New Product Launch


AMGEN Romania is the national representative of one of the largest pharmaceutical and biotechnology companies worldwide. AMGEN needed an agency able to address the needs of communication and promotion through creative, innovative concepts, tailored to the specifics of the Romanian health domain. The company needed to create a launching event of an innovative first-line therapy for metastatic colon cancer treatment, Vectibix, having as participants Oncology medical doctors.


The Perceptum solution

The integrated pharma marketing concepts that we proposed were based on a real and profound knowledge of the Romanian medical market and unique experiential marketing tactics.

The unfolding of the event was a demonstration of expertise in biotechnology applied to oncology, with a focus on innovation, as well as a recognition of the efforts made by the Romanian medical teams to offer patients appropriate treatments, rendering the right to life.


The highlight of the event was the video-mapping moment, a hi-tech multi-sensory experience that invited the participants to embark on the “AMGEN journey”, a virtual flight through the key messages, benefits and differentiators of the newly launched product (Immersive multi-sensory Video Mapping).

At the end of the event, participants received product info on interactive Origami planes.

points on the attendee satisfaction form

The results

The participants gave the event a maximum satisfaction score (5 points on the attendee satisfaction survey form). The AMGEN medical representatives were able to establish follow up meetings with all the participants one week after event, when they all received their own personalized video of the event.

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