CASE STUDY
Daiichi Sankyo Global Oncology Congress Experience
Transforming Scientific Engagement Across 13 Global Events
Problem
Daiichi Sankyo approached us with a clear request. They needed to reinvent their entire congress experience. Their previous 2020 virtual platform had fallen short—navigation was confusing, performance lagged, and visitor engagement was disappointingly low. Clinical content was hard to find, and the data didn’t support meaningful scientific conversations.
Meanwhile, the competition was raising the bar. As in-person events returned post-pandemic in 2022, other pharma brands began delivering richer, more immersive clinical stories onsite. The landscape was changing fast, and Daiichi Sankyo was determined not just to keep up but to lead. It was time to level up. The goal was to create a new digital interactive touchscreen experience. This in-person congress experience transcends the limitations of online virtual platforms, making DXd-ADC technology unforgettable and standing out in a crowded, competitive field. Redefine Daiichi Sankyo’s presence at 13 major global oncology congresses, aiming to break through a crowded field and deliver real value to healthcare professionals. Daiichi Sankyo’s 2020 virtual experience was a first step, but by 2022, nearly every major pharma player was telling a similar ADC story.
“My mission: Lead the transformation of scientific engagement at global congresses, delivering modular, interactive digital experiences that elevate Daiichi Sankyo’s scientific leadership.”
User Research & Discovery
User Research and Analysis
The oncology congress landscape is fiercely competitive. We needed to stand out and deliver real value to HCPs—across the US, Europe, and Asia—by offering clarity, relevance, and genuine connection.
Global Congress & DXd Strategies
To get there, I led discovery workshops with R&D, Medical, Marketing, and regional leads. Mapped out the HCP journey, interviews, and targeted annual events by specialty and benchmarked agains competitors like Pfizer/Seagen, Roche/MediLink, and Abbvie/ImmunoGen. Also analyzed industry acquisitions to anticipate future market shifts.
- Needed to expand beyond the 2021 virtual experience.
- Required standout engagement and education at 13 global congresses (US, EU, ASCA).
- Faced intense competition from other pharma brands with similar ADC stories.
- Sought to elevate brand perception and scientific leadership.
Evolving Exhibit Strategies: Noticeable spotlight with Competitors Balancing Advocacy, Innovation, and Brand Presence
The importance of patient advocacy and interactive technology was evident across the exhibit floor. Competitors with broader portfolios often dominated brand space through a “takeover” approach, maximizing booth real estate to spotlight medical affairs and pipeline content. While some incorporated videos or displays focused on diversity and equity, these efforts often felt secondary—tucked away in low-traffic areas. Others introduced patient-focused activities, though execution and engagement varied.
Learning About The Overall User
HCPs craved meaningful, interactive experiences that respected their expertise and time, not just another information station that evokes cognitive overload that could be overwhelming to the user.
Strategic Vision & Discovery
- Strengthen perceptions of DS Oncology Portfolio.
- Build motivation and foster an internal and external community.
- Build and strengthen relationships with Congress stakeholders.
- Take ownership of DXd-ADC technology and raise awareness.
- Differentiate from competitors.
Discovery Approach
- Workshops with the internal team, Medical, Marketing, and client regional leads.
- HCP interviews, reviewed R&D survey feedback, and journey mapping.
- Review insights from the previous congress in 2020.
- Perform a competitive benchmarking analysis.
- Gather key insights about user needs, pain points, and behaviors.
- Extend the corporate DXd-ADC brand.
Positive Reviews from Oncologists
Attending the Virtual ASCO
ANNUAL Globally Sponsored Oncology Congresses Calendar
- Unified digital ecosystem for 13 global congresses (US, EU, ASCA)
- FOCUS: Differentiate DXd-ADC, elevate brand, and engage HCPs across Pan Tumor, Solid Tumor, Hematology, and Sarcoma.
Process
Designing a Modular, Impactful Digital Ecosystem
A modular, interactive digital ecosystem was needed—one that could scale across events, stay current and resonate with every cancer specialty. Armed with these insights, I led and collaborated with a cross-functional team to develop a digital ecosystem that could scale across all 13 events. The experience had to be both comprehensive and highly navigable
Flexible Digital Platform
- Create a flexible, engaging digital experience for HCPs and cancer experts
- Represent 18 unique compounds and 34 clinical trial entries
- Build six specialty sections—Breast, Colorectal, Gastric, Hematologic, Lung, and Other Solid Tumors
Other Solid Tumors
Constantly Evolving Content: Quarterly updates ensured alignment with the latest R&D breakthroughs, keeping the content fresh and relevant.
Unified Yet Tailored
Each specialty received a dedicated digital journey, with modular design allowing for regional and event-specific customization.
Information Architecture
Multi-Channel Content Journey Touch points
Each content journey is tailored for six cancer specialty sections and updated quarterly with the latest pipeline information.
UX/UI Vision & Framework
Energizing Engagement Through Innovation
A seamless, multi-channel journey was crafted to meet users wherever they engaged—at the booth, online, or after the event.
At the Booth:
- Booth digital displays for real-time, specialty-specific exploration.
- Touchscreens for self-guided, filterable experiences by tumor type or trial phase.
On the Go:
QR codes linking to a microsite with downloadable resources and clinicaltrials.gov links.
Gamified Learning:
The ADC Archer game increased engagement and learning about the sciences related to ADC. Transformed complex science into a memorable experience, driving higher opt-ins for follow-up.
Post-Congress Reinforcement:
Follow-up emails and social media touch points extended the conversation and reinforced key messages.
Innovative Digital Solutions and Interactive features:
- 3D molecular models and anatomical displays
- Pipeline Explorer and MOA animations
- Video vignettes and educational content
- ADC Archer gamified experience
- Real-time trial maps and filterable displays
The Digital Experience Journey
Information
Architecture &
Content Strategy
- Modular IA tailored for 13 congresses, 3 regions, 4 indications
- Filterable by tumor type or phase, region and event specific content
- Quarterly R&D-driven updates for relevance
Pipeline Interactive, Microsite
& Rotating Pipeline Display
- Self-guided exploration
- QR codes to web-based content
- Downloadable trials MOA cards, direct links
Anatomical 3D Model
Medical Selection Screens
- Gesture-based
- 3D animated
- Micro-interactions for scientific clarity
DXd ADC Video Animation,
Video Vignette Displays
& Med Selection Screens
- Shorter journey
- Modular
- Quarterly-updated storytelling
HCP Poll/Survey
Touchscreens
- Fast
- Tap-to-select
- Real-time feedback
1 Purpose Mural & Feedback Panel
- Interactive mural
- Qualitative feedback
- QR code for extended engagement
Gamification—ADC Interactive
- Booth and a digital game to demonstrate ADC precision
- Tripled booth traffic
Brand Elevation And
Engagement Overview
Each cancer specialty received a dedicated digital journey, ensuring relevance and depth for every expert. The modular design made the experience both meaningful and easy to navigate.
Interactive Solutions & Gamified Engagement
Breast: Interactive pipeline explorer, 3D models, focused video vignettes
Colorectal: Self-guided journeys, MOA animations
Gastric: Modular displays, real-time trial updates
Hematologic: Interactive trial maps, educational content
Lung: Dynamic, filterable displays with the latest data
Other Solid Tumors: Comprehensive overviews, gamified engagement
Technological Advancements
Reinforced Brand Identity
ADC Interactive and mAb models:
Boosted attendee retention and were the most visited in the Pipeline section.
Anatomical Model:
Generated over 1,000 screen views, driving impressive interaction.
Results
The delivery of projects set a new standard for the client’s scientific engagement at global congresses, demonstrating the power of modular design, collaboration, and user-centered thinking. Discovery workshops and iterative testing aligned vision with execution, while quarterly updates and a robust content strategy kept the experience fresh and credible.
One of the most significant challenges was managing the entire deployment remotely. I was not onsite for any of the congresses and had to rely on virtual collaboration, post-event documentation, and proactive communication to ensure flawless execution. We anticipated every scenario, including the unpredictability of the event WiFi and potential signal drop-offs. By working closely with vendors and AV teams, we developed robust contingency plans and offline-ready assets, ensuring the digital experiences remained seamless and reliable, regardless of technical hurdles.
The impact was immediate and measurable, with clear gains in engagement, education, and brand perception.
Tripled booth engagement across all events
Reflection
Despite these challenges, the rollout went smoothly. Real-time analytics confirmed high engagement, and both client and user feedback were overwhelmingly positive. HCPs praised the clarity, navigability, and interactive nature of the digital ecosystem. Internal teams highlighted how the modular design made updates and localization effortless.
This journey reinforced the value of agile teamwork, proactive planning, and innovation under pressure. Leading this transformation, I demonstrated how UX strategy can drive real-world results—even when working behind the scenes. I’m energized by what we have achieved and ready to bring this passion and expertise to future challenges.