Biogen, a biotechnology company traditionally known for its multiple sclerosis treatments, wanted to make improvements to its Medical Affairs booth for the 2018 American Academy of Neurology (AAN) Annual Meeting. At the 2017 meeting, the company presented medical content in the following multiple disease states in its booth: multiple sclerosis (MS), spinal muscular atrophy (SMA), and Alzheimer’s disease (AD). However, the Biogen senior leadership team believed the booth to be too sterile, as it included a substantial amount of white space and appeared sparse to attendees. Additionally, the booth was too segmented between the MS, SMA, and AD disease states and did not effectively highlight the breadth of Biogen’s capabilities in neuroscience.
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