BD walked into IBMS with a stand. They walked out with 30% more prospects.
3,500 biomedical scientists on the IBMS Congress 2025 floor. Every exhibitor fighting for the same 60 seconds. BD built a room nobody could walk past.
Who BD are, and why this mattered
BD sells diagnostics and specimen-management products. The buyer wants to see the workflow. Shipping a lab to Birmingham wasn't an option.
BD wanted:
- Stop the foot traffic
- Earn the conversation
- Leave with real pipeline
What we built with BD
BD installed a multi-wall immersive cube from Gener8 Healthcare. Five experiences built by BD's own team in a day.
Walls became the opener for reps.
A virtual lab on the wall — no shipping required.
Five experiences, one cube
- 1 Virtual LAB — explore BD BACTEC and BD MAX workflows
- 2 BD Synapsys — informatics platform in real time
- 3 Best Practice quiz — clinical scenarios reinforcing patient safety
- 4 UFO Mission — gamified scenario
- 5 Spin the Bottle — fun touchpoint for footfall
See the cube in action at IBMS Birmingham
30 seconds from BD's stand — footfall, conversation, walls being touched.
IBMS Congress 2025 · ICC Birmingham
190% more interactions. 30% more prospects.
"BD's interactive cube helped our diagnostics and specimen management teams to engage with customers, spark meaningful conversations, and deliver 190% more interactions and 30% more sales prospects at IBMS."
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