CV Therapeutics (now part of Gilead Sciences) needed a partner to aid them in reintroducing the Ranexa drug to the cardiology com¬munity. CVT’s advertising agency, Giant Creative SF, was tasked with finding an event marketing partner that had experience with large-scale program management, healthcare marketing and brand activation. GES was selected and went on to create a one-of-a-kind exhibit experience that wowed attendees and brought the Ranexa brand to life.

1. Case Study | CV Therapeutics
CV Therapeutics gets to the heart
of brand engagement with Ranexa
Overview
CV Therapeutics (now part of Gilead Sciences) needed a partner to
aid them in reintroducing the Ranexa drug to the cardiology com-
munity. CVT’s advertising agency, Giant Creative SF, was tasked
with finding an event marketing partner that had experience
with large-scale program management, healthcare marketing and
brand activation. Global Experience Specialists (GES) was selected
and went on to create a one-of-a-kind exhibit experience that
wowed attendees and brought the Ranexa brand to life.
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)

2. Case Study | CV Therapeutics
Objectives
• Reintroduce Ranexa to the cardiovascular community at the
2009 American College of Cardiology (ACC) meeting in Orlando.
• Bring the newly launched “Heart Lake” campaign to
life through a unique physical environment.
• Create a space that’s welcoming to physicians and stands
apart from the traditional healthcare environment
while adhering to strict PhRMA guidelines.
• Integrate structural components that highlight existing
campaign imagery and promote key product messaging.
Solutions
• A visually dynamic environment showcased “Heart
Lake” through large-format images of nature and
a unique ceiling feature; wood furnishings and
custom floral rounded out the theme.
• Cost-saving measures included light weight
and easy-to-assemble materials such as fabric
panels and GES’ modular ICE panels.
• Product messaging mixed in with rotating images of flowing
waterfalls and river rocks was showcased on a 16’ plasma
bank, giving the space a serene yet commanding feel.
Results
• The “Heart Lake” exhibit stole the show and won
praise from every exhibitor and attendee.
• Visitors spent an average of 20 minutes in the exhibit,
a dramatic increase from previous years.
Testimonial
• While at ease in the tranquil exhibit environment,
“Despite a condensed timeline, [GES] exceeded
CVT sales representatives were able to effectively expectations and presented concepts that showed
communicate Ranexa’s benefits to cardiologists. real insight into our brand strategy. You can de-
• The buzz created a lasting impression on CVT’s pend on them to deliver true creativity and seam-
customers and successfully re-launched Ranexa. less execution — all with a smile.”
—Adam Gelling,
Senior Vice President, Giant Creative
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)