National sales meetings are always a unique opportunity for any company to convey new information to their sales force. And the launch
of a new product for any company, especially
for a healthcare company with increased FDA scrutiny, is also a unique time to both communicate and motivate their sales team to
be able to present the new product in the best possible light to their customers. Both types of meetings have their own set of challenges and opportunities for a company, and for the meeting producer involved. But when you put both meetings together, back to back in the same facility, presented to the same audience over a seven day period, the challenges are doubled for everyone involved, and so are the opportunities.

Bracco Diagnostics, a marketer of medical diagnostics and imaging products, was able to take full advantage of their sales meeting and product launch opportunity—because their business partner for the past five years has
been Media Matrix, a full-service marketing communications company located in Horsham, PA. Media Matrix was given the challenge of creating an unforgettable meeting and they accomplished this through their ability to provide services that ran the gamut from initial theme design and graphic production to onsite stage set, AV staging, to the complete execution of
a spectacular special effects extravaganza on
the day of the launch, featuring everything
from singers, dancers, lasers, set changes,
and much more.

Media Matrix implemented flawless support for the Bracco National Sales Meeting held at the
El Conquistador Resort in Tucson,Arizona—staging, speaker support, decor, video production, and more. But that was only the beginning. “Bracco needed us to give them something really special to keep the momentum up—and build on it to create a truly memorable product launch,” said Media Matrix President Michael Olenski. The launch of Bracco’s new MultiHance contrast agent had to be the highlight of a meeting that was already memorable, in part, because of Media Matrix support. That meant that in order for the MultiHance launch to truly stand out, Media Matrix had to “top” their own excellence in meeting production.

Everyone who attended will agree that they succeeded completely. After three days of a National Sales Meeting which included an awards program, outside experts’ presentations, onsite video production, and more, the Media Matrix producers turned their attention to retrofitting the meeting room for the next days’ product launch.
But the challenge was to not have anything visible to the audience when they came back into the general session room the next morning. On the day of the launch, attendees found the room pretty much the way they had left it— with one exception. As they entered the room, it was filled with a slight smoky haze, and on the two projection screens a clock was counting down the minutes and seconds until launch. Pre-concert sound effects were woven into the audio track as the excitement of the actual launch filled the room. Attendees had been told the night before that they needed to be in their seats on time to experience the ride of their lives. As the clock ticked down to the launch, gradually increasing crowd noise and lighting effects
created the dramatic build up to the spectacular launch moment.