TO PROVIDE EXCLUSIVE AND TAILORED ONLINE EDUCATION TO MEDICAL PRACTITIONERS, PIERRE FABRE MIDDLE EAST CREATED THE PIERRE FABRE ACADEMY. THE AIM OF THE ACADEMY IS TO ASSIST DOCTORS IN IMPROVING THEIR MEDICAL PRACTICE AND ENHANCING THE PERFORMANCE OF THEIR ORGANIZATION, SERVICE, DEPARTMENT, OR CLINIC.
Objective
We were commissioned by Pierre Fabre to plan and execute the launch event for the Pierre Fabre Academy. Over 100 leading dermatologists from Lebanon were invited to attend the ceremony and learn about the advantages and perks of becoming a PFA member. Additionally, the first topic covered, Digital Marketing, was presented to the guests.
Challenge
As the first dermo-cosmetics company to introduce Digital Marketing to dermatologists, Pierre Fabre needed to create a compelling concept to attract doctors to the event. The goal was to demonstrate that Pierre Fabre is a leader in the digital field and that it values the professional development of its doctors.
Solution
The Beirut Digital District was chosen as the event location, aligning with the theme of the academy and the digital industry.
To stimulate the interest of the guests, a chalkboard invitation with the tagline "Beyond chalk and talk, time to move" was sent. This aimed to contrast the traditional teaching methods with the new technology and digital era.
The event space was transformed into a digital and tech-themed area, featuring a large LED screen, virtual game/simulator, special lighting, and digital branding.
Results
The launch event was a success, impressing the doctors and generating interest in the PFA academy. The content of the Digital Marketing topic was well-received, and the guests were excited about future sessions. As a result, more doctors expressed interest in joining the PFA and taking advantage of the online courses offered by Pierre Fabre. The objective of promoting the academy and attracting new members was achieved.