2013 Abilify® Plan Of Action Event
This POA Was Plenty of Awesome

Abilify is the largest selling drug in the US, and this Plan Of Action, held at the JW Marriott Desert Ridge in Phoenix Arizona, was one of the most important to date for Otsuka America Pharmaceutical. The event was an exciting mix of live presentations, new brand campaign videos, and custom media which kept the audience engagement high, and the educational elements focused.

But the custom media that stood out the most was the video that was shown episodically each day, with each new chapter bringing us deeper into the life of a patient in need of anti depressants. This highly emotional story drew tears from the audience of 800 managers, regional directors, and executives as we saw firsthand what it’s like to live with this debilitating affliction. On the last day, she found herself on Abilify, which literally turned the darkness of her life into light. The truly amazing moment, however, was when the woman herself then came out live with her Doctor. For someone to share such a personal story for the benefit of these attendees was truly extraordinary.

Otsuka would never do an event like this without some community giveback. For this event there was a community bike build where the attendees built 250 bikes to give to children in need. Of course this was a fun, team building event, complete with a local band and MC, but when it was time to present the bicycles, and 2 children from the Boys and Girls Club of Phoenix came out to say a few words of thanks to the attendees, the gravity of the event really sunk in. But then…when these two kids introduces their TWO HUNDRED friends who came out to accept the bikes, there was not an un-moved heart in attendance.

Needless to say, Proscenium is quite proud to be the agency of record for Otsuka.

Review: "Otsuka America Pharmaceutical's 2013 Plan Of Action event for Abilify® was crucially important for us. We are a demanding client. We expect perfection from ourselves, and from those with whom we work. Proscenium immediately and expertly understood our culture of inclusion and teamwork, then proceeded to design, create and produce an incredible event which was a great success by any measure.

Three words describe Proscenium: Smart. Unflappable. Focused."

- Robert Noble,
Director of Professional Promotions
& Medical Education