Rudy Giuliani, former mayor of New York, and Jim Belushi, actor and blues musician, are two names that you don’t expect to see mentioned together very often. Thanks largely to Media Matrix and Bracco Diagnostics, they now have at least one thing in common: Both were involved in key roles at two high-profile events held by Bracco Diagnostics, one of the leading providers
of contrast media used in innovative imaging procedures. And Media Matrix, a full-service business communications firm, helped ensure that both meeting events were a complete success.

The Plaza Hotel in New York City was the setting for the first of the two events, an Executive Summit presented by Bracco Diagnostics with the objective of bringing a very select group of healthcare thought leaders together in an interactive forum, to discuss the role of innovation in today’s patient-driven marketplace. “Our client wanted an upscale presentation for this exclusive audience—and they needed the kind of support they could really count on, because this was such a crucial, high-profile event for them,” said Media Matrix President Michael Olenski.

While Media Matrix would be providing the same kinds of services at Bracco’s New York event as they have for other meetings over the years (event coordination, staging, set construction, speaker support, video projection, videotaping, and more), the Executive Summit was clearly an extraordinary occasion. Some of the most important thought leaders in healthcare would be attending and speaking at the conference including former FDA Commissioner David Kessler, Thomas MacMahon, President and CEO of LabCorp, and Craig Venter, PhD, Chairman of the Board, The Institute for Genomic Research and former President and Founder of the groundbreaking biotech firm Celera Genomics. The event had such high visibility that even Mrs. Diana Bracco, chairwoman of the Bracco Group, was also in attendance arriving from Bracco world headquarters in Milan, Italy.

But the highlight of highlights was a personal appearance by former New York Mayor Rudy Giuliani, who gave a welcome address and also spoke at an invitation-only breakfast prior to the event. His appearance created a memorable atmosphere throughout the event—and also brought the need for tight security, adding another level to the logistical challenges involved.

In every way, Media Matrix met the challenge, through creative and technical expertise that helped ensure that everything went flawlessly. The Executive Summit was a total success and had all the impact that Bracco wanted. Then, a few weeks later, it was time for Media Matrix to take on a different Bracco challenge.

This time, the setting was a Bracco customer event at the famous House of Blues in Chicago, attended by some 800 Bracco “VIP” customers (mainly top-level executives of healthcare facilities and laboratories) who attended by invitation only. The featured performer was Jim Belushi and his Sacred Hearts blues band. And this time, the primary objective was for the Bracco customers—attendees of the annual Radiological Society of North America (RSNA) event—to have a good time.

Media Matrix involvement began at Bracco’s RSNA convention booth, for which they produced two creative, interactive programs about Bracco services. The booth drew heavy traffic, partly because VIP tickets for the House of Blues show could only be obtained at the booth. Media Matrix then provided coordination for the House of Blues show, at which the Bracco customers were brought backstage after enjoying a night of live music. There, the customers met Jim Belushi and posed for shots by an on-site photographer—souvenirs of a fun evening. Media Matrix provided the photographer as well as attendee videotaping and overall logistics for the event—an event that, once again, had all the impact Bracco hoped for.

Thanks in large part to Media Matrix support, both the New York and Chicago events were totally successful—as measured not only by complete client satisfaction, but also by the fact that Bracco Diagnostics is planning another Executive Summit for this year, and another House of Blues customer event as well. Needless to say, Media Matrix is ready to provide the same level of support as they did the first time—to ensure another set of successes.