Disrupting an event to be the brand everyone talks about


Experiential Strategy US

Disrupting an event to be the brand everyone talks about

For many years, the pharmacy benefits market in the United States has been a source of confusion and complexity for the many people who have to deal with it, due to its notorious opaqueness.

To help Truveris steal the show at HLTH 2019, we created an experiential event stand that brought the idea of the pharmacy benefit market ‘black box’ to life and demonstrated how Truveris is shining a light into this darkness and giving payers, brokers, and manufacturers the confidence to navigate this complex terrain.


20 sales accepted leads generated

15% total event traffic visited stand

48% increase in direct visits to website


Trade shows are often the epitome of bland – same stands, same messages, same faces. Truveris, therefore, wanted its stand at HLTH 2019 to be ‘bold and inspiring’.


We transformed the entire Truveris stand into a mysterious ‘black box’ and devised a supporting narrative that dismantles the opaqueness of the industry. The Truveris black box was the centerpiece of an immersive event experience that spanned pre, during and post-event marketing.

The ‘black box’ theme has worked so well for Truveris that it has now become a key message and a consistent element of their brand story across all communications.


The entrance to the black box was monitored by an imposing doorman who checked the credentials of every HLTH attendee queuing to find out #WhatsInTheBlackBox.

Inside the box, a magician dazzled attendees with a revelatory display of close-up magic. We also creative innovative giveaways and delivered live event reporting to help Truveris ‘steal the show’.


  • 20 sales accepted leads, converting to many $m pipeline
  • 10 business development sessions
  • 573 booth experiences (15% of entire event traffic)
  • 48% increase in direct traffic and 45% increase in organic search

We wanted to stand out in the 'sea of blue and green' in healthcare conferences, and make a brand splash.
We accomplished that with a bold and unique approach. We walked attendees through an unforgettable three-dimensional branded experience, and generated a great number of leads. This was a great event for Truveris!

Jeff Eberle

We had no brand awareness going into this large, innovative event for healthcare. We had to bring a very bold presence - go big or go home! We delivered a brand experience that people could understand.
From the black box booth to the black box giveaways, we feel confident that those who entered in will not soon forget our brand and what it stands for. Tue never been more pleased with a conference presence or the number of leads we generated.

Verona Macdonell
Director of Marketing

Needless to say, I loved our booth. People were excited to enter the black box because of the mystery behind it -who doesn't love a big mystery?? When they exited, they were happy about the experience and appreciated being educated about the optics within the complex PBM industry.

Jessica Williams
Regional Vice President of Sales