrenia. HCPs also got an idea of how UZEDY’s mechanism of action (MOA) worked.
At the end of the experience, attendees would view clinical data on two vertical kiosks with a touchscreen version of the HCP website.
The medical side featured a multiple-choice activity. HCPs, clinicians, KOLs, and others were encouraged to answer questions by choosing A, B, C, or D corresponding to questions on the screen next to the “grass-covered” lettered tubes. Attendees would insert the balls in the tubes and then walk behind them, where the tubes were transparent, to see which answer was trending.
Also, on the medical side, which was approximately 30% of the space, a tunnel became a semi-private conference area. There were informal seating areas for conversations.
Explore the Exhibit
The exhibit is custom construction but features many of the most popular advantages of system exhibits, like tracks for SEG graphics. The components are modular and can be combined, as at APA, or used separately or reconfigured for different brands.
