Pfizer 360º Virtual Trade Fair for the SORCOM Congress

Pfizer 360º Virtual Trade Fair for the SORCOM Congress

The Pixel Medical Animation Solution

Visual Education + Emotional Impact

Multiplatform Accessibility

Technical and Functional Optimization

Consistent and Personalized Branding

360º web tour or virtual reality headsets: which one a congress actually needs

Both are called virtual reality in conversation, and they solve different problems. A headset experience is individual, immersive and physically located: it works on a stand, with someone attending it, one visitor at a time. A 360º tour in web format, like the one built for Pfizer at the XXVII SORCOM Congress, is the opposite: no headset, no installation, open from any mobile, tablet or desktop, and available to everyone at once — including the specialists who never walked past the stand.

That choice is not about budget, it is about where the audience is. For a campaign that had to integrate into Pfizer’s digital channels and reach attendees of a congress on their own devices, the web tour was the right format: a digital urban park with vegetation and architecture inspired by bone anatomy, animated characters walking, running or resting on benches shaped like bones, and up to ten interactive hotspots holding documents, images, videos and links. The environment carries the message; the hotspots carry the information.

Frequently asked questions about virtual environments for medical congresses

Does the visitor need a headset or an app?
No. The Pfizer experience is a 360º tour in web format, opened from a browser on any device. That is precisely why it reaches an audience that would never install anything, and why it can be shared as a simple link from an email, a QR code or the brand’s own channels.

When is a headset the better choice, then?
When the value is in being inside something — an anatomy, a mechanism of action, a clinical scenario — and the audience is physically present at a stand. If the aim is reach, or the piece has to live in digital channels after the event, the web format wins. We cover the headset side under virtual reality for healthcare and pharma.

What can go inside a hotspot?
Documents, images, promotional or scientific videos, and links to external resources. In practice the hotspot is where the technical detail lives, which keeps the environment itself clean: a visitor who only wants to look around is not forced through a data sheet, and one who wants the evidence finds it in one click.

How many hotspots is reasonable?
The Pfizer tour holds up to ten, and that is a sensible ceiling for a single environment. Beyond that, visitors stop exploring and start scanning. If there is more material than that, it is usually better to split it into areas or into a second environment than to crowd one space.

Can the environment stay online after the congress?
Yes, and it is one of the strongest arguments for the format. A physical stand is dismantled; a virtual environment can remain as a permanent resource centre, linked from the brand’s site, and can be reopened for the next edition of the congress with its content refreshed.

Can the content be updated without rebuilding the environment?
Normally yes, because the two are separate. The documents, videos and links behind the hotspots can be replaced while the 3D environment stays as it is, which means an updated data sheet or a new video does not require a new production.

Can it follow our brand guidelines?
Yes, and it should. Every visual detail of the Pfizer environment was developed in line with the brand’s identity and values, keeping the tone expressive but professional. The symbolic layer — in that case bone anatomy and mobility, for a rheumatoid arthritis campaign — is where the environment stops being decoration and starts carrying the message.

Is this the same as a virtual event platform?
It overlaps. This kind of environment can work as a digital health fair, with networking, continuous education and direct access to specialised resources. When the requirement grows into a full event with sessions and multiple exhibitors, it becomes a virtual event and space project rather than a single tour.

How is the result measured?
With aggregate figures: visits, how many hotspots were opened, which documents were downloaded, how long a session lasted. That is enough to know which part of the message worked, without needing anything personal about the visitor. What is measured should be agreed with your legal and compliance teams before the environment is built.

How long does a project like this take?
It depends on how much of the environment is built from scratch and how much material has to be prepared for the hotspots. The second part is often the real deadline: the 3D can be ready while the documents, videos and approved texts are still going through internal review, so it is worth starting that in parallel.

If you have a congress on the calendar and you want the campaign to reach beyond the people who walk past your stand, at Pixel Medical Animation we build the environment around your message and leave it online once the congress is over.

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