Event Video Production
Boehringer Ingelheim at AAEP — Alcatraz Customer Event
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Transcript: Boehringer Ingelheim at AAEP — Alcatraz Customer Event
**Dr. Erich Schoett, Head of Global Strategic Business Unit Equine, Boehringer Ingelheim:** The AP for me is one of the key events in the Equine Diary. That's where the U.S. Equine Vets meet. This is the showcase of the industry. It brings us closer to the customer. We are extremely happy to be here every year and to be part of that wonderful event and to see always a new booth and new exciting things to do.
**Dave Gocken, Head of Equine, USA, Boehringer Ingelheim:** I think one of the really fun things that we're going to do here is have the ultimate breakout. So we'll be taking a tour to Alcatraz Prison and then we'll have a little dinner party and cruise later on around the San Francisco Bay. I think it's going to be really exciting because it's one of the things that you just wouldn't do every day on your own, not an experience that you might have otherwise when you're in San Francisco.
**Randy Trumpler, Head of Equine, Canada, Boehringer Ingelheim:** Tonight's event will be an opportunity for our customers to meet some of their colleagues in a relaxed atmosphere and have a good time. We don't have a national conference in Canada, so the AAEP represents our national conference.
**John Tuttle, DVM, Director, Equine Professional Services, USA, Boehringer Ingelheim:** By us being here and interacting with scientific experts, we're able to keep on the cutting edge of that research that needs to be done for horses to keep them healthy.
**Kris Scott, Marketing Director - Equine, U.S., Boehringer Ingelheim:** So what we have behind me here is what we call the Magic Box. The Magic Box is an interactive way to help educate our customers about the number of different disease states, how we can treat them and how our products fit into that profile. So, we have a number of different things. We have a hologram, and ultimately what it does is it superimposes what our products interact with.
**Susan Shields, Sales Director - Equine, U.S., Boehringer Ingelheim:** We look forward to AAEP every year to have a chance to engage with our customers, see old friends, enjoy the atmosphere. I have not ever been to Alcatraz, so really looking forward to seeing what it has to offer. I just don't want to stay there.
About This Video
The American Association of Equine Practitioners (AAEP) is the national conference for U.S. equine veterinarians — and, as one Boehringer Ingelheim attendee puts it, "the showcase of the industry." Boehringer Ingelheim, one of the world's largest animal health companies, has a recurring presence at AAEP, and this video captures their experience at the San Francisco event. The highlights: a booth featuring the "Magic Box" — an interactive holographic display that educates veterinarians about disease states and product interactions — and a customer appreciation evening with a tour of Alcatraz and a dinner cruise on San Francisco Bay. Canadian equine vets describe the conference as their national event. The Magic Box is described as "an interactive way to help educate our customers about the number of different disease states, how we can treat them, and how our products fit into that profile." For <span class="strong">event video production</span> in the pharmaceutical and healthcare space, the challenge is capturing both the educational and the experiential sides of a conference presence — the booth demo and the customer dinner are different stories that need to feel like they belong together.
How do you produce an event video for a pharmaceutical company's conference presence?
Cover both the booth and the off-site experience, because they serve different purposes. The booth footage demonstrates the educational and clinical content — in this case, an interactive holographic disease state demo. The customer event footage (an Alcatraz tour and Bay cruise) demonstrates the relationship investment. A complete event recap video shows both: this company takes the science seriously and takes care of its customers. Cutting one or the other leaves the story incomplete.
What should a pharma or animal health conference recap video include?
Voices from the field — veterinarians or practitioners who explain why the conference matters to them and what they found valuable about this company's presence. 'The AAEP represents our national conference' is more compelling than any marketing statement. Participant voices establish credibility and specificity that a narrator can't. Combine those with footage of the booth interaction and the customer event, and you have a complete picture of the brand's presence at the conference.
How do you film a trade show booth effectively for video?
Show it in use, not at rest. A booth that's empty tells the viewer nothing. A booth where a veterinarian is interacting with a holographic display — asking questions, seeing their products mapped to disease states — tells the viewer what the experience actually is. Film during peak traffic hours when the interactions are real. Interview booth staff about what questions they're hearing most. The booth video should feel like the viewer is there, not like a product render.
How do you produce a customer appreciation event video that serves a B2B audience?
Make the customer experience concrete. 'We took customers to Alcatraz and a Bay dinner cruise' is a specific and memorable story — something attendees will tell colleagues who weren't there. The event video should make the next group of customers or prospects feel like they missed something worth attending. That means capturing the specificity of the experience: the setting, the atmosphere, the moments that made it distinct from a generic dinner. 'I've never been to Alcatraz and I don't want to stay there' is a line that lands.
