ISMRM 360° Virtual Sales Enabler
11 · Case Study
ISMRM 360° Virtual Sales Enabler
A 360° virtual sales environment for MR audiences — remote-ready exploration with guided product conversations.
- Role
- Virtual sales experience lead
- Context
- ISMRM · MR specialist congress · Booth & remote
- Collaborators
- Sales enablementClinical applicationsImmersive production
The Situation
MR conversations are detail-heavy, yet booths rarely ship full magnet systems. Specialists still want spatial context — suite layout, workflow, clinical adjacency — before they commit time to a deeper sales thread.
Goal & Expectations
Provide a 360 sales environment usable on the ISMRM floor and in remote follow-ups. Align hotspot depth with questions serious buyers actually ask.
Challenges
The hard parts were rarely just creative. They were floor reality, feasibility and the people who had to run it live.
Remote and live parity
The same tour had to feel credible on a booth screen and in a scheduled web call without maintaining two different stories.
Specialist skepticism
MR audiences notice inaccuracies quickly. Scene content and labels had to survive scrutiny from physicists and technologists.
Sales handoff
Reps needed easy entry points to jump to proof, economics, or workflow without breaking visitor trust in the navigation.
Where I Came In
I joined to map presentation paths and hotspot layers before final capture. I paired with sales enablement to tag scenes to their discovery questions and objection handling.
Approach
Designed a small set of guided tours plus free exploration, with hotspots tiered into glance, read, and talk-to-rep depth. Validated web performance for remote sessions on typical hospital networks.
What We Built
Buyers moved through MR context spatially while reps narrated or let visitors explore. After ISMRM, teams reused the same environment in remote meetings with consistent visuals.
Other Teams Involved
Sales enablement, clinical apps for technical review, and immersive vendor for capture and stitching.
On the Floor
Set booth display to a welcoming default scene with subtle motion. Confirmed offline/USB fallback if hall Wi-Fi dipped during peak sessions.
End Result
ISMRM and follow-on sales conversations shared one 360 environment, with engagement signals on scenes and hotspots of interest.
Final Thought
Virtual sales works when it feels like standing in the room together, not watching a slideshow of panoramas. I still hear a rep say they closed a meeting on one hotspot — that is the enablement metric I care about.
Capability notes
For teams who want the build detail: the experience drew on the tools and patterns below. The story above is what visitors and stakeholders felt on the floor.
- 3DVista
- 360° environments
- Interactive hotspots
- Web deployment
Client confidential — delivered for a brand presenting in this context. The client name is withheld under NDA.