GSK Transforms Conference Engagement with Data Visualization
The GSK brand faced a common problem of standing out among pharmaceutical displays at the BIO conference.
Working with Hill & Knowlton PR agency (part of WPP), they created an interactive data visualization experience based on attendee input about healthcare innovation.
This approach generated 25 million media impressions and secured a 53% share of voice at the conference, creating positive momentum that contributed to GSK stock perception among industry leaders and investors.
The Situation for GSK: The Conference Challenge
To address a critical challenge at the BIO medical conference, GSK partnered with Hill & Knowlton PR agency to craft a distinctive solution.
Most pharmaceutical companies use similar booth designs and presentations, which often results in attendees experiencing “booth fatigue” due to the repetitive nature of the exhibits.
As a result, GSK needed to do more than just show up—they had to demonstrate their belief that “innovation starts when we stop to listen” in a way that was both memorable and capable of shifting how the market perceived GSK stock through clear differentiation.
The main challenges GSK faced included:
- Standing out among similar pharmaceutical displays
- Breaking through attendee “booth fatigue”
- Demonstrating their listening philosophy in action
- Creating an experience that would support GSK stock narratives
“Hill & Knowlton PR agency transformed our vision into a breakthrough experience,” said their Brand Team. “They created a dialogue that connected with our target audience and positioned us as true leaders in healthcare innovation.”
Furthermore, the medical conference landscape presents unique challenges for companies like GSK. With hundreds of exhibitors all vying for limited attention, conventional methods often fall flat and fail to make lasting impressions.
Recognizing this, GSK understood that to truly differentiate themselves, they needed to live their corporate philosophy—not just talk about it. This insight became the driving force behind their fresh, experience-led approach to conference marketing.
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The Challenge for GSK: Breaking Convention at BIO
GSK faced four main obstacles when planning its conference strategy:
1. Conference Monotony
Conference monotony presented a significant barrier to engagement.
Also, standard booths with brochures and promotional items dominate medical conferences, with research showing engagement metrics declining year over year.
One of the problem was that GSK needed a fresh approach to capture attention, as traditional methods would not support their stock value growth through differentiation.
Key issues included:
- Declining engagement with standard booth formats
- Attendee desensitization to traditional promotional materials
- Need for distinctive approach that reflected GSK values
- Difficulty in breaking through visual and message clutter
2. Limited Attendee Engagement
Limited attendee engagement posed a serious concern for GSK’s conference strategy.
Besides, Healthcare professionals spend less than 5 minutes at most booths, though interactive experiences increase engagement time by 300%.
GSK risked being overlooked without a compelling reason to stop. You likely skip booths that look similar to dozens of others you’ve seen, creating a challenge for any company seeking meaningful connections.
Engagement barriers included:
- Short average booth visit times (4-5 minutes)
- Competition for limited attendee attention
- Need for compelling interaction to stop traffic
- Challenge of creating meaningful dialogue in brief encounters
3. Message Clarity Issues
Message clarity issues threatened GSK’s distinct positioning at the conference. Every company claims to be “innovative” at conferences, placing GSK’s reputation for scientific excellence at risk of getting lost in the noise.
This confusion could impact GSK stock performance through brand dilution if they couldn’t clearly communicate their unique approach to healthcare innovation.
Positioning challenges included:
- Generic “innovation” claims throughout the conference
- Risk of GSK’s unique approach getting lost
- Need for distinctive demonstration of values
- Connection between brand perception and GSK stock narrative
4. Values in Action
GSK knew that in today’s noisy conference environment, it wasn’t enough to talk about values—they had to show them in action.
Their core belief that “innovation starts when we stop to listen” couldn’t just be printed on banners or repeated in speeches. Especially at a conference where 70% of attendees remember brands that offer interactive experiences, simply stating their philosophy would have fallen flat.
Instead, they needed to transform this belief into something tangible—something people could see, feel, and remember.
This meant moving beyond the standard booth format and reimagining how a brand could connect with its audience. GSK faced several key challenges:
- Capturing attention in a highly saturated event space
- Turning a corporate philosophy into a lived experience
- Reinforcing trust and credibility through action, not just words
- Creating engagement that extended beyond the conference floor
Therefore, the solution had to be bold but rooted in authenticity. It needed to reflect GSK’s long-term strategy while delivering immediate impact.
The approach had to break through the noise—yet stay grounded in listening, empathy, and innovation.
Ultimately, the goal wasn’t just to stand out—it was to be remembered for something meaningful.
SOLUTION: Data Visualization Strategy for GSK
Hill & Knowltom PR agency developed a comprehensive approach for GSK that addressed their challenges while creating a unique conference experience. The strategy centered around four key components:
1. Interactive Data Collection and Display
GSK created a booth where attendees shared perspectives on healthcare innovation, which were transformed into real-time data visualizations. This approach included:
- Interactive stations for attendees to input their perspectives
- Real-time visualization technology displaying collective insights
- A physical demonstration of “listening” through data transformation
- Personal connection through seeing your contribution integrated
This strategy made them feel responsive rather than promotional. You would see your own contributions become part of a larger industry perspective, creating a personal connection to the GSK brand.
The visualization technology itself represented a significant innovation in conference engagement.
Using advanced algorithms, the system could process diverse inputs from multiple participants simultaneously, creating dynamic visual representations that evolved throughout the conference.
This technological approach reflected GSK’s commitment to applying innovative thinking to complex challenges.
2. Expert-Led Conversations
GSK thought leaders engaged with the visualized data to create meaningful dialogue. This component featured:
- Expert facilitators who could interpret emerging trends
- Genuine discussions rather than rehearsed presentations
- Balance between sharing expertise and gathering insights
- Bridge between data visualization and practical applications
This approach created stronger connections than standard product pitches. You would experience GSK through two-way communication that respected your expertise while providing valuable insights.
The expert engagement strategy was carefully designed to balance authority with openness. GSK representatives were trained to ask questions that would elicit meaningful responses and create opportunities for deeper dialogue.
In the end, these conversations often led to follow-up meetings and relationship development that extended well beyond the conference timeframe.
3. Media Strategy
The comprehensive media strategy extended impact beyond the physical booth:
- Strategic sharing of visualization results with industry publications
- Content capture for GSK’s owned social channels
- Targeted outreach to key opinion leaders and journalists
- Creation of newsworthy stories beyond standard booth coverage
This generated coverage that linked GSK to healthcare innovation leadership. The media approach kept GSK visible throughout the event and beyond. You would encounter GSK’s innovation story even if you didn’t attend the conference, expanding the impact of their investment.
The media strategy included targeted outreach to key publications that influence industry perception. By providing these outlets with unique content based on the visualization data, GSK created news value that warranted coverage.
This approach positioned GSK as a thought leader rather than simply a company with a product to promote.
4. Digital Extension
Digital extension amplified the physical experience through:
- Repurposed visualization content for social media platforms
- Engagement opportunities for virtual attendees and non-participants
- Shareable graphics and insights from the real-time data
- Online dialogue that continued beyond the conference timeframe
This amplified the project’s impact beyond the event itself. Social channels turned a single booth experience into an industry-wide dialogue. You would see GSK content in your feed because it stood out from typical conference posts, expanding reach exponentially.
Together, these four components created a cohesive strategy that addressed GSK’s challenges while creating a distinctive presence that supported broader business objectives.
The approach transformed a standard conference participation opportunity into a powerful platform for demonstrating GSK’s values and approach to healthcare innovation.
RESULTS: Visualizing Success for GSK
The campaign delivered measurable results across key areas:
1. Media Impact
The media impact was substantial, generating impressive results:
- 25 million media impressions across industry publications
- Coverage in major healthcare and business outlets
- In-depth stories rather than brief mentions
- Positioning as a healthcare innovation leader
This media coverage created visibility that standard conference participation rarely achieves. Your perception of GSK would be shaped by this extensive coverage, even if you never attended the BIO conference.
2. Conference Dominance
GSK dominated the conference conversation with:
- 53% competitive share of voice at BIO
- Status as a must-visit destination for attendees
- References in sessions throughout the conference
- Engagement metrics far exceeding industry standards
The visualization experience transformed GSK from one participant to the defining presence of the event. You would hear about the GSK booth even before seeing it, creating anticipation and priority in attendees’ limited schedule time.
3. Brand Position Strengthening
The initiative strengthened GSK’s brand position through:
- Tangible demonstration of the “listening” philosophy
- Authentic experience that aligned with stated values
- Differentiation from competitors’ standard approaches
- Memorable interactions that reinforced brand attributes
This initiative made GSK more memorable and distinctive. You would remember GSK for actually demonstrating their values, not just talking about them.
4. Participant Engagement
Participant engagement metrics confirmed success:
- Thousands of conference attendees contributed perspectives
- Average booth time tripled compared to industry standard
- Meaningful dialogue rather than passive observation
- Valuable insights gathered while demonstrating commitment to listening
GSK gained valuable insights while demonstrating their commitment to listening. Your thoughts would become part of a larger industry perspective, creating a sense of contribution and collaboration.
GSK Stock Perspective: Business Impact Beyond the Booth
The conference strategy delivered business benefits that extended to GSK stock considerations:
Market Perception Enhancement
The approach enhanced market perception through:
- Positioning as an industry leader in collaborative innovation
- Strengthened reputation among key stakeholders
- Positive brand associations that support GSK stock value
- Demonstration of forward-thinking leadership
The perception shift was particularly valuable in the pharmaceutical context, where trust and credibility significantly influence prescribing decisions and partnership opportunities.
By demonstrating their commitment to listening rather than simply promoting, GSK created authentic connections that support business growth.
Partner Relationship Development
The strategy improved partnership opportunities:
- New connections with potential research collaborators
- Demonstration of collaborative approach to innovation
- Opening of conversation pathways with startups and academics
- Network expansion that supports GSK pipeline development
Several new research collaboration discussions began during the conference, initiated through conversations at the visualization booth.
These potential partnerships could accelerate GSK’s innovation pipeline, creating value that directly impacts GSK stock performance through future product development.
Employee Engagement Boost
Employee engagement saw significant benefits:
- Showcase of GSK’s forward-thinking approach
- Pride in company direction and values
- Demonstration of commitment to corporate philosophy
- Strengthened internal culture driving GSK performance
Staff who participated in the booth reported higher engagement scores and stronger connection to company purpose following the event.
This internal impact creates value through improved productivity, retention, and alignment – factors that support GSK stock performance through operational excellence.
Competitive Differentiation
The approach created meaningful differentiation:
- Clear separation from conference competitors
- Memorable impression that lasts beyond the event
- Shift from product-focused to partnership-focused positioning
- Distinction that contributes to GSK stock narrative
In an industry where differentiation can be challenging, the visualization project created a clear distinction between GSK and competitors.
This separation supports premium positioning that can influence pricing power, partnership opportunities, and ultimately factors that drive GSK stock value.
Forward Path for GSK: Lessons for Future Engagement
The success of this approach offers insight for future GSK strategies:
Experience Over Presentation
The experience principle demonstrated that:
- Interactive elements generate more engagement than static displays
- Real-time visualization creates memorable impressions
- Physical demonstrations of values outperform verbal statements
- Participation increases personal connection to the brand
This principle can be applied across GSK’s marketing and engagement strategies, moving beyond conferences to other touchpoints where interactivity can create stronger connections.
Dialogue Over Messaging
The dialogue approach showed that:
- Two-way communication builds stronger connections
- Listening demonstrates respect for audience expertise
- Questions create more engagement than statements
- Participation makes people feel valued and heard
This dialogue principle extends to GSK’s broader communication strategy, influencing everything from digital content to sales force interactions. By prioritizing listening over telling, GSK can build stronger relationships across all stakeholder groups.
Extension Beyond Physical Space
The extension strategy proved that:
- Media planning multiplies impact of in-person experiences
- Social content extends reach to non-attendees
- Digital components create ongoing engagement opportunities
- Multi-channel approach maximizes return on investment
This extension principle can inform GSK’s approach to all marketing investments, ensuring that physical activities always include digital and media components that extend reach and impact.
Value Demonstration Over Declaration
The demonstration approach confirmed that:
- Showing philosophy in action beats talking about it
- Interactive proof of claims builds credibility
- Experience-based engagement creates stronger memories
- Trust develops through experience, not assertions
This demonstration principle should influence how GSK communicates about all aspects of their business, from clinical trial results to corporate social responsibility initiatives.
The GSK Future Vision
GSK can effectively apply the insights gained from this campaign to future initiatives across their entire marketing mix.
By building on what worked, the company is in a strong position to keep standing out in markets that are becoming more crowded and competitive.
Rather than simply making bold statements about their values, it shows a real commitment to putting those values into action.
That kind of authenticity does more than just differentiate—it creates meaningful trust among stakeholders and reinforces credibility in a lasting way.
Moreover, this values-driven approach directly supports long-term business goals by aligning how the brand is perceived with where it’s headed strategically.
As a result, it strengthens the company’s reputation—something that can positively influence shareholder confidence and even stock performance over time.
Reflecting on the recent success, the marketing lead shared, “Our visualisation campaign exceeded expectations. We generated 25 million media impressions and secured a 53% share of voice at BIO. We didn’t just participate in the conversation—we led it, creating value that extends well beyond the conference itself.”
This outcome illustrates how the organisation is no longer just contributing to industry conversations—it’s helping shape them, with an impact that reaches far beyond a single event.
